Sephora is calling on creators to join its first-ever Sephora Squad Canada, a Canadian iteration of the brand’s creator program. The Sephora Squad will comprise 10 beauty lovers and creatives who “represent the diversity, authenticity and passion that define Canadian beauty,” according to the brand.

The up-and-coming creators, spanning different backgrounds and audience sizes, will gain exclusive access to Sephora’s content partnerships, mentorship and experiences with beauty brands, founders and events.

Allison Litzinger, SVP of marketing at Sephora Canada, tells strategy that Sephora is building on the success it’s seen globally with the Sephora Squad program in the U.S. and Middle East.

“We are excited to launch the first-ever Sephora Squad Canada and have our eyes on the future and the potential for us to nurture and expand the Canadian beauty creator community through continued representation,” Litzinger says. “We view this not only as a remarkable opportunity for creators, but also for us as a brand to cultivate deeper, more meaningful connections with creators.”

Sephora Squad Canada will focus on micro and mid-level creators, primarily on Instagram, TikTok and YouTube. While the brand says experience with beauty content is required, the program also seeks creators with interests in fashion, fitness and other creative spaces.

Applications for the Sephora Squad will open March 25, with the final squad members being announced in June.

The local ambassador program is designed to accelerate the growth of emerging talent and create long-lasting connections with Canadian creators, Litzinger says.

“We’ve heard from our beauty community that Canadian creators are looking for more opportunities, and we want to nurture our homegrown talent,” she says, adding it’s a great way for the brand, which has more than 129 stores across Canada, to further connect with creators.

“Deepening our relationships with influencers and creators has been an invaluable way for us to move forward,” Litzinger adds. “We know how impactful creators are in shaping the beauty space, but beyond marketing, the right partnerships – whether that be with creators or community partners – help us bring our purpose to life and foster a more genuine community voice.”