David Rosenblatt, a father from Bergen County, New Jersey, has unexpectedly become a social media sensation known as “Sephora Dad” after his daughter began secretly filming their shopping trips to the beauty retailer. The clips, posted on TikTok, have resonated with viewers, leading to over 100 PR packages from beauty companies and collaborations with Sephora itself.
Rosenblatt, 60, admits to still struggling with pronouncing brand names and understanding product functions, but finds joy in his daughter Arielle’s reactions. "I see my daughter smile, and that makes it worthwhile," he told The Post. He remains largely unaware of the content posted, stating, "To this day, I don’t have TikTok. So I have no idea what she’s posted."
One of his most popular videos, documenting his experience with a lip plumper that caused his lips to become inflamed, has accumulated over 7 million views. His daughter described the viral moment, noting, "He puts so much on and puts it all around his mouth, like he obviously had no idea what was happening."
What began as a way for Arielle to cope with a job she disliked has turned into a shared phenomenon. She initially filmed her father, who was unfamiliar with makeup, during their Sephora excursions. "He really doesn’t even know how to pronounce like 90% of the brands," Arielle explained.
She started sharing the videos on her TikTok account, and after encouragement from friends, created a dedicated page, @sephoradadd, in July 2025. The first video on the new account featured Rosenblatt guessing the prices of beauty products, often wildly inaccurately. "He thought an eyeshadow palette was $12 and it was $70," Arielle recalled. The positive reception from viewers prompted her to continue posting, leading to a surge in followers for both her and her father.
Rosenblatt has since embraced his “Sephora Dad” persona, even attending Sephora’s annual consumer show, Sephoria, twice. He sports a T-shirt that reads, “#1 Sephora Dad” on the front and “I’m Just Here to Carry the Bags,” on the back, drawing recognition and interactions from attendees.
He has also begun filming segments independently, capturing his reactions outside Sephora locations during his work travels. The phenomenon has even inspired others to adopt similar online personas, prompting Rosenblatt to create a hat identifying him as “The Original” Sephora Dad.