STRATEGIST + PRODUCER

As Social Strategist and Producer, I partnered with four influencers to craft authentic stories spotlighting Sephora’s Black-owned brands—Shani Darden (skincare), Danessa Myricks (makeup), World of Chris Collins (fragrance), and PATTERN by Tracee Ellis Ross (haircare). I collaborated closely with talent and the video team through multiple rounds of revisions to ensure the content felt real, resonant, and celebratory.

This campaign directly tied into Sephora’s 15% Pledge, underscoring the brand’s commitment to equity in retail by elevating Black-owned products and celebrating their excellence across categories. The work delivered 4.9M+ impressions and drove over 876K engagements, achieving an average engagement rate of 17.8%, far exceeding industry benchmarks