Sephora is bringing back its Brave Spaces in Australia for the second consecutive year.
Along with Australia, Sephora also launched Brave Spaces in Canada, the US, Brazil, Mexico, France, the Czech Republic, Poland, the UK, Germany, Sweden, Denmark, Switzerland, Greece, Italy, Spain, Portugal, New Zealand, Hong Kong, Thailand, and Singapore.
These spaces aim to provide a welcoming environment for LGBTQIA+ community members and allies to create Pride-themed looks, with the option to remove them after events if desired.
Trained Sephora Beauty Advisors will lead the Brave Spaces initiative, assisting visitors in creating Pride-inspired looks, offering year-round support for LGBTQIA+ community in a welcoming setting.
In line with this, Sephora has launched its signature campaign, “We Belong To Something Beautiful,” in collaboration with Haus Labs By Lady Gaga and in partnership with the Born This Way Foundation.
The campaign’s new film features Lady Gaga expressing her belief in beauty as belonging to a kind, inclusive, joyful, and inspiring community.
The film also highlights the “Classes for Confidence” program, which unites communities through passion for beauty and storytelling.
“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,” said Deborah Yeh, Global Chief Marketing Officer of Sephora.
From June 1 to 30, Sephora will donate $1 from each Haus Labs product purchase to the Born This Way Foundation, co-founded by Lady Gaga and her mother Cynthia Germanotta. The nonprofit organisation works to empower youth and support mental health by fostering kindness and bravery.
“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,” said Angela Simpson, Chief Marketing Officer at Haus Labs by Lady Gaga.
Proceeds will be directed to the Kindness in Community Fund, a global, youth-led program by Born This Way Foundation that provides grants to grassroots organisations focused on young people’s mental health.
“Born This Way Foundation has always been driven by the passion and leadership of young people, a vision my daughter, Lady Gaga, and I shared from the start. We’re honored to partner with Sephora and Haus Labs to reach even more young people with the message that they are seen, valued, and supported,” said Cynthia Germanotta, President and Co-founder of Born This Way Foundation.
Sephora and the Born This Way Foundation are encouraging public nominations of organizations that positively impact LGBTQIA+ communities for potential grant funding. Nominations can be made on the Foundation’s website until June 30, and the recipients will be announced by December 2025.
“We are proud to leverage the power of our brand and our community to raise awareness around inclusivity and to support the mission of the Kindness in Community Fund. We hope to make a big impact thanks to the mobilization of our community of 74 million members,” said Yeh.