Girlboss is teaming with Sephora Collection for its new #LipStories podcast.
Hosted by Sophia Amoruso, founder of Girlboss Media and former chief executive officer of Nasty Gal, the six-part podcast takes a deep dive into the lives of female creators, founders and activists who share their stories on building their businesses, tackling obstacles and wellness. The series takes inspiration from Sephora Collection #LipStories Lipstick, a collection of 40 lip shades that depict various images on its packaging.
“We’re looking to connect with the younger, empowered community of girl bosses and deeper than that the series allows us to tell these incredible stories,” said Katie Pridham, head of brand partnerships at Girlboss Media. “The series is all about making connections and unveiling stories that are going to make women everywhere — no matter their age, race or religion — feel heard and feel like they have the opportunity to be successful in a world where success has been kept for a few.”
The podcast, which debuted its first three episodes on April 12, features stories from Aminatou Sow, cohost of the Call Your Girlfriend podcast; Molly Hayward, founder of Cora, and Pia Arrobio, creative director of LPA, among other women. The podcasts will focus on these women’s stories and span topics like self-care, leadership, inclusion and mental health.
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“This series puts ambitious women at the center of their own stories,” said Alison Wyatt, president and chief revenue officer of Girlboss Media. “[The stories] are personal and honest and bring a lot of vulnerability and humor.”
When deciding on the platform for this series, Girlboss Media decided on a podcast because it has seen listenership and interest in the format increase. Girlboss Radio, which has been producing podcasts since 2015, has experienced a 30 percent year-over-year increase in its listenership and sees podcasts as the format where it cultivates the most engaged audience.
The partnership with Sephora Collection also leads into Girlboss Media’s Girlboss Rally, which takes place on April 28 in Los Angeles. The brand will provide its #LipStories Lipstick collection for testing and will encourage women to tell their own #LipStories. The rally will also feature speakers like Gwyneth Paltrow, founder and ceo of Goop; Bozoma Saint John, chief brand officer at Uber, and Women’s March leaders Paola Mendoza and Sarah Sophie Flicker, among others.
“What we appreciated about this partnership is the way Girlboss is evolving how to approach brand engagement for the benefit of the consumer,” said Beth Hayes, vice president of merchandising at Sephora Collection. “The opportunity to integrate our brand and our latest content rich product launch, #LipStories, into a custom podcast series with an amazing network of female speakers aligns with Sephora Collection’s core values. By leveraging real-time, relevant content in the podcast and our brand experience within the Girlboss Rally we are able to interact with these clients and celebrate their #LipStories.”
The #LipStories podcast series is available on Girlboss’ web site and Apple podcasts. The next three installments will be unveiled on April 26.