The Journal
How to Collaborate With Luxury Hotels This Summer
Securing a hotel or travel collaboration might seem like a pipe dream, but the truth is: if you’ve got an engaged audience and a clear value offer, there’s absolutely no reason why you can’t land one this summer. Whether you’re a content creator, UGC specialist, or just someone with a creative edge and a phone, this guide will walk you through every step, from research to pitch to posting, so you can start working with dreamy hotels, resorts, and travel brands immediately. Step 1: Define Your Offer (Before You Even Think About Pitching) Hotels get approached daily, especially in summer. If you want your message to stand out, you need to lead with value. That starts by getting crystal clear on what you can offer them. Ask yourself: Can you create high-quality content (Reels, TikToks, UGC, drone shots)? Do you have a niche audience that travels or books stays regularly? Can you drive traffic to their website, booking platform, or social media? Tip: Even if your following is small, you can offer content creation in exchange for a stay, especially if you position it as UGC they can use across their channels. Be specific with your offer: “I can provide 3 Reels, 10 edited photos, and a TikTok in exchange for a 2-night stay. You’ll also receive usage rights for all content created.” Step 2: Shortlist Hotels That Actually Collaborate Don’t waste time pitching the Four Seasons if your current brand doesn’t align with theirs. Focus on: Boutique hotels Eco-resorts New openings Family-run properties Hotels actively reposting creators’ content Search Instagram using hashtags like: #HotelCollaboration #PressTrip #HostedStay #(HotelName) + “gifted” You’ll quickly see which hotels have partnered with creators before and that’s your green light. Step 3: Find the Right Contact (and Don’t Skip This) Avoid generic “info@” emails where possible. Instead: Head to the hotel’s Instagram and look at who’s tagged in posts or who replies to comments. If all else fails, email the general manager and kindly ask to be directed to their marketing contact. Tip: Smaller hotels often handle marketing in-house, so don’t be surprised if the GM replies directly. Step 4: Craft a Short, Punchy Pitch Email Forget long introductions and fluffy bios. Hotels want to know three things: Who you are What you’re offering What they’ll get in return Here’s a pitch structure that works: Subject line: Collaboration Request - Summer Content Creation Opportunity Email body: Hi (Name),I hope you’re well! I’m (your name), a (content creator/UGC creator/travel writer) with an engaged audience (insert follower count and engagement rate), who love discovering beautiful stays across (insert region or niche). I’ll be in (location) from (dates), and I’d love to collaborate with (hotel name) to create high-quality content that you can use across your platforms. I can offer: 2 Reels and 10 edited photos A TikTok review of the stay Full usage rights Optional add-ons like drone footage or Instagram stories In return, I’m seeking a hosted 2-night stay (flexible on dates). I’ve worked with (hotel/brand examples if applicable), and I always tailor content to match the brand’s tone and audience. Please click here to view recent examples of my content (link media kit or portfolio, if you have one). Please let me know if this is something you’d be open to discussing, I’d love to hear your thoughts. Warm regards,(Your Name)(Social links) Tip: Keep it about them, not you. You’re solving a content problem they might not even know they have. Step 5: Follow Up (Most Partnerships Happen Here) No response? Don’t panic. Hotels are busy, especially during peak season. Wait five days, then send a polite follow-up: “Hi (Name), just checking in to see if you had a chance to review my previous message. I’d still love to collaborate while I’m in town. Happy to work around your availability and tailor the deliverables to your needs.” Most people give up too quickly. Following up shows you’re professional and serious. Step 6: Prepare to Overdeliver If the partnership is confirmed: Confirm check-in/out times and who your main contact is. Ask if they have a shot list, brand guidelines, or preferred angles. Scope out the property online beforehand so you arrive with ideas. Content tip: Create your best work. These collabs open doors to paid campaigns, bigger stays, and referrals, so treat every one like a portfolio piece. Step 7: Deliver and Tag Like a Pro Once your stay is complete, deliver content on time and always tag the hotel properly. Don’t just drop a tag and go. Include them in captions, give glowing shout-outs, and thank them publicly. You want your content to feel natural and warm, not transactional. Optional: Send them a thank-you email after check-out with all assets neatly linked in a Google Drive folder. You don’t need a million followers or a manager to land hotel collabs. What you do need is a clear offer, strategic pitching, and the confidence to follow up professionally. Make this your summer of partnerships, the kind that lets you travel smarter, build your portfolio, and enjoy the perks of doing what you love. No more waiting around for brands to find you. Pitch smart, pitch now, and pitch like someone who belongs there, because you do. That All Sounds Great, But I've Earned My Stripes Already, How Do I Get Paid? Securing a gifted stay is a brilliant starting point, but if you’re serious about turning content creation into a business, then paid travel partnerships should be the goal. The good news? Hotels and travel brands do have marketing budgets. You just need to show them why you’re worth investing in. Here’s how to make the shift from complimentary stays to paid collaborations: 1. Start By Offering Value-Heavy, Gifted Collaborations Yes, even if your end goal is to get paid, the reality is: most creators start with unpaid work to prove their value. The trick? Treat every gifted stay like it’s a paid campaign. Deliver content on time Communicate professionally Ask for a testimonial or quote post-stay Save all analytics to include in future pitches This gives you case studies you can reference when pitching paid campaigns. 