How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture.

From standout branding to record-breaking product launches, Zena shares what’s behind Sephora’s success and how the business stays relentlessly close to its customers in a fast-moving category. We explore the rise of celebrity brands, the power of loyalty, and how Sephora works with creators through initiatives like the Sephora Squad.

Thank you to our sponsor, System1: https://system1group.com/

Timestamps

00:00 - Start
01:13 - Zena’s incredible marketing career
06:02 - Lessons that turned Zena into the marketer she is today
07:41 - What has made Sephora so successful?
10:01 - Why Sephora’s branding stands out
11:30 - What’s trending in the beauty category in 2026?
13:22 - How does Sephora stay close to the customer?
14:45 - The biggest brand launch in Sephora history
15:25 - How to pitch a beauty brand to Sephora
18:00 - How important are celebrity brands?
19:03 - Helping brands launch in Sephora
21:00 - The power of Sephora’s loyalty programme
25:09 - How Sephora attract new customers
27:02 - How Sephora uses creators effectively with the Sephora Squad
29:45 - How to measure the effectiveness of creators
31:12 - The exceptional advertising of Sephora
32:49 - How Sephora uses tech in their marketing
38:09 - Dealing with the speed of retail
39:00 - Creating conditions where you can fail and learn

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