Key Takeaways:
- Sephora's Seth Rogen holiday campaign sparks debate over male beauty stereotypes.
- Critics question whether the campaign undermines Sephora's existing efforts to include men.
- The campaign prioritizes accessible holiday gifting over redefining men's beauty consumption.
It’s 2026, and the men’s beauty boom is well underway. North America holds the largest share (34%) of the $48.86 billion global men's beauty market, and 36% of men believe looking their best matters more than it did five years ago.
Today, the “coolest” thing a teen boy can have is a collection of high-end fragrances and a bathroom cabinet stocked with respected skincare brands. The days of using the term “metrosexual” to describe a man who cares about his appearance are well and truly over; the terminology died because the behavior it describes has increasingly become commonplace.
So why is Seth Rogen looking confused in a Sephora store?
Sephora's official holiday campaign, "We All Sephora," launched on October 29, following the company’s October 26 announcement that Rogen would star. Created by advertising agency GUT New York and directed by Jason Woliner, the comical –yet proving to be controversial –campaign features the actor and comedian beginning his holiday shopping in a Sephora, bewildered by endless SKUs and their capabilities.
By the time Rogen is finished sleuthing through the store, with a “little” help from a sales assistant, he is confident in his purchases (an LED mask for his mother, Dae styling spray for his producer, and a vitamin C set for his sister), and he’s even learned what a setting spray does.
