SEPHORA SQUAD

As a Los Angeles event and campaign photographer, few projects reflect the cultural energy and diversity of modern beauty better than the launch of the 2023 Sephora Squad. I had the honor of photographing this year’s kick-off — capturing portraits and behind-the-scenes content of 68 creators from across the country, each bringing their own story, aesthetic, and voice to the beauty space.

This year's event marked a major milestone in Sephora’s influencer program — not just for its scale, but for its commitment to representation, mentorship, and brand collaboration. Looking for a Los Angeles event photographer who can deliver high-quality, on-brand coverage for any occasion? Explore our full event photography services.

🌟 What Is the Sephora Squad?

Now in its fifth year, the Sephora Squad is one of the most sought-after influencer programs in the beauty industry, with over 16,000 applications in 2023 alone — a 43% increase over 2022.

What makes this program different?

It goes beyond influencer partnerships. Sephora Squad is built around authenticity, mentorship, and diversity. Participants include beauty lovers and creators of all races, ethnicities, genders, sexual orientations, ages, body types, and follower sizes — from micro-influencers to seasoned veterans.

🖼️ Photographing the 2023 Squad: Real Faces, Real Stories

This campaign shoot wasn’t about creating polished commercial perfection — it was about capturing the truth of each person. The day was filled with movement, connection, and intentional storytelling. I photographed creators as they:

• Engaged in workshops and coaching sessions

• Interacted with each other on set and behind the scenes

• Participated in live video content and interviews

• Expressed their individuality through fashion, makeup, and creative styling

As a campaign and portrait photographer, my goal was to preserve the unique energy of each Squad member — giving Sephora a library of images that felt intimate, real, and fully aligned with the brand’s messaging.

🔍 Key Highlights from the 2023 Sephora Squad Program

• Record-breaking 16K+ applications in 2023

• Social growth: The 2022 Squad saw a 99% increase in collective follower count

• Over 70% of the creators are people of color, and 14% are Spanish-speaking

• 42% are Gen Z (under 24), and 7% are over 40 — showing multigenerational representation

• The program includes new mentorship roles, with former Squad members guiding the next wave of beauty creators

• Squad members gain access to:

  • Paid year-long partnerships

  • Sephora campaign opportunities

  • Social media amplification

  • Professional coaching & brand mentorship

  • Collaborations with Sephora’s top partner brands

🎯 What This Means for Beauty Brand Photography

Shooting for Sephora Squad means adapting to real-world energy, fast-moving production, and the unpredictability of authentic human connection. It’s a style of event photography that requires both technical control and emotional sensitivity — especially when the subject is real people being real on behalf of a global brand.

If you're a beauty brand, PR agency, or social team in need of professional campaign photography in Los Angeles, I bring over 14 years of experience across red carpets, brand activations, influencer events, and commercial shoots.

📩 Book Event Photography for Your Brand Campaign

Whether you're launching a new product line or creating a mentorship-based influencer initiative like Sephora Squad, professional photography helps ensure your story travels far, wide, and beautifully.