In collaboration with Haus Labs and Born This Way Foundation, Sephora promotes beauty, inclusivity, and youth mental health support.
Sephora has launched its Pride Month campaign, “We Belong to Something Beautiful,” in partnership with Haus Labs by Lady Gaga and the Born This Way Foundation. This initiative highlights the power of self-expression, community, and mental wellness—core values shared by all three collaborators.
A United Message of Beauty and Belonging
Central to the campaign is a powerful new film featuring Lady Gaga, who speaks to the transformative nature of beauty when grounded in kindness, inclusivity, and joy. The film showcases Sephora’s “Classes for Confidence,” a program that brings people together through beauty education and storytelling.
“At Sephora, we’re 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 sharing her own feeling about what Sephora is all about is an incredible testimony for us.”
Supporting Mental Health During Pride
From June 1 to June 30, for every Haus Labs product sold at Sephora in the UK, £1 GBP will be donated to the Born This Way Foundation—a nonprofit founded by Lady Gaga and her mother, Cynthia Germanotta. The foundation supports youth mental health and fosters a culture of kindness and bravery.
“Haus Labs is built on the belief that artistry and self-expression are tools of empowerment,” said Angela Simpson, Chief Marketing Officer, Haus Labs by Lady Gaga. “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.”
Funds raised will support the Kindness in Community Fund, which provides grants to grassroots organizations working to create safe spaces and vital mental health resources for young people.
“As always, young people are at the heart of our work,” said Cynthia Germanotta, President and Co-founder of Born This Way Foundation. “Through this partnership, we hope to reach even more LGBTQIA+ youth with the message that they are seen, valued, and supported.”
The public is invited to nominate organisations making a positive impact within LGBTQIA+ communities via the Foundation’s website through June 30. Final grant recipients will be announced by December 2025.
A Global Commitment to Change
Deborah Yeh added, “With the strength of our global community—74 million members strong—we aim to make a meaningful impact in advancing inclusion and support through the Kindness in Community Fund.”
Sephora’s global donation efforts will span 20 countries, including the UK, US, Canada, France, Germany, Spain, Italy, Singapore, and more.
(Donations in the US are capped at $500,000.)
Bringing Back “Safer Spaces” for Pride
For the second consecutive year, Sephora is reviving its “Safer Spaces” initiative. These designated in-store areas provide LGBTQIA+ individuals and allies with a supportive setting to create or remove their Pride makeup looks, guided by trained Beauty Advisors.
“Safer Spaces” will be available in 74 cities across 21 markets—from London and Manchester to New York, São Paulo, and Sydney.
In the UK, Safer Spaces will be hosted at:
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Westfield White City
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Westfield Stratford
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Manchester Trafford Centre
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Birmingham Bullring
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Newcastle Eldon Square
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Newcastle Gateshead
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Bluewater Kent
Fighting Online Hate with ‘Hearts not Hate’
In line with its inclusive values, Sephora has also introduced the “Hearts not Hate” campaign across Europe. This digital initiative promotes respectful interaction on social media through strong moderation and encourages community members to uphold a safe, welcoming online space.
