---
id: "entity-sephora-d4"
type: "entity"
source_timestamps: ["§ Connectedness: From Metrics to Mutuality"]
tags: ["beauty-retailer", "case-study-success"]
related: ["concept-connectedness", "action-foster-two-way-interaction"]
entityType: "organization"
canonicalName: "Sephora"
aliases: []
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Sephora

A global beauty retailer that successfully builds [[concept-connectedness|Connectedness]] through its **"Sephora Squad."** By hosting **Instagram Live Q&As** where influencers offer personalized advice in real time, Sephora turns passive viewers into active participants — and everyday beauty lovers into content creators. The model example for [[action-foster-two-way-interaction|two-way community interaction]], contrasting sharply with the broadcast-only [[entity-sugarbearhair|SugarBearHair]] approach.