Buzzfeed-owned Complex and Sephora have announced plans to team up on a beauty content hub. Marking Complex’s entry into the beauty space, weekly content rolled out over a period of six months will include editorials and video focused on noteworthy individuals in the streetwear and sneaker space with content ranging rom “beauty moments in hip hop, to stories about protective hairstyles.”
Commenting on the partnership in an exchange with WWD, Sephora’s senior vice president of marketing Abigail Jacobs stated, “It started with thinking about Complex’s audience. Obviously we have a commitment to our diverse brands and our diverse audience and Complex is an incredible voice working to uplift communities of color and we felt like there was great synergy there.
“We also thought of Complex as an incredible destination for style, and there is such an opportunity and synergy between style and beauty that we felt hadn’t been tapped into yet, so we got really excited about that opportunity and thankfully when we approached them they got excited about it, too.”