2. Know What Hotels Will Pay For Hotels don’t just pay for content, they pay for outcomes. That means: Direct bookings through your affiliate link or discount code User-generated content they can reuse for ads, websites, or brochures Whitelisting or ad licensing rights Exposure to a niche audience (honeymooners, solo travellers, digital nomads, etc.) Professional-quality content they’d otherwise hire a photographer or videographer to create Your job is to show them how you save them money while adding real value. 3. Pitch Paid Services Like an Agency The easiest way to transition from “influencer” to “partner” is to start acting like one. When pitching for paid work, structure your proposal like a service menu: Proposal Example: 2 x Reels (with optional voiceovers) - £250 each 1 x TikTok - £300 10 edited stills for use on socials - £200 7-day story coverage with link tracking - £100 Full usage rights for content (3 months) - £150 Optional add-on: Whitelisting rights for ads - £100 per platform Tip: You can quote this as a bundle or per deliverable, depending on the hotel’s size and budget. 4. Use Past Results to Justify Your Rates Numbers talk. Include screenshots or examples showing: Increased bookings from your stay Engagement rates on hotel-related content Before-and-after follower growth for the brand Click-through rates from story links or bio links Even if you’re still building your audience, you can lean on: Strong video performance (high saves, shares, and watch time) Creative quality Professional communication and delivery 5. Don’t Be Afraid to Charge If a hotel says they have no budget, that doesn’t always mean no budget at all, it might just mean they need help understanding the value. Try this: “Totally understand if a hosted stay is the only option at this time. Just so you know, I do offer paid packages for high-quality video content, which many of my previous clients use for Instagram ads or TikTok marketing. Happy to tailor a quote if this becomes relevant in future!” Sometimes the way you present pricing is what gives them confidence to invest. 6. Build a Portfolio Beyond Hotels If you’re not quite at the stage of landing paid hotel stays, think about: Working with travel gear brands Getting paid to promote travel insurance, luggage, skincare, or booking platforms Partnering with local restaurants or experiences in the destination Creating UGC for Airbnb listings or independent rentals All of these are easier to monetise early on and they still position you as a travel content creator, which makes hotel pitches even stronger. 7. Set Your Minimum Rate and Stick to It Whether you’re quoting £100 or £1,000, decide on your non-negotiables: Your time Your production quality Your experience Charging for content isn’t “being cheeky”, it’s standard business. And the sooner you start positioning yourself this way, the more comfortable it will feel (and the more seriously you’ll be taken). If you're not too sure what to say, here's another email pitch template for you: Subject line options: Summer Content for (Hotel Name) Content & Exposure Opportunity Travel Creator Partnership Proposal for (Hotel Name) Email body: Hi (Name), I hope you’re well and that the summer season is treating you kindly so far! I’m (your name), a travel content creator with a highly engaged audience (insert follower count and engagement rate), who look to me for inspiration on where to stay, what to book, and how to travel well. I’m currently planning summer travel dates in (destination) and would love to collaborate with (hotel name) on a paid content partnership. Here’s a quick outline of what I can offer: High-quality Reels and short-form video content tailored to your brand A dedicated TikTok or Instagram feature showcasing the stay 10+ edited photos with full usage rights for your socials or marketing Instagram stories with direct swipe-up links and strong engagement I’ve worked with hotels such as (insert name(s) or leave out if you’re building your portfolio), and my content has consistently led to high reach, saves, and direct booking enquiries. Please click here to view recent examples of my content (link media kit or portfolio, if you have one). My standard content package starts at (£XXX), but I’d be happy to tailor a quote based on your specific needs and upcoming availability. Please let me know if this is something you’d be open to discussing. I’d love to create something fresh, engaging, and valuable for your audience this season. Warm regards,(Your Name)(Instagram / TikTok handle) Optional PS: PS. If paid collaborations aren’t within your current budget, I also offer bespoke content packages that can be used as evergreen marketing assets at a much lower cost than traditional campaigns. If They’re Getting Value, They Can Afford to Pay The tourism industry thrives on content, especially in a world where people book based on what they see on Instagram or TikTok. If your content can influence just one booking, then you’ve already paid your way. So pitch with confidence, lead with value, and remember, you’re not asking for a favour, you’re offering a service.
