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Sephora partners with BBC Three's Glow Up for upcoming season

Sophie Smith
26 April 2023

Sephora UK has partnered with BBC Three's Glow Up for an industry assignment in the second episode of its fifth season, which will air on 10 May 2023.

Hosted by Leomie Anderson, the aspiring makeup artists are set a challenge which encapsulates Sephora’s on-going UK launch campaign: Express All Of You. The campaign, which celebrates the UK’s rich tapestry of cultures and identities, was first introduced ahead of Sephora's online launch in the UK last year.

Following the recent opening of Sephora at Westfield London, the second iteration of the campaign challenges the store’s new beauty advisors, staff and customers to "unleash their beauty power" for Express All of You, the sequel.

The challenge sees this year's contestants style Sephora UK customers, who have been specifically selected by the retailer for having a "strong connection to the brand and their own unique beauty story".

After each MUA has spent time understanding their person and how they identify, they are set the challenge of creating one look to capture the customer and the Sephora UK brand.

Each look is then photographed, with the winning contestant creating two more looks to be finalised and photographed at a later date. These portraits will sit as part of the wider Express All of You tapestry and feature within the social campaign to amplify the recent Sephora Westfield London opening.

Long-standing judges of the show Val Garland and Dominic Skinner will be joined by guest judges Arieta Mujay, Sephora’s UK Brand Director, and Patrik Ta, celebrity artist and founder of makeup brand Patrick Ta.


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Leah Caffrey, Series Producer at Glow Up, said: “Every series, we aim for our MUAs to experience the best jobs in the industry. Working with Sephora on the Express All of You campaign, really tested their make-up skills and knowledge.

"They worked hard to understand what look the model wanted and the judges were really pleased with the results. The MUAs are all capable of working within the makeup industry but often struggle to get their foot in the door, so this opportunity gets them one step closer to their dream."

Glow Up will return to BBC Three for its fifth series on 2 May 2023, with ten new makeup artists looking to become Britain’s next makeup star.

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