A recent TikTok video has sparked significant controversy by alleging that Sephora, the beauty giant, made substantial donations to Donald Trump’s campaign. The video, posted on November 10 by user @karriemarie4, lists brands purportedly supporting Trump’s political activities, singling out Sephora in particular. The claim, reading “Sephora BIG BIG BIG DONATIONS!!” urged viewers to reconsider their holiday shopping plans, implying a boycott could be in order.
Sephora, owned by the French multinational luxury conglomerate LVMH, has been thrust into the spotlight by this video. According to OpenSecrets, a resource tracking political contributions, there is no evidence that LVMH itself made direct contributions to Trump’s 2024 campaign. However, it does note that individual members, employees, and affiliates of LVMH have supported various political causes, including Kamala Harris’ campaign. Despite some Republican-aligned donations from affiliated individuals, there is no verifiable link to direct contributions to Trump’s campaign from LVMH or Sephora.
Nonetheless, social media reactions to the video have been intense, with many users rallying around the idea of boycotting Sephora. Comments ranged from humorous quips to passionate criticisms. One TikTok user joked, “I told my hubby Sephora was a big donor, and he said, ‘Is it because they supply his orange makeup?’” On X, another user criticized Sephora’s alleged support, saying, “Sephora pushing beauty standards on women just to turn around and donate thousands to Trump… women, stop supporting this wolf in sheep’s clothing!”
The video not only highlights Sephora but also includes a roster of other retailers allegedly supporting Trump’s campaign. This list features brands such as ACE Hardware, Home Depot, Chick-fil-A, and Walmart, each with their own histories of politically oriented contributions. While some of these companies have contributed to conservative causes in the past, specific donations to Trump’s campaign remain unconfirmed in the context of 2024.
Calls for a Sephora boycott have grown, with some former customers pledging to move their purchases to rival beauty retailers, such as Ulta. A particularly pointed comment on X stated, “I just emptied my Sephora cart of $500 to go buy everything from Nordstrom because apparently Sephora was a huge donor to Trump?!” Others chimed in, saying they’d be abandoning their Sephora memberships and rewards programs in response to the rumor. One disgruntled former customer said, “Ulta rewards were always better. Now that you’ve been exposed as a corporate funder of Trump, we are done.”
Despite the uproar, Sephora has not released an official statement addressing the viral claim. Without verifiable evidence linking Sephora or LVMH directly to Trump’s 2024 campaign, the situation remains a contentious mix of rumor and reaction. Political contributions, even indirect ones, have always been sensitive for brands, and with the increasing prevalence of social media scrutiny, consumers are more vocal than ever about supporting companies that align with their values.
As the debate continues online, the impact on Sephora’s brand image remains to be seen. This episode demonstrates how quickly viral claims can shape consumer behavior and company perception, especially when tied to polarizing political figures. Whether or not Sephora addresses these claims directly, the incident underscores the power of social media in influencing public opinion and driving consumer activism.