Things You Should Do After Every Brand Partnership
You’ve hit publish, delivered the content, tagged the brand, responded to a few fire emojis, and maybe even poured yourself a glass of wine to toast the end of another successful collaboration. Cheers to that. But before you sink too deep into your sofa and start bingeing your next series, let’s talk about what comes after the post, because if you stop at the content, you’re leaving a lot of potential (and possible future paid opportunities) on the table. Far too many creators hit “post”, and move straight onto the next thing, missing out on golden opportunities to grow, get noticed, and build lasting brand relationships. But if you want to level up, secure repeat work, and keep your name circulating in the right rooms, what you do after the partnership matters just as much as the content you created. Here’s what you should be doing after every partnership to turn one-offs into long-term wins. 1. Send a follow-up email (not just a DM) It’s easy to assume that once you’ve delivered the content, your work is done. But following up is where long-term relationships are built. Send a short, professional email to the brand or PR contact thanking them for the opportunity, sharing any early results (if applicable), and letting them know you’d love to work together again. Even if they don’t reply straight away, it plants the seed. Tip: Keep it personal. Mention something specific from the collaboration so it doesn’t feel like a copy-paste. 2. Ask for feedback If you want to grow, you need to be open to feedback; good, bad, or constructive. Ask the brand if they were happy with the content and if there’s anything you could do differently next time. It shows you’re professional, self-aware, and keen to improve. This also helps you understand what different brands value most eg. aesthetic? engagement? storytelling? 3. Share performance results You don’t need to wait for them to ask. Share insights from your post(s), reach, saves, shares, story taps, clicks, and any replies or comments that stand out. Even for gifted collaborations, this is a power move. It shows the brand you take your work seriously, and it positions you for paid work next time. And if your content performed well? Don’t be shy. Let them know. 4. Engage with the brand’s page afterwards Don’t just tag and bounce. Keep engaging with the brand, like their posts, comment, reply to stories. It keeps you on their radar and shows genuine interest beyond a transactional exchange. Brands are far more likely to rebook creators who show love and build rapport. 5. Repurpose your content (strategically) That gorgeous shot you posted on your feed? Don’t let it disappear into the scroll. Turn it into a Reel, a Pinterest pin, or use it in a newsletter if you have one. Creators who treat their content like assets rather than one-off deliverables tend to grow faster and attract more brand work. Also: repost a few weeks later to extend its life. Just make sure to tag the brand again. 6. Update your media kit If it was a big name, a great result, or a campaign you’re proud of, add it to your media kit. Include visuals, stats, and a short sentence about what you delivered. Over time, this builds a portfolio that speaks for you when pitching. This is especially key if you’re trying to land higher rates or pitch new categories. 7. Reflect on how it went What worked? What didn’t? Was the brief clear? Did you feel fairly compensated for the effort involved? Would you say yes again? Every partnership is a learning moment. The more intentional you are about reflection, the better your future collaborations will be. Also ask yourself: did this align with my audience? Did it help or confuse my brand positioning? 8. Keep a running list of your partnerships It’s not just about remembering who you’ve worked with, it’s about seeing patterns. Are you getting repeat work from the same type of brand? Are certain industries more responsive to your content style? Keeping a simple spreadsheet can help you track growth, average rates, and most importantly: who to follow up with in a few months. 9. Follow up again (yes, again) Three months later, reach out to the brand or PR contact with a casual check-in. Mention the campaign you worked on, ask if they’ve got anything coming up, and remind them you’re keen to collaborate again. Creators who stay in touch are the ones who get remembered. Pro tip: Follow up around a new season, product launch or event. Timing is everything. You don’t need a new agency, fancy lighting or 10k followers to grow. What you do need is consistency, professionalism, and a strategy that extends beyond the post. Partnerships aren’t just opportunities for content, they’re opportunities for connection. And if you treat each one as a stepping stone rather than a standalone gig, your growth will reflect it.
