Sephora has unveiled a new campaign in collaboration with Haus Labs By Lady Gaga and Born This Way Foundation, spotlighting beauty, belonging and mental health in celebration of Pride Month.
The ‘We Belong To Something Beautiful’ campaign is centred around a film featuring Lady Gaga, who articulates a vision of beauty rooted in kindness, inclusivity and community.
Reflecting Sephora’s brand ethos, Gaga’s message encourages self-expression and creates safe spaces where everyone feels empowered.
The film also promotes ‘Classes for Confidence’, a programme that unites community members through beauty and storytelling.
“At Sephora, we are driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Deborah Yeh, Global Chief Marketing Officer of Sephora.
“Lady Gaga’s personal story is a magnificent illustration of the values we promote every day, and having her share her feelings about what Sephora stands for is an incredible testimony for us.”
As part of the campaign, Sephora will donate US$1 from every Haus Labs product purchased at Sephora stores globally throughout June to Born This Way Foundation – the nonprofit co-founded by Lady Gaga and her mother Cynthia Germanotta.
The foundation focuses on empowering young people to foster a kinder, braver world that supports youth mental health.
Angela Simpson, Chief Marketing Officer of Haus Labs, added: “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 are proud to partner with Sephora to support the next generation of changemakers.”
Donations will feed Born This Way Foundation’s Kindness in Community Fund, a global grantmaking program supporting grassroots organisations that provide safe spaces and resources for youth mental health and wellbeing.
Germanotta added:“Born This Way Foundation has always been driven by the passion and leadership of young people, a vision Lady Gaga and I shared from the start. “We are honoured to partner with Sephora and Haus Labs to reach more young people with the message that they are seen, valued and supported.”
Sephora and Born This Way Foundation are inviting nominations for grassroots organisations positively impacting LGBTQIA+ communities.
Nominations are open through June 30 on the foundation’s website, with grant recipients announced by December 2025.
Yeh highlighted the brand’s ambitions: “We are proud to leverage the power of our brand and our community to raise awareness around inclusivity and to support the mission of the Kindness in Community Fund.
“We hope to make a big impact thanks to the mobilisation of our community of 74 million members.”
This initiative will span 19 Sephora markets worldwide, including key regions across Europe, Asia and North America, with a maximum donation cap of $500,000 in the US.
In tandem with the campaign, Sephora is bringing back its ‘Brave Spaces’ programme in selected stores globally for the second consecutive year during Pride Month.
These dedicated areas allow LGBTQIA+ customers and allies to create and, if desired, remove their Pride-inspired looks with support from specially trained Sephora Beauty Advisors.
‘Brave Spaces’ reinforce Sephora’s commitment to providing inclusive, welcoming environments that inspire confidence and self-expression year-round, not just during Pride.
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