Sephora x Hulu’s Long-Form Leap Taps Music Stars’ Beauty Allure

Debuting on January 22, “Faces of Music”, co-created with US production studio Imagine Entertainment, stars a diverse cast of American pop musicians Chappell Roan, Becky G (the G is for Gomez) and Victoria Monét. In its three 25-30-minute GRWM (“get ready with me”) episodes, the series transforms the chatty relatability of GRWMs, traditionally a short-form social media format, into intimate brand advocacy content.

The episodes begin with the stars’ bare-faced as they recreate their familiar public personas through makeup, paired with candid reflections on their influences. Roan revisits her self-fashioned, drag-inspired makeup from the cover of her debut album “The Rise and Fall of a Midwest Princess” (released in September 2023, the album shot to fame in summer 2024,and is now Grammy-nominated in 2025). Gomez discusses how her Mexican-American heritage and Chicana culture informs her signature cat-eye look, and Monét discloses her fan-loved contrast lipliner routine (her video also includes a cameo from her three-year-old daughter, Hazel).

Director Ting Poo (known for 2021 film Val, which documents American actor Val Kilmer’s rise to fame) catered to fans’ desire for relatable behind-the-scenes content by interspersing the stars’ current make-up rituals with childhood photos of their early beauty experimentation as well as closeup shots of their personal makeup collections (including Roan’s array of well-worn Sephora eyeshadow palettes). The longer-form and intimate format enables Sephora to spotlight artists who are genuinely Sephora advocates (Monét praises its inclusive shade range, while Roan describes her tween self as a Sephora store-visiting “mall rat”), more so than a short-form snippet would allow. Ultimately, episodes present a convincingly authentic connection between Sephora and the artists, while eliciting a sense of kinship between fans who share their make-up interests.

For more on audiences’ long-form content shift, see TikTok’s Long-Form Pivot Contends with YouTube in Pop Culture Pulse: February 2024 and Samsung Documentaries Surf Sport’s Powerful Subcultures in Olympics & Paralympics 2024: 10 Big Ideas for Sports Marketing.