Working With Brands vs Working With PR Agencies
Landing collaborations feels like cracking a code sometimes, doesn't it? One question keeps popping up: who do you email first, the brand’s PR agency or the brand itself? Both options have their pros and cons, and knowing the ins and outs will save you time, energy, and maybe a few awkward “did they see my email?” moments. Why Email PR Agencies? The Upsides PR agencies are often the go-to for big brands. Think of them as the professional gatekeepers who manage the flow of collaboration requests. Big Brand Access: Agencies typically handle partnerships for major labels. If you’re aiming for glossy campaigns and top-tier brands, they’re usually your best route. Clear Guidelines: Agencies send detailed briefs with everything you need to know, deadlines, deliverables, style direction etc, so you’re not left guessing what the brand wants. Support with the Process: They handle contracts, payments, timelines, and sometimes even help with negotiations. This structure is great if you want a smoother, more formal setup. Dedicated Contacts: Usually, there’s a specific person or team looking after creators, so your communication won’t get lost in a general inbox. The Downsides Lots of Competition: Agencies get slammed with emails daily. Your pitch has to be sharp, personalised and relevant, generic emails won’t cut it. Less Room to Experiment: Campaigns through agencies tend to be tightly controlled. There’s often less flexibility to bring your own style or ideas. Slower Feedback: Because your pitch passes through agency and brand approvals, responses and decisions can take longer. Distance from the Brand: You don’t get to build a direct relationship with the brand, which sometimes means less influence over the project. Why Email Brands Directly? The Benefits Straight to the Decision-Maker: Especially with smaller or indie brands, emailing directly often means talking to someone who can say yes straight away. More Creative Freedom: Without agency restrictions, brands can be more open to your unique ideas and style. Faster Responses: Less bureaucracy often means quicker replies and decisions. Build Long-Term Relationships: Direct contact makes it easier to develop ongoing collaborations, rather than one-off projects. Control Your Negotiations: You handle rates, deliverables and timelines yourself, which means you’re in the driver’s seat. The Challenges Finding the Right Contact: Brands don’t always make partnership contacts easy to find (but that's what we're here for 💅) Risk of Getting Overlooked: Without a PR or partnerships team, your email might disappear into a general inbox or get missed. You Manage Everything: Without agency buffers, you’ll be responsible for negotiations, contracts, and keeping track of deliverables and payments. Vague Campaign Details: Brands might not always provide detailed briefs upfront, so you’ll need to ask questions and clarify expectations. Which Approach Fits You Best? Go to PR agencies if: You want access to big brands, prefer a structured process, and are comfortable with a slower, competitive environment. Go direct if: You want creative freedom, quicker decisions, and to build personal relationships, especially with smaller or emerging brands. How to Do Both Most successful creators and freelancers don’t choose one or the other, they juggle both. Pitch agencies for big campaigns and reach out directly to brands that match your vibe. Keep your contacts organised with notes on responses and follow-ups. Tailor each email to show you get the brand or agency, and why you’re a great fit. Do your research: Know what the brand or agency is about, recent campaigns they’ve done, and what kind of creators they like to work with. Make your intro clear: Who you are, what you do, and why you’re reaching out, all within the first couple of sentences. Highlight your value: Don’t just say you want to collaborate, explain what you bring to the table and how it fits their needs. Include links: Portfolio, Instagram, previous work etc, make it easy for them to check you out. Keep it professional but natural: Write like a real person, friendly but confident, no jargon or overly formal language. Follow up politely: If you haven’t heard back after 10-14 days, send a gentle reminder. Who you email is part of the strategy, but how you show up in that inbox, is what really counts. Keep it personal, keep it clear, and always lead with what makes you the right fit. A thoughtful, well-structured pitch can open doors, whether you're emailing a PR agency or a brand founder directly.
