Sephora is making musical moves.

The prestige beauty retailer has teamed with creative music agency SixtyFour Music to launch Sephora Sounds, a collective of up-and-coming musical artists whose songs can be harnessed in the corporate’s TikTok videos and campaigns.

“We desired to give you our own unique approach to participate musically on the platform,” said Brent Mitchell, Sephora’s vp of social media and influencers.

Because TikTok doesn’t allow corporations to make use of songs for promotional or industrial purposes, this system allows Sephora to lawfully put tracks to make use of on the platform, while helping underrepresented artists gain visibility.

“It’s well documented that creators of color — especially Black creators — struggle to get the acknowledgement and the compensation that other creators get on [TikTok],” said Mitchell, noting its one in all Sephora’s goals to challenge this norm.

Greater than half of the 55 artists who comprise Sephora Sounds to date are female and Black, Indigenous or people of color musicians. The initial cohort includes girl band Ain’t Afraid, formed by twin sisters Inah and Yahzi; Ellie Kim, whose music touches on her experience as a transgender woman, and Nigerian-American pop singer Precious.

“We do wish to develop relationships with these artists, so we’re asking them to affix us for a 12 months period of time,” said Mitchell, noting Sephora Sounds will inaugurate latest musicians on a rolling basis and implement at the very least one song by each artist to the retailer’s music library.

Up to now, there are greater than 500 songs within the Sephora Sounds music library. In soft-launching this system over the previous couple of months, the retailer has found that its TikTok videos using these tracks have “driven greater than double the views of our average TikTok,” said Mitchell, adding that this system’s artists, too, have seen spikes as much as 30 percent on music listening platforms like Spotify consequently.

“It’s a Sephora-built program and we’re excited to see those results, but we’re equally excited that the artists are also seeing these advantages,” Mitchell said.