Sephora's latest holiday campaign marks a change in its credited creative agency after three seasons of TBWA\Chiat\Day LA holiday work.
The retailer partnered with GUT New York on "We All Sephora," a campaign starring Seth Rogen as a beauty shopper who needs help choosing gifts.
Directed by Jason Woliner, the hero spot follows Rogen as he seeks gifts for family and friends with guidance from Sephora Beauty Advisors.
"Holiday gifting can be stressful, so anything that makes it easier is a win in my book," Rogen said in Sephora's announcement.
The campaign launches in the U.S. and Canada on October 29 across connected TV, linear TV, streaming, and social.
Shoppers can also find Rogen's curated picks on Sephora's website and app.
TBWA\Chiat\Day LA handled the beauty retailer's holiday ads from 2023 through 2025.
The agency first steered Sephora into holiday comedy in 2024 with Taika Waititi's "Don't Overthink It" spots.
It then cast Tan France as the resident gifting expert in 2025.
GUT New York now flips this setup, casting the celebrity as the shopper who needs expert help.
Beauty Advisors Steer Rogen Through Three Gift Picks
Rogen's unfamiliarity with beauty shopping drives the hero spot.
GUT New York gives Sephora Beauty Advisors an active role in a relatable ad strategy.
It links expert advice to products that shoppers can purchase through the retailer's website and app.
A Sephora Beauty Advisor helps Rogen choose a setting spray for his producer and a fragrance for his cousin.
He also selects a red-light therapy mask for his mother.
"The best gifts create moments of joy, especially when it comes in a black and white striped bag," Sephora U.S. CMO Zena Arnold said in a press release.
Arnold added that the retailer wants gifting to "feel effortless" for shoppers who "don't know where to start."
Director Jason Woliner brings experience working with Rogen on "Paul T. Goldman," the Peacock series that the comedian executive-produced.
Sephora extended the concept into a physical activation at The Grove in Los Angeles, the actor's home city.
The store temporarily changed its name to "Sethphora," teasing the brand partnership before the full campaign launch.
Rogen's Sephora endorsement follows his role in Roots' 2025 holiday campaign, "Anything Roots."
The Canadian retailer cast him as its Holiday Concierge, answering customers' gifting dilemmas with humorous advice.
At Sephora, Rogen moves to the other side of the counter as the shopper asking for help.
His uncertainty becomes part of the sales pitch, giving beauty newcomers someone to see themselves in.
Sephora's Growth Raises the Stakes for Holiday Gifting
Sephora's parent company LVMH reported €18.35 billion (roughly $20.45 billion) in 2025 revenue for selective retailing, the division Sephora shares with DFS.
The division also grew recurring operating profit by 28% to €1.78 billion, or $1.98 billion, underscoring its commercial importance.
The U.S. holiday market is also set for another record.
The National Retail Federation forecasts that November and December 2026 retail sales will reach $1.013 trillion, up 4.2% from 2025.
These numbers make sales the measure of Sephora's holiday push, with Rogen's curated picks as the clearest route to checkout.
Three insights emerge for brands planning holiday campaigns:
- Seasonal spending creates a major sales opportunity. Retailers should connect holiday campaigns to relevant gift selections to convert interest into purchases.
- Retail growth depends on product discovery. Beauty brands should use expert recommendations and curated products to help shoppers choose gifts with confidence.
- Campaign reach needs commercial measurement. Teams should track product-page visits, conversion rates, and holiday sales to assess performance.
Sephora’s financial results and holiday forecasts show the opportunity, but campaign sales data will determine its impact.
Our Take: Can Sephora Use Humor to Convert Sales?
Rogen's confusion gives Sephora a relatable way to introduce products that may intimidate unfamiliar buyers.
The "Sethphora" storefront adds a local activation that can spark curiosity before the wider media rollout.
But Sephora needs the campaign to generate product discovery and purchases.
We give Sephora's humor a real shot at converting sales, since each of Rogen's gags ends on a product that shoppers can find in the app.
If Sephora can measure how Rogen's picks drive discovery and sales, the campaign could offer a useful model for future retail advertising.
This push also reflects how retailers are making gift shopping easier through curated recommendations.
Anthropologie paired its "On My Way" holiday campaign with a new DoorDash partnership, connecting gifting with delivery convenience.
Creative agencies can help retailers connect celebrity partnerships with product storytelling and shoppable experiences.
Explore these top retail advertising agencies to find a partner for your next campaign.