How to Negotiate Paid Partnerships As A Content Creator
The email lands in your inbox:“We love your content and would love to collaborate!” No mention of deliverables. No mention of budget. Just a vague pitch and a lot of enthusiasm. You want to reply, but the moment money comes into it, things start to feel slightly awkward. Should you ask for their budget? Should you just send your rate and hope for the best? What if you go too high and they disappear, or go too low and regret it immediately? If you’ve ever paused mid-reply trying to find the right wording, you’re not alone. Let’s break it down: how to negotiate with brands in a way that feels natural, gets you paid properly, and keeps the door open for more. 1. Don’t rush to drop your rate It’s tempting. You get the message, you feel the buzz, and you want to keep the momentum going, so you fire back your rates. But here’s the issue: quoting too early, before you know the full scope, is like pricing a cake before you know how many tiers it needs, how soon it’s due, and whether it’s being picked up or delivered across the country. Before you talk numbers, you need clarity. Always ask: What are the deliverables? (Number of posts, stories, reels, etc.) Where is the content going? Just your platform, or theirs too? Will they want usage rights? Whitelisting? Paid ads? Any exclusivity involved? What’s the deadline? Not only does this help you give an accurate quote, but it also subtly tells the brand: “I take this seriously and I know how this works.” 2. Should you ask what their budget is? Yes, but don’t just leave it at that. Asking “what’s your budget?” with no context can feel a bit blunt and, frankly, easy to dodge. You’re more likely to get a helpful answer if you wrap it into a more complete reply. Try something like: “Thanks so much for reaching out, I’d love to learn more. Could you let me know what you have in mind in terms of deliverables and timelines? If you have a budget allocated for this campaign, feel free to share and I’ll then send over my rates and availability.” It’s friendly but direct, and it gives them a chance to be upfront. But if they come back with: “We don’t have a set budget, what’s your rate?”, that’s still useful. It means they’re open, and now you can set the tone. 3. Don’t just throw out a number, explain what it includes When you send your rates, don’t just say “£250 per post.” That number on its own doesn’t mean much. Instead, show what’s included and give your pricing some structure: “For a static in-feed post and two story frames, my rate is £350. This includes content creation, posting, and 14 days of in-feed usage. Let me know if you’d need extended usage, paid promotion or exclusivity, I can provide separate rates for those.” This instantly shows that: You’re not winging it You understand your value You have boundaries You’ll be surprised how often this approach results in better, faster decisions from the brand. 4. Understand what you’re actually charging for Let’s be clear: brands aren’t just paying for a post. They’re paying for your time, your creativity, your influence, and the trust you’ve built with your audience. So when you’re calculating your rate, consider: Time: planning, shooting, editing, posting Production: props, equipment, location Value: audience size, engagement, niche, reach Usage: how and where the brand plans to reuse the content Exclusivity: if you’ll need to turn down similar brand work If you’re unsure how to price, you can always quote a base rate for the content itself, then layer usage and exclusivity on top. This gives you more flexibility and makes it easier to scale up your pricing as the campaign grows. 5. When the budget is too low… You’ve done everything right. Asked the questions, quoted your rate… and they reply with a budget that barely covers an Uber Eats delivery. Don’t panic. This doesn’t mean the end of the conversation but it does mean you need to stay firm. Here’s what to say: “Thanks for letting me know. That’s a bit under my usual rate for the scope we discussed, but I’d be happy to adjust the deliverables slightly to align with your budget. Would you be open to one story frame instead of two, or removing usage rights for now?” This tells them: I’m flexible, not desperate. You’re showing willingness to work with them, but not at the expense of your standards. And if it’s miles off, don’t force it. Just say: “Thanks again for getting in touch. This isn’t something I can take on within the current budget, but I’d love to stay in touch for future opportunities that might be a better fit.” Short. Polite. Clear. You’ve left the door open, but you haven’t stepped through it for exposure alone. 6. Don’t forget, silence doesn’t mean rejection One of the hardest parts about quoting is the waiting. You finally send your rates and the email goes quiet. You check your inbox, your signal, your sense of self-worth. Breathe. Brands take time to review budgets, especially if there are multiple people involved. Don’t assume silence means your price scared them off. Give it 3–5 working days, then follow up with a polite nudge: “Just checking in to see if you had any updates on this one, happy to hold space in my calendar for now.” Professional. Confident. No neediness. You are not being difficult for asking to be paid. You are not being pushy for sending your rates. You are not “hard to work with” because you expect clarity before agreeing to anything. This is your job and negotiating is part of it. The more confidently you treat your work like a business, the more others will too. And the less weird money conversations will feel over time. So the next time a brand gets in touch and leaves out the important details? Ask the right questions. Say your rate. And hold the line.
