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

Page: https://stenobird.com/podcast/uncensored-cmo-257995/how-sephora-built-brands-through-creators-partnerships-and-loyalty-cmo-zena-arnold
Text version: https://stenobird.com/podcast/uncensored-cmo-257995/how-sephora-built-brands-through-creators-partnerships-and-loyalty-cmo-zena-arnold.md
Podcast: [Uncensored CMO](https://stenobird.com/podcast/uncensored-cmo-257995)
Published: 2026-04-29T00:00:00+00:00
Episode link: https://ucmo.transistor.fm/263
Audio file: https://media.transistor.fm/1420eeda/a2c3f631.mp3
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JSON: https://stenobird.com/v1/public/podcasts/uncensored-cmo-257995/episodes/how-sephora-built-brands-through-creators-partnerships-and-loyalty-cmo-zena-arnold
Duration seconds: 2589

## Resource

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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## Transcript

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