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Fortune

Alexa Mikhail

Sephora is at the center of TikTok beauty trends—and the CEO says it's 'not by accident'

Sephora TikTok Fortune United States Instagram

Sephora executive Artemis Patrick is seen at the MPW conference (Credit: Kristy Walker/Fortune)

TikTok has become a hub celebrating and promoting the latest beauty trends, from blush draping and lip tinting to smoothie recipes for skin care—and Sephora is in on it.

“It's not by accident that a lot of the hot brands that are trending, that are only sold at Sephora, are on TikTok,” said President and CEO of Sephora North America Artemis Patrick at the Fortune Most Powerful Women Summit in Laguna Niguel, Calif., Wednesday.

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