A Week in the Life of a Magazine Editor’s Inbox
Ever wondered what happens to your pitch after you press send? Let’s take a peek behind the curtain… If you’ve ever felt like your emails are disappearing into a black hole, you’re not alone. Fashion and beauty editors receive hundreds of emails every week and that’s on a quiet one. To help you understand why it’s not always personal when you don’t hear back, we’ve broken down what a typical week in a magazine editor’s inbox really looks like, and how to make sure your pitch doesn’t get lost in the noise. Monday: The Inbox Avalanche 8:57am: They log in to over 300 unread emails. 9:15am: They’ve already deleted half, subject lines weren’t clear, too generic, or screamed “mass email.” 10:30am: They flag a few gift guide pitches and invites to launches that align with current coverage plans. Yours? Possibly buried under a mountain of Monday madness. Timing matters. Tip: Avoid pitching first thing Monday unless it’s time-sensitive. Try Tuesday late morning for better visibility. Tuesday: Meetings, Deadlines & Forward Planning Between editorial meetings, layouts, and calls with PRs they already know, editors are juggling tight deadlines and planning for next month’s features. Only the most relevant, eye-catching emails get opened. If your pitch has a strong subject line and matches an upcoming theme (think summer skincare, Pride month, Wimbledon-worthy looks), it has a better chance of being read. Tip: Be specific. “Affordable SPF under £20 for oily skin” beats “Summer press release.” Wednesday: Events, Launches & Trying to Catch Up It’s midweek. There’s a breakfast launch in Soho, a showroom appointment in the afternoon, and a last-minute shoot edit to approve. They’ll skim their inbox on their phone between taxis, but unless your subject line is golden or your name is already familiar, you’ll probably get snoozed for later… if at all. Tip: Build relationships early. A friendly follow-up later in the week can help bring your pitch back to the top. Thursday: PR Day Thursdays are often the day editors dedicate to meeting PRs, reviewing samples, and sorting what’s going in next week’s shoots or stories. If you’ve sent a relevant, well-timed pitch with product images, stockist info, and clear pricing, this could be the moment it gets noticed. Tip: Always include high-quality images and clear details in your first email, they don’t have time to chase. Friday: Firefighting & Signing Off Friday is a rush to hit deadlines, wrap up the week, and clear the inbox before the weekend. Most non-urgent emails will go ignored. A polite follow-up here might get flagged for Monday… or buried again. Tip: If you’re following up on a Friday, keep it extremely short, helpful, and low pressure. So… how do you stand out? Your subject line is everything. Keep it short, relevant and clickable. Do your homework. Pitch the right editor, at the right title, with the right story angle. Include the important bits upfront. Think pricing, product links, high-res images, availability, and why it’s relevant right now. Keep it concise. They’re scanning, not reading essays. If you’ve ever felt ignored, remember: it’s not that your pitch was bad, it might have just hit at the wrong time, lacked a hook, or landed in a sea of other emails. Knowing how editors work helps you pitch smarter, not louder.
How To Get Your Beauty Brand Stocked At Sephora
Securing a spot on Sephora’s shelves is a dream for many beauty founders and for good reason. Sephora isn’t just a retailer; it’s a global powerhouse with the influence to catapult a brand from niche to mainstream almost overnight. But getting in is a serious business move that requires strategy, patience and polish. Here’s your complete guide on how to make it happen, from first impression to potential partnership. Step 1: Know What Sephora Looks For Before reaching out, it’s vital to understand what Sephora wants. They’re not just interested in trendy packaging, they’re looking for: Innovation: Does your product fill a gap in the market? Performance: Does it deliver visible results or solve a real problem? Brand Story: Are you offering a compelling narrative or mission that customers can connect with? Market Validation: Have you proven there’s a demand (through DTC sales, social traction, glowing PR, etc)? Scalability: Can you keep up with a major retail supply chain? Tip: Study brands that Sephora has onboarded in the last 12–24 months. What do they have in common? What kind of content do they post? How do they tell their story? Step 2: Get Your House in Order Before you approach a buyer, you need to be retail-ready. That means having: Barcoded and shelf-ready packaging Professional product photography Product testing or certification where relevant (especially for skincare) A clear pricing structure with healthy margins A fulfilment process that can scale (inventory, warehousing, shipping etc) You’ll also need a brand deck or pitch presentation that covers: Your product line Unique selling points Target audience Growth