Paris, 11th May 2026 – Today, SEPHORA AND MAKEUP BY MARIO announce the next chapter of their exclusive partnership with the unveiling of Mario’s Beauty Booth, a global TikTok-first content series designed to bring professional artistry and education to beauty communities worldwide.
SEPHORA and MAKEUP BY MARIO share a unique journey that goes beyond conventional artistry — from Mario’s beginnings as a SEPHORA Beauty Advisor at SEPHORA Flatiron, advancing to become a renowned makeup artist, and eventually launching his own brand exclusively at SEPHORA. This new collaboration embodies everything that brings SEPHORA and the brand together: exceptional artistry, product innovation, and transformative beauty experiences that shape everyone’s beauty journey.
Your favorite makeup artist, on speed dial
This new SEPHORA series Mario’s Beauty Booth – reimagines access to expert techniques through short-form, engaging content revealed every Monday and Thursday from May 18 to June, 8 on TikTok. Mario’s Beauty Booth will bring beauty education straight to your TikTok feed with quick, easy-to-follow demos from Mario himself. Each episode will feature a creator or founder calling in with a pressing beauty dilemma and in real time, prompting Mario to share his go-to tips, techniques, and product tricks to solve it on the spot.
The series will launch globally across SEPHORA’s TikTok channels across 23 markets, highlighting one of SEPHORA’s key strengths: the ability to scale impactful brand stories while remaining deeply connected to the diverse communities it serves. The series will also be supported by a global creator-led campaign across 9 regions, in which they will share how Mario’s unique artistry approach and techniques have inspired them and how they use it in their everyday looks.
“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, fostering a strong sense of belonging. 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.” said Deborah Yeh, Global Chief Marketing at SEPHORA
“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.
I had a great time collaborating with Sephora, along with some of my favorite creators and friends throughout this series. 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.” said Mario Dedivanovic, CEO and Founder of MAKEUP BY MARIO
7 Episodes starring makeup legend Mario Dedivanovic—and surprise guests
Running every Monday and Thursday from May 18 through June 8, Mario’s Beauty Booth unfolds across seven episodes featuring Mario in conversation with an exciting lineup of special guests. Throughout the series, top beauty influencers including Carli Bybel and Erica Taylor, as well as fellow brand founders Danessa Myricks and Sofie Pavitt, call on Mario to answer their most pressing makeup questions across some of beauty’s most talked-about topics — from blemish-prone and mature skin to monolid eye sculpting, lips, and more.
The series opens with beauty creator Stephanie Valentine, better known as TikTok star Glamzilla, who turns to Mario for expert advice on creating the ultimate Ethereal Eyes day-to-night look. Welcomed into Mario’s iconic Beauty Booth, Glamzilla receives a live makeup application as Mario shares his signature techniques, expert tips, and step-by-step guidance in real time, using hero products from Makeup By Mario.
Discover the TikTok series teaser now.
About MAKEUP BY MARIO
Founded by Mario Dedivanovic, one of the most influential makeup artists of his generation, Makeup by Mario translates decades of artistry expertise into high-performance products rooted in education, artistry, and the enhancement of natural beauty.
In just five and a half years, Makeup by Mario has emerged as one of beauty’s most distinctive founder-led brands, combining cultural relevance today with the foundations of lasting global value. Mario’s authenticity and commitment to his pillars of artistry and education sets the brand apart with its clear and consistent singular vision.
Makeup by Mario has built a powerful core around artistry-led essentials across face, eyes, lips, and tools, guided by a philosophy that is consistent, intentional, and designed to endure.
