Sephora and Lady Gaga reframe beauty through belonging

Global – Sephora has unveiled a campaign with Haus Labs by Lady Gaga, spotlighting beauty as a force for belonging and self-acceptance.

Launched in June during Pride Month, the campaign is now being rolled out across the US, Europe, Southeast Asia and Australia.

At its centre is a film where Lady Gaga and others narrate authentic testimonies about beauty, confidence and community. Cast members were chosen for their lived stories, with the voiceover created from their own words.

The campaign spotlights initiatives such as Sephora’s Classes for Confidence – a programme that brings community members together through a love of make-up – as well as Lady Gaga’s Born This Way Foundation.

In our Resilience Branding report, we underscored how brands are affirming their commitment to inclusion through purpose-driven marketing strategies. Sephora is positioning retail beauty as cultural infrastructure for inclusivity, inspiration and mental wellbeing.