@Sephora
Defined and led Sephora’s social creative vision—defining a clear, ownable creative voice and visual style across platforms. Over five years, I helped grow Sephora’s Instagram community from 14M to over 22M+, leading a team of art directors and designers in creating content that blended beauty, culture, and storytelling—bringing both people and product stories to life. Through a constantly evolving social landscape, we built a social presence that felt fresh, relevant, and true to the brand.
See more on Sephora’s Instagram
Why I Made This – YouTube Series
The stories behind your favorite brands deserve a spotlight. Sephora’s new series, “Why I Made This,”will dive into the world of rising brand founders and their journey in the beauty industry.
Oftentimes Black founders create a product to solve a beauty problem they’ve experienced first hand. From conception to creation, we’ll dig into the nitty-gritty with the founders as they recount how the product came to fruition and show first-hand what it’s like not only being a Black-person consuming beauty product, but a Black person creating them, too.
Director: Avelino Pombo
Beauty Newbie – YouTube Series
We’re starting from the beginning—literally—with the beauty basics.
From everyday application tips and tricks to need-to-know ingredients and products, we’re giving our clients the confidence to beauty the way they want with bite-size content that’s as fun and captivating as it is educational and memorable.
Sephora Challenge – YouTube Series
If there’s a beauty challenge out there, we’re doing it. From letting our significant others do our makeup to putting on a full face in less than a minute, we’ll try (nearly) anything once all in the name of entertaining our audience, ourselves, and each other. Because beauty isn’t just about getting the perfect cut crease or demystifying an 8-step skincare routine—it’s also about having a lot of fun.
See more on Sephora’s YouTube