Sephora & Vogue Bet Big on Creator Commerce: What Brands Need to Know

The creator economy is shifting. No longer are brands content with paying heavy fees to third-party affiliate platforms like LTK or ShopMy. Instead, powerhouses such as Sephora and Vogue are building their own creator ecosystems, reshaping how creators, brands, and consumers interact.

Last week, Sephora launched “My Sephora Storefront” while Vogue announced the upcoming launch of “Vette” in 2026. These moves signal a new era: brands no longer want to rent space in someone else’s marketplace, they’re building their own “creator cities.”

1. Why Sephora and Vogue Are Building Their Own Platforms

Traditionally, creators link through affiliate networks such as LTK and ShopMy, which charge 8–15% in fees. With Sephora and Vogue now operating their own platforms, these fees are eliminated, allowing creators to earn more directly while brands retain greater control over data and customer journeys.

• Source: Retail Dive – Creator economy growth

• Source: Business of Fashion – Sephora digital expansion

2. How Creator Commerce Is Becoming a Billion-Dollar Market

Creator commerce already represents billions in annual revenue. By launching their own platforms, Sephora and Vogue position themselves to:

• Capture affiliate traffic that previously went to external platforms.

• Control customer data flows for improved personalization.

• Build exclusive brand-creator partnerships under their umbrella.

This move aligns with wider trends: platforms like TikTok and Instagram are doubling down on integrated shopping. Sephora and Vogue are now going one step further by owning the ecosystem itself.

3. What’s at Stake for Creators

Creators stand to benefit through:

• Higher earnings: No intermediary fees.

• Brand prestige: Association with industry giants like Sephora or Vogue elevates their positioning.

• Visibility: Platforms will likely feature curated creators, offering them exposure that’s hard to replicate elsewhere.

But there are risks too: creators could face exclusive contracts, limiting their freedom to promote competitors.

4. The Risks and Opportunities for Smaller Brands

For independent and mid-size brands, this pivot may be both an opportunity and a threat:

• Opportunity: Access to Sephora and Vogue’s creator networks could drive massive traffic.

• Threat: Smaller brands risk being overshadowed if platforms prioritize their in-house or top-tier partners.

Brands must prepare to diversify affiliate strategies, balancing relationships across Sephora, Vogue, and traditional platforms to avoid over-reliance.

The launch of Sephora’s “My Sephora Storefront” and Vogue’s upcoming “Vette” platform marks a seismic shift in the creator economy. For creators, it’s the chance to earn more with stronger brand alignments. For brands, it’s a wake-up call: the era of renting space from third-party affiliates is ending.

The land grab has begun, and those who adapt their strategies early will be best positioned to thrive in this new ecosystem.