Day One Agency has been appointed as the U.S. consumer communications agency of record for Sephora. The agency will bring its consumer-first, story-led approach to Sephora’s communications, shaping and executing the retailer’s strategy across tentpole campaigns, partnerships, seasonal promotions, and always-on brand storytelling priorities.

Selected following a competitive RFP, Day One will support Sephora’s efforts to engage the next generation of consumers through culturally fluent narratives that extend beyond traditional PR. The appointment highlights the growing trend of integrating culture, creativity, and earned media across marketing ecosystems.

Sephora recently announced a partnership with F1 Academy, naming the global beauty retailer as both an Official Partner and the Official Beauty Retail Partner of the series. The brand also hosts its largest annual event, SEPHORiA, this weekend in Los Angeles.

Jessica Stacey, Senior Vice President, External Communications, Experiential + Marketing Partnerships at Sephora, said: “Community is central to everything we do at Sephora. As we continue to evolve how we engage with our consumers, it’s critical that our communications approach is tapped into what inspires and influences them. Day One Agency brings a strong understanding of how storytelling, earned media, and cultural insight intersect, and we’re excited to partner with them to continue building meaningful connections with beauty lovers across the U.S.”

Josh Rosenberg, Chief Executive Officer at Day One Agency, added: “Sephora has consistently defined what’s next in beauty, driving both industry innovation and cultural conversation. We’re thrilled to partner with a team that understands the power of earned. We look forward to partnering with Sephora to spark dialogue, earn relevance in real time, and create ideas powerful enough to travel.”

Image courtesy of Day One Agency