Artemis Patrick, president and CEO of Sephora North America, announced during the Fast Company Innovation Festival last week that the beauty specialty retailer is officially launching affiliate platform My Sephora Storefront next month. Currently in alpha testing, the platform will enable United States-based content creators to customize digital storefronts integrated within Sephora’s website and app.

They will also be able to share shoppable links for Sephora’s brands on social media platforms and with the chain’s Beauty Insider loyalty program. For their participation, they’ll receive annual commissions and visibility into performance through detailed analytics. Sephora is building My Sephora Storefront in partnership with creator commerce technology company Motom.

Coming off the Sept. 4 launch of Hailey Bieber’s brand Rhode, which was the largest in its history and estimated by market research and analytics firm YipitData to have exceeded $10 million in retail sales in its first two days at the retailer, Sephora knows full well the power of influence as a business accelerant. According to a study by social media tool Sprout Social, 61% of consumers report they trust influencer recommendations more than brand marketing.

But Sephora is hardly alone in working the affiliate angle. Vogue is premiering its affiliate platform Vette early next year. The neophytes will be up against giants like LTK, ShopMy and Amazon that have established incentives and relationships. Fueling $5 billion in annual sales, LTK has approximately 40 million monthly shoppers and a library of over 1 million brands across consumer categories, including beauty. ShopMy’s network encompasses over 175,000 creators and 50,000-plus brands. Amazon Associates is the largest affiliate network in the world, with an estimated 900,000 affiliate partners.

Curious to find out what beauty industry insiders think about Sephora’s big affiliate grab, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 10 marketers, affiliate experts, consultants and founders the following: How can Sephora’s new affiliate platform successfully compete with ShopMy and LTK? Could it surpass them in the future? How can it best work with brands and creators to drive sales?