NEW YORK—Sephora has unveiled its latest “We Belong to Something Beautiful” campaign in celebration of World Pride Month. The campaign spotlights a powerful collaboration between Lady Gaga, Haus Labs, and the Born This Way Foundation. Through storytelling, education, and philanthropic support, the initiative emphasizes beauty, belonging, and mental health awareness.
At the center of the campaign is a new film featuring Lady Gaga, who shares her vision of beauty as a safe, inclusive, and joyful space for self-expression, values closely aligned with Sephora’s purpose. The campaign also highlights Sephora’s “Classes for Confidence,” designed to build community and foster personal empowerment through beauty.
“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.”
From June 1 to June 30, Sephora will donate $1 USD (or local equivalent) from every Haus Labs purchase to the Born This Way Foundation’s Kindness in Community Fund. The fund supports grassroots organizations focused on youth mental health and safe spaces for LGBTQIA+ communities. Donations will be generated across 19 global Sephora markets, with a U.S. contribution cap of $500,000.
“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.”
“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,” said Cynthia Germanotta, President and Co-founder of Born This Way Foundation. “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.”
The campaign invites public nominations of organizations supporting LGBTQIA+ youth, with final grantees to be announced in 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 Deborah Yeh.
