Celebrity stylists and makeup artists have traditionally only operated within high-profile celebrity and industry circles. Now, their airbrushed, polished looks are becoming more accessible to the everyday consumer, gaining greater exposure through digital platforms and collaborations with content creators.
Pushing this agenda, renowned makeup artist Mario Dedivanovic is offering unprecedented access to his expert techniques with “Mario’s Beauty Booth,” a TikTok content series created through a partnership between his cosmetics line, Makeup By Mario, and Sephora.
The series will release new content every Monday and Thursday from May 18 through June 8, featuring Mario himself sharing advice ranging from quick demos to his go-to tips and product tricks. The collaboration brings beauty education directly to consumers’ TikTok feeds.
“Education is so important to me, and my Beauty Booth has given me the opportunity to engage with my community and Sephora’s community to share my craft and answer people’s questions directly on TikTok,” said Dedivanovic, founder and CEO of Makeup By Mario, in a statement. “My goal has always been to teach and inspire, helping people feel more confident and connected through makeup, and this next chapter with Sephora is no exception.”
Rather than relying on traditional short-form videos, the 7-part series will take a more interactive approach. Each episode will feature a content creator or brand founder calling Dedivanovic with a beauty dilemma, beginning with Stephanie Valentine, known as Glamzilla on TikTok, who will receive a live makeup application from Dedivanovic himself in the Beauty Booth. Other featured beauty influencers will include Carli Bybel and Erica Taylor, as well as brand founders Danessa Myricks and Sofia Pavitt.
“This collaboration reflects Sephora’s unique approach to partnering with founders, supporting them at every stage of their growth and connecting them to a global community of beauty enthusiasts while fostering a strong sense of belonging,” said Deborah Yeh, Sephora’s Global Chief Marketing Officer in a press release. “By bringing Mario’s Beauty Booth to TikTok, Sephora continues to innovate in how it engages with its audience, meeting consumers where they are with content that feels authentic, inspiring, and relevant.”
The episodes will spotlight various Makeup By Mario hero products, and move beyond conventional artistry demonstrations to showcase product innovation and the transformative power of positive beauty experiences. The launch will also be supported by a global campaign in which creators share how Dedivanovic’s artistry has influenced both them and their everyday approach to makeup.
Launching globally on Sephora’s TikTok channels, the partnership reinforces the beauty retailer’s reach across 23 markets while deepening the two companies' exclusive relationship. The collaboration also reflects a broader industry trend in bridging professional artistry with more accessible beauty education for global audiences.