to date (sales, PR, influencers, customer reviews) Vision for retail expansion Step 3: Find and Reach the Right Buyers Sephora’s buying team is broken into specific categories - skincare, makeup, hair, wellness, and so on. You’ll need to reach the right buyer for your category. There are two main ways to get in front of them: A. Warm Introductions If you have a PR agency, publicist, or investor, ask if they can make an intro. Research relevant buyers (e.g. “Senior Skincare Buyer at Sephora”) and see if you have mutual connections. B. Cold Outreach You can pitch directly via Sephora’s official product submission portal: https://www.sephorastands.com/brandsubmission Alternatively, you can try emailing a buyer directly, but your email needs to be laser-sharp. Keep it short, link your pitch deck, and focus on what makes your brand a standout. Sephora Buyer Email Pitch Template Subject Line Options: Introduction: (Brand Name) - Modern (Skincare/Makeup/Haircare) with Proven Demand Potential Sephora Fit: (Brand Name) | Targeted Innovation and Scalable DTC Success Retail Opportunity: (Brand Name) | (USP, e.g. ‘Barrier-Focused Skincare Backed by 20k Waitlist’) Email Body: Hi (Buyer’s First Name), I hope you’re well. I’m the founder of (Brand Name), a (brief category e.g. skincare/makeup/haircare) brand that’s been gaining traction for its (insert key USP, e.g. “clinically-backed formulas with a community-first approach”). Since launching in (launch year), we’ve: Achieved £(revenue) in DTC sales Built a loyal community of (number) customers Gained organic coverage in (publication names) Partnered with (creator/influencer name) who’s championed the brand to their (follower count) audience We’re now in a position to scale and would love to explore whether we could be a fit for Sephora. I’ve attached our brand deck and line sheet, which outlines our bestsellers, margins, and fulfilment capabilities. Please let me know if this is of interest, I’d be happy to send samples or arrange a quick introduction call at your convenience. Warm regards,(Your Full Name)Founder, (Brand Name)(Your Contact Info)(Website) | (Instagram) Attachment tips: Keep the brand deck under 10 slides, make it visual, clear and compelling. Include a line sheet with product details, pricing (retail and wholesale), and key ingredients or USPs. If you’ve done recent press, attach a 1-page PR highlights sheet. Bonus tip: Attend industry trade shows like Cosmoprof or Indie Beauty Expo, Sephora buyers often scout talent there. Step 4: Nail the Buyer Meeting If you get a meeting, congratulations, you’re on their radar. Here’s what to expect: The buyer will ask about your products, pricing, ingredients, branding and scalability. You’ll need to demonstrate that you understand the Sephora customer. Be ready to talk numbers: current monthly sales, margins, marketing strategy, and production capacity. Be confident, not pushy. Sephora isn’t just buying a product, they’re investing in a brand. They want to see long-term potential and partnership energy. Step 5: Understand the Financials and Commitments If Sephora agrees to stock you, it’s just the beginning. There are financial and operational considerations you’ll need to be ready for: Slotting fees: While Sephora doesn’t charge traditional slotting fees like some retailers, there may be marketing contributions, discovery box placements, or exclusive launch costs. Wholesale pricing: Expect to sell at around 50% of your RRP. Packaging and compliance: You may need to rework your packaging to meet their guidelines. Inventory expectations: You must be able to fulfil large orders quickly and consistently. Chargebacks and penalties: Missing delivery windows or compliance issues can result in fees. Step 6: Make PR Work in Your Favour If you’re not quite ready for retail yet, strong PR can fast-track you. Here’s how: Get featured in beauty roundups, editor favourites, or gift guides across titles like Glamour, Stylist, Vogue, Refinery29. Secure reviews and organic testimonials from influential creators. Build brand credibility by aligning with trends (e.g. sustainable packaging, hyper-personalised skincare, clinical-grade formulas). Sephora buyers pay attention to the buzz. If they keep seeing your product in the press or trending on TikTok, they’re more likely to take interest when you do reach out. Step 7: What It Really Means to Be a Sephora Brand Getting stocked in Sephora is a game-changer, but it’s not just a vanity metric. Here’s what it means: Global visibility: You’re introduced to millions of loyal customers who trust Sephora’s curation. Sales boost: Many brands see a spike in sales after launch, both online and in store. Brand credibility: Being stocked in Sephora makes you instantly more investable and more appealing to the press, influencers and other retailers. Increased pressure: You’ll need to stay on top of production, customer service, and ongoing marketing to keep momentum. Getting into Sephora isn’t just about luck, it’s about showing up prepared, clear on your