5 UGC Lessons from Sephora’s Sale
Key takeaways from the latest Sephora sale that proved UGC is the powerhouse behind how beauty brands build community, hype trends, and win big with their audience.
The Sephora Sale isn't just a shopping event, it's where beauty's icons are crowned and trends take flight. This year, consumers didn’t just shop—they decided what’s it in beauty.
Using Plot’s video social listening, we analyzed 23,238 pieces of user-generated content (UGC) across TikTok and Instagram from 10/25 to 11/09. By separating paid from organic content, we uncovered the authentic recommendations driving genuine consumer trust and enthusiasm.
Here’s how beauty marketers can turn these insights into a winning 2025 strategy.
1. Nurture Your Community
Charlotte Tilbury's Pillow Talk Lipstick + Lip Liner amassed 8.11M views across 99 Instagram mentions, demonstrating social proof's impact. When brands actively participate in these organic conversations through thoughtful comments and reactions, they transform casual fans into vocal advocates. This authentic community engagement not only validates consumers' enthusiasm but cultivates deeper brand loyalty through meaningful interactions. By building genuine relationships with their community, brands create a self-reinforcing cycle where engaged customers become powerful ambassadors for their products.
Action Step: Join organic discussions by engaging with creators and their content to strengthen trust and inspire more advocacy.
2. Strategically Build Pre-Sale Buzz
Patrick Ta’s Eyeshadow Duo sparked conversations—and controversy—around pricing when it launched just before the Sephora Sale. This organic dialogue boosted visibility and drove interest. While not part of a planned strategy, it illustrates the importance of monitoring audience sentiment and timing product launches to capitalize on moments of heightened attention. By tracking these conversations, brands can shape perceptions and maximize pre-sale engagement.
Action Step: Use tools to monitor audience conversations and time launches strategically to align with key events like major sales.
3. Identify Top Creators for Partnerships
Rare Beauty’s Soft Pinch Liquid Blush generated 6.37 million views on TikTok from just 128 posts, highlighting the impact of creators who naturally advocate for a brand. While many marketers focus on partnering with large influencers, smaller, passionate advocates often drive higher engagement and trust within niche audiences. With tools like Plot’s Video Social Listening, brands can not only find these hidden gems but also track their advocacy over time by adding them to a dedicated list. This allows marketers to monitor when creators post about their brand or related topics, enabling consistent engagement and opening doors to meaningful, high-impact partnerships.
Action Step: Track smaller creators using tools like Plot to monitor brand mentions and nurture partnerships that resonate with engaged audiences.
4. Remarket Winning Products
Fenty Beauty’s Gloss Bomb earned 7.01 million organic views, supported by glowing user testimonials. This performance demonstrates the opportunity for brands to double down on consumer-loved products. UGC can be used to remind consumers why these products became favorites, reinforcing loyalty and driving additional sales.
Action Step: Find top-performing products through sentiment analysis and remarket them to amplify their appeal.
5. Use Trends for Amplification
Huda Beauty’s Easy Bake Loose Setting Powder thrived within the "baking" trend—a community-driven phenomenon that naturally integrated the product into routines. Although unplanned, this success shows how brands can use trend tracking to identify and act on cultural moments. Tools like Plot’s trends page keep marketers relevant by spotlighting emerging movements in pop culture and makeup techniques, offering opportunities to amplify campaigns rapidly.
https://www.tiktok.com/@lindceybeautyy/video/7434593719971499294
Action Step: Monitor and act on emerging trends using tools like Plot’s video social listening to ensure your campaigns resonate with timely, cultural conversations.
Conclusion
The Sephora Sale revealed that 23,238 pieces of UGC weren’t just content—they were vibrant conversations and undeniable votes of confidence from consumers. While Rare Beauty and Charlotte Tilbury stood out, the full report goes deeper into other standout brands like Summer Fridays, Makeup By Mario, Dior, and more, offering a lot of key results that can shape your next strategy.
For beauty marketers, the lesson is clear: UGC drives strategy. With tools like Plot’s video social listening, you can harness consumer insights, track trends, and build authentic engagement. Stay ahead in 2025 by transforming consumer-driven narratives into actionable marketing wins.
Discover more insights, including a detailed breakdown of top-performing brands and products, by downloading the full report below.
