The actor is the unlikely face of Sephora’s new holiday campaign, and his adventures in beauty shopping are surprisingly relatable.
Seth Rogen probably isn’t the first person who comes to mind when you think of Sephora, which is precisely why the retailer’s latest holiday campaign works so well.
The actor and comedian stars in We All Sephora, a new commercial that follows him on a holiday shopping trip for friends and family. There’s just one problem: he doesn’t know much about beauty products.
Directed by Jason Woliner, the ad opens with Rogen seeking help from a Sephora Beauty Advisor named Charlotte, who patiently guides him through the store. Along the way, he mistakes pimple patches for face stickers, experiments with setting spray and attempts to find a fragrance for his cousin.
It’s the kind of confusion anyone who has ever stepped into Sephora without a shopping list can appreciate.
The commercial eventually takes a sweeter turn when Rogen picks out a red-light LED face mask for his mother. The two later appear together on a couch, wearing their matching glowing masks.
Wait, What Is Sethphora?
Before the commercial officially debuted on October 29, Sephora teased the collaboration with a temporary makeover of its storefront at The Grove in Los Angeles.
The store was transformed into “Sethphora,” replacing the beauty retailer’s familiar signage with a name inspired by its newest celebrity collaborator.
The stunt offered an early hint at the campaign, which was developed by creative agency GUT New York and is now appearing across television, streaming platforms and social media.
Rather than presenting Rogen as an unlikely skincare expert, Sephora embraces his confusion. The result is a holiday commercial that feels more like a comedy sketch than a traditional beauty advertisement.
“I had a lot of fun working on this campaign with Sephora,” Rogen said in the retailer’s announcement. “Holiday gifting can be stressful, so anything that makes it easier is a win in my book.”
Rogen has also put together a curated selection of holiday gifts, available through Sephora’s website and app.
Sephora’s 2026 Savings Event Is Also Happening Now
The commercial arrives just as Sephora’s annual Savings Event opens to all Beauty Insider membership tiers.
Running through November 9, the sale includes discounts on skincare, makeup, fragrance, haircare and holiday gifts, with savings determined by membership level.
Rouge members receive 20% off eligible purchases from October 30 through November 9, while VIB members can save 15% and Insider members receive 10% from November 3 through November 9.
All three tiers can also save 30% on Sephora Collection products throughout the event. Shoppers can use the code ALLONSALE online to access their eligible discount, and joining the Beauty Insider program is free. Some exclusions and purchase limits apply.
Between the holiday discounts, Rogen’s gift recommendations and the absurdity of Sethphora, the retailer has found a memorable way to kick off the shopping season.
And if Seth Rogen can navigate Sephora’s skincare aisle, there’s hope for the rest of us.
