This father knows best — when it comes to shopping at Sephora.
A New Jersey dad became an unlikely beauty influencer after his daughter started secretly filming him during their trips to Sephora and posting the clips on TikTok.
David Rosenblatt of Bergen County, who is now known as “Sephora Dad,” has since been showered with more than 100 PR packages of free products from beauty companies, and has even collaborated with Sephora on multiple brand partnerships.
“I still can’t pronounce the brands. I don’t know what the products do. And I have no idea how to find my way through Sephora, but I see my daughter smile, and that makes it worthwhile,” Rosenblatt, 60, told The Post.
“The funny part is, to this day, I don’t have TikTok. So I have no idea what she’s posted.”
The entrepreneur’s most viral post — of him applying lip plumper — racked up more than 7 million views.
“That was the most painful thing I ever did,” David said of testing the product, which makes lips swell so they temporarily appear fuller.
“If you see the video, he puts so much on and puts it all around his mouth, like he obviously had no idea what was happening. And then all of a sudden he’s walking around and his mouth is just getting more and more inflamed,” his daughter, Arielle, added.
The dad of two, who has been to Sephoras everywhere from SoHo to Paris, said he now has a new appreciation for what women go through when shopping for makeup.
“Just the selection process. You go in there and it’s incredible. And the thing is, it changes all the time. So I would go into Sephora and I would start to know like at least one aisle would look familiar. And then, a month and a half later it doesn’t look familiar anymore. I can’t keep up,” he said.
Arielle, 25, explained how the TikTok page came about.
“I was working in finance and I always made my dad come with me to Sephora because I didn’t like my job and he didn’t like Sephora, so it was even,” she said.
“And I would just film him because he has no idea about makeup, and he really doesn’t even know how to pronounce like 90% of the brands.”
Once she started posting the videos on her own TikTok account, her friends encouraged her to give her dad a larger platform, which she did in July 2025.
The first post she shared on @sephoradadd was of her unboxing products — and asking her dad to guess each item’s price.
“And he was wildly off on every single product. Like he thought an eyeshadow palette was $12 and it was $70. It was very funny. And people were commenting, ‘Oh my God, we need more of this,’” recalled Arielle, who has since left finance and now works in the beauty industry.
“So I just started posting on TikTok, not thinking anything would happen. And then he started blowing up and getting followers. And I started getting followers because of him.”
Pretty soon, beauty brands were sending the pair products to try — and Arielle needed to reveal to her father that she’d been sharing his videos.
“He was like, ‘How do they know who I am?’ I told him, ‘It’s PR, you’re famous.’ And he was like, ‘What do you mean I’m famous? What did you do?’” she explained.
David has also been invited to Sephoria, Sephora’s annual consumer show, twice — and when he goes, he sports a T-shirt that says, “#1 Sephora Dad” on the front and “I’m Just Here to Carry the Bags,” on the back.
“I had people coming up to me, hugging me, like they know who I am,” he said.
The social media star is so invested in his alter ego of Sephora Dad, that he even films without his daughter.
“I travel for work, and I’ll pass a Sephora, so I’ll just film myself in front of it,” he said.
He is also sparking copycats — who are calling themselves Sephora Dads too.
“Yeah, that’s why we got a hat that says, ‘The Original,’” he said.
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