“I just want more brand deals” is not a strategy.
If you want to be booked and busy, you have to be S.M.A.R.T.
One of the first things I ask on strategy calls is simple:
What’s your goal?
Not your vibe.
Not your wishlist.
Your actual, strategic goal.
Let’s say your answer is join the Sephora Squad or get into the Ulta Beauty Collective.
I love that for you, but now we need to make it S.M.A.R.T. Specific, Measurable, Achievable, Relevant, and Time-bound.
Let’s break down how that applies to creator goals and why “I just want more brand deals” is not a strategy.
S is for Specific
“I want to work with Sephora” is a dream.
“I want to be selected for the 2025 Sephora Squad by growing my beauty content and applying in August” is a goal.
And let’s be honest. If it doesn’t matter to you whether it’s Sephora or Ulta, that’s a red flag. These are not interchangeable programs. Sephora is prestige-first and leaning toward polished, established creators. Most of the 2024 squad had representation. Ulta is more accessible, community-driven, and open to emerging voices and most of the 2024 collective had a healthy TikTok following.
Pick your lane, know your audience, and plan accordingly.
M is for Measurable
You can’t track vibes. You can track numbers.
Try something like:
“I want to increase my Instagram engagement rate to 3 percent and grow to 10,000 followers by July.”
Even better, get curious about your data.
Have you polled your audience to see whether they shop more at Sephora or Ulta?
Which posts get the most saves, clicks, or comments?
What does your affiliate data say about where your influence actually converts?
Measurable goals help you make real decisions, not emotional ones.
A is for Achievable
You already know Sephora Squad applications include testimonials.
But if you're asking your audience for feedback for the first time when the application goes live, you're already behind.
Start now.
Create space for people to share how you have helped them.
Talk to your audience like a community, not a broadcast list.
When you build that trust ahead of time, they will show up for you when it counts.
R is for Relevant
If your dream is a beauty partnership but your grid is giving variety creator chaos, it is time to recalibrate.
Scroll your own profile and ask:
Can someone tell what you do in ten seconds?
Would Sephora or Ulta love to repost your content?
Your dream partnership should feel like a natural next step, not a leap.
T is for Time-bound
If you’re targeting the Sephora Squad, here is what you need to know based on the 2024 schedule:
August – Applications open (they take about 15 minutes to complete)
September – Applications close
November – Squad revealed
Your strategy should be in motion by July at the latest. You really should already be working in it. But one thing is for certain, waiting until August is too late.
And for Ulta, the word on Threads is that the Ulta Beauty Collective should open this month. They are likely regrouping after Ulta World, which just wrapped in San Antonio and will head to Orlando next year. Once the dust settles, applications should open quickly so I would start working on that strategy ASAP.
This S.M.A.R.T. breakdown is not just for Sephora or Ulta competitions. It applies to any big goal you have as a creator.
If you don’t have a strategy, you end up burnt out and broke.
And I don’t want that for you.
Let’s work SMARTER, not harder.
I just opened a few final spots for Spring audits before May wraps.
If you want to be booked and busy this summer, let’s spend 30 minutes making sure your next move is your smartest one.
You’ll also get 3 months of The Suite Society for free.
P.S. Don’t see a time that works for you? Book the closest one and send me a message. We’ll work it out.