Sephora UK and global mindfulness movement Sanctum have teamed up to create a series of immersive events that promote emotional wellbeing.
The events will be hosted during World Wellbeing Week, from 24 to 30 June, encouraging individuals, schools, and workplaces to focus on multiple dimensions of health, including mental and physical wellness.
The LVMH-owned beauty retailer and Sanctum have designed the immersive experiences to inspire “connection, confidence and self-expression”, all themed around ‘The Beauty Within’.
This will include the debut of ‘Take a Beat with Sephora & Sanctum’, a rolling headphone meditation activation trialled across selected Sephora UK stores in Stratford, Manchester, Liverpool and Cardiff.
Exclusive wellness-led experiences for media, creators and brand partners will also take place, along with community-focused activations supporting key Sephora UK store openings.
Additionally, Sephora will participate as the presenting partner of a ‘The Beauty Within’-themed festival in London, UK, set to take place during the World Wellbeing Week.
"At Sephora UK, wellness is becoming an increasingly important part of how we strategically approach beauty because today, beauty is no longer just about how we look, but how we feel,” said Sarah Boyd, Managing Director, Sephora UK.
“We are seeing a cultural shift with consumers placing greater value on emotional wellbeing, self-confidence and experiences that nurture beauty-from-within as much as they celebrate self-expression on the outside.
“Partnering with Sanctum felt like a natural next step to further guide people to reconnect with themselves.
“Together, we are exploring a more inclusive and accessible vision of wellness, one that goes beyond traditional fitness, and creates space for mindfulness, movement and emotional connection.”
Sephora stated that the partnership reflects a growing cultural movement toward holistic beauty, as Sephora UK seeks to “expand its vision of beauty”.
Gabriel Olszewski, CEO, Sanctum, added: “At Sanctum, we believe beauty is energy. It is something we feel before it is seen.
“This partnership with Sephora represents a cultural shift toward a more honest, human and emotionally connected definition of beauty, one that starts from within and radiates outward.”
Sephora’s partnership with Sanctum follows the beauty retailer rolling out its Quiet Hours inclusive shopping initiative globally following a “highly successful” pilot.
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