Sephora proudly unveils the newest chapter of its We Belong to Something Beautiful campaign, fronted by global icon Lady Gaga as ambassador.
At the core of this campaign is a powerful new film in which Lady Gaga shares her vision of beauty as belonging to a kind, inclusive, joyful, and inspiring community—one in which everyone feels safe to explore and express themselves. This message reflects Sephora’s own purpose and values. The film also highlights Classes for Confidence, a programme designed to unite communities through a shared passion for beauty and storytelling.
This chapter of the campaign offers a fresh narrative approach to We Belong to Something Beautiful, weaving together personal testimonies with a compelling voice-over. The message advocates self-acceptance whilst underscoring the vital role beauty and community play in fostering self-confidence.
“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 feelings about belonging is an incredible testimony for us.”
First launched in June for Pride Month—with a solidarity initiative supporting LGBTQIA+ communities in collaboration with the Born This Way Foundation—the fully integrated campaign will be rolled out in September across the United States, Europe, South-East Asia, and Australia. It will feature on television, video-on-demand, in-store displays, social media, outdoor billboards, and digital signage.
