Seth Rogen is stepping into the beauty aisle just in time for the holidays.
The actor, director, writer, and producer stars in Sephora‘s new “We All Sephora” campaign, which positions the retailer as a destination for shoppers looking for beauty gifts, even if they don’t consider themselves beauty experts.
In the campaign video, Rogen enters Sephora looking for presents for the people in his life. With guidance from a Sephora Beauty Advisor, he navigates skincare, fragrance, makeup, and hair care while bringing his familiar comedic energy to the shopping experience.
“I had a lot of fun working on this campaign with Sephora,” Rogen said in a statement. “Holiday gifting can be stressful, so anything that makes it easier is a win in my book.”
Rogen’s curated gift edit includes products across several categories and price points. For his mother, he selected the Omnilux Contour Face LED Mask, an at-home red and near-infrared light device designed to address visible signs of aging.
His producer received a spot on the list with ONE/SIZE by Patrick Starrr’s On ’Til Dawn Mattifying Waterproof Setting Spray, while Rogen chose Prada Paradigme Eau de Parfum for his cousin. The men’s fragrance blends bergamot with woody and amber notes.
Rogen’s sister made the list with Caudalie’s Vinoperfect Vitamin C Alternative set, and his wife chose Kayali’s Yum Boujee Marshmallow fragrance. The sweet scent combines notes of strawberry, pink marshmallow, coconut, and vanilla. For a friend, Rogen selected dae’s Cactus Fruit 3-in-1 Styling Cream, a multipurpose hair product designed to smooth, style, and add shine.
The partnership may appear unexpected, but that is part of its appeal. Rather than presenting Rogen as a beauty authority, the campaign follows him as a shopper looking for thoughtful gifts, with help from someone who understands the products. It also reflects how beauty gifting has expanded beyond traditional makeup shoppers to include men buying fragrance, grooming tools, skincare, and gifts for family and friends.
Sephora began teasing the collaboration in Los Angeles with a temporary “Sethphora” facade at its store at The Grove. The playful takeover prompted speculation before the retailer officially revealed Rogen as the face of the campaign.
“We All Sephora” launched Oct. 29 across television, connected TV, streaming platforms, and social media. Rogen’s complete holiday edit is also available through Sephora’s website and mobile app.
For shoppers who normally enter a beauty store without knowing where to begin, Rogen’s campaign offers a simple message: You don’t have to understand every serum, setting spray, or fragrance note to give a good beauty gift. Sometimes, you only need a little expert help and a sense of humor.
