Sephora unveiled its “We Belong To Something Beautiful” signature campaign with Haus Labs By Lady Gaga in partnership with Born This Way Foundation.

At the heart of this campaign is a new film featuring Lady Gaga sharing her vision of beauty as part of a kind, inclusive, joyful, inspiring community. 

Deborah Yeh, Global Chief Marketing Officer of Sephora, said, 

“At Sephora, we’re driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us.”

The film highlights “Classes for Confidence,” a program that brings community members together around a shared passion for beauty and storytelling.

Supporting Youth Mental Health

From June 1 through June 30, $1 from every Haus Labs product purchased at Sephora (or the equivalent in local currency) will be donated to Born This Way Foundation.

Born This Way is a nonprofit organization co-founded by Lady Gaga and her mother, Cynthia Germanotta, that empowers and inspires young people to build a kinder and braver world that supports their mental health.

Donations will go to Born This Way Foundation’s Kindness in Community Fund, a youth-driven global grantmaking program. It funds grassroots organizations that support the mental health and well-being of young people by providing safe community spaces and resources that meet their needs.

Angela Simpson, Chief Marketing Officer, Haus Labs by Lady Gaga, said, 

“Haus Labs is built on the belief that artistry and self-expression are tools of empowerment. This campaign is about showing up as you are and celebrating what makes each of us unique. We’re proud to partner with Sephora to support the next generation of changemakers.”

Sephora and Born This Way Foundation invite the public to nominate organizations making a positive impact on LGBTQIA+ communities to receive these grants. 

Nominations will be accepted through Born This Way Foundation’s website until June 30, and final grantees will be announced by December 2025.

Brave Spaces

For the second year in a row, Sephora will bring back its “Brave Spaces” in selected stores around the world.

Sephora offers a welcoming environment for LGBTQIA+ community members and allies at Pride to safely create their Pride looks and have them removed after Pride celebrations.

Trained Sephora Beauty Advisors are at the very heart of this program and will guide and offer visitors to freely create their Pride looks. 

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