value, and consistent in your execution. Whether you’re a startup with cult potential or a growing DTC brand ready to scale, the process is achievable if you approach it strategically. Start by building a product worth stocking, then back it with proof - proof of concept, proof of community, and proof that you can play at scale. If you treat Sephora not as a goal, but as a partner, you’ll be in a far stronger position when the opportunity comes knocking. But... What If You've Tried That Already and You're Being Left On Read? Beyond the traditional pitch-and-meeting route, there are several less conventional but still highly effective strategies to get your brand noticed by Sephora’s buying team. These work especially well for emerging or niche brands that may not yet have retail-ready traction but do have cultural momentum or a compelling edge. Here are some practical, alternative routes to explore: 1. Sephora Accelerate Programme Sephora’s Accelerate programme is designed specifically to support founders of colour and underrepresented entrepreneurs in the beauty space. It’s not just mentorship, many brands that go through the programme later end up stocked in-store or online. What to do: Apply when the programme opens each year (usually autumn) Even if you’re not accepted, the application itself gets your brand in front of Sephora’s internal team Past alumni include Topicals, Eadem, Hyper Skin — all now stocked by Sephora. More info: https://sephoraaccelerate.com 2. Gain Traction via Sephora Favourites or Sample Boxes Sephora curates limited-edition sample kits and themed boxes, often by category (e.g. “Clean at Sephora,” “Best of Black Beauty,” “Glow Essentials”). How it helps: Participating in a box can serve as a trial run for the buyer team to assess customer response These kits also put your product into the hands of thousands of customers who are actively engaged with new brands How to get in: Often requires an invite, but PRs, brand reps or insider contacts can recommend brands for consideration You can mention openness to participating in your email pitch 3. Build Buzz on TikTok and Instagram (Especially with Creator Reviews) A single viral video, especially when reposted across platforms, can grab Sephora’s attention faster than a cold pitch. Practical steps: Gift products to creators who already review Sephora launches Frame your messaging around trends Sephora is known to favour (clean beauty, inclusive shades, clinical skincare, results-first) Track and repurpose any user-generated content into your pitch or deck Why this works: Sephora’s buyers watch what’s trending, especially content tagged with #SephoraHaul, #CleanAtSephora, or #SephoraMustHaves. 4. Use Retail Matchmaking Platforms Certain platforms have direct access to retailer buyers (including Sephora) and offer introductions or pitch events: RangeMe: Used by large retailers for product discovery Faire: Less relevant for Sephora but a good place to build wholesale credibility Beauty Independent: Offers pitch sessions and founder events Pro tip: Look for events that mention “Meet the Buyer” or “Retailer Pitch Day”, even if Sephora isn’t there, others may pass your brand along. 5. Collaborate with an Existing Sephora Brand It’s a bold move, but if you create a limited-edition product, accessory, or content campaign in collaboration with a brand already in Sephora, you may piggyback into the retailer’s ecosystem. Example ideas: A co-branded skincare tool with an indie serum brand A curated creator box featuring your item plus Sephora-stocked favourites A collab between your brand and a makeup artist who already has a Sephora-backed brand This requires relationships, but it’s a creative way to build proximity. 6. Get Press in Sephora-Loved Outlets Some media outlets have a direct influence on what gets picked up. These include: Allure Byrdie Refinery29 Who What Wear Glamour (UK and US) PopSugar Buyers often browse gift guides and trend reports from these platforms to identify emerging names. Try guest pitching editors directly with something timely, like: “Black-owned SPF that works under makeup” “New skin barrier mist that sold out in 72 hours” “Viral lip oil with 10k-person waitlist” 7. Try Getting in Through Sephora’s Online-Only Channel First Some brands launch online-only with Sephora before being rolled out in-store. This gives both you and Sephora a chance to test performance with lower risk. How to position this: Mention in your pitch that you’re open to starting with sephora.com or sephora.co.uk only Highlight how you’ll support the launch with influencers, ads or email campaigns to drive awareness and sales Getting stocked in Sephora doesn’t have to follow a single playbook. The real key is getting noticed and that can come from strong press, smart partnerships, compelling numbers, or powerful storytelling. Think like a retailer: Would I want to take a chance on this brand? If you can make a buyer’s job easier by showing proven demand and clear value, you’ve already got your foot in the door.