Sephora has launched its annual Pride Month campaign, “We Belong To Something Beautiful,” teaming up with Haus Labs by Lady Gaga and the Born This Way Foundation to promote inclusion, self-expression, and mental health support.
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.”
At the centre of the campaign is a short film featuring Lady Gaga, who shares her personal reflections on the meaning of beauty and the power of community. The campaign aims to highlight kindness, inclusivity, and the importance of being seen and heard.
The campaign also spotlights Sephora’s “Classes for Confidence” programme, which brings people together to explore beauty and personal storytelling in a supportive setting.
Throughout June, for every Haus Labs product sold at Sephora, either in-store or online, $1 (or the equivalent in local currency) will be donated to the Born This Way Foundation. Co-founded by Lady Gaga and her mother Cynthia Germanotta, the organisation is focused on empowering young people and creating a kinder world through mental health initiatives.
Funds raised will go to the Kindness in Community Fund, which supports grassroots organisations offering safe spaces and mental health resources for youth worldwide.
Angela Simpson, Chief Marketing Officer at 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 the Born This Way Foundation are also calling for nominations of local organisations that support LGBTQIA+ communities. Submissions can be made via the Foundation’s website through 30 June, with grant recipients to be announced by December 2025.
Additionally, Sephora’s “Brave Spaces” will return for a second year in select stores globally, offering LGBTQIA+ customers and allies a safe space to create their Pride looks. Trained Beauty Advisors will be on hand to offer guidance and support throughout the experience.
