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Sephora Joined TikTok Shop to Extend Its Curation. Week 1 Showed What It Gave Up
Inc · 30 Sep 2026

Sephora Joined TikTok Shop to Extend Its Curation. Week 1 Showed What It Gave Up

The beauty retailer brought curation to TikTok Shop, but its launch showed how algorithms reshape the customer journey.


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