Sephora and Haus Labs go Gaga for self-expression this Pride

Sephora is making Pride month a major brand moment with the launch of its “We belong to something beautiful” campaign, powered by Haus Labs by Lady Gaga and the Born This Way Foundation.

From 1 to 30 June, US$1 from every Haus Labs purchase across 20 markets including Singapore, the US, UK, France and Germany will be donated to Born This Way’s Kindness in Community Fund. The fund supports grassroots organisations focused on LGBTQIA+ youth mental health and safe spaces.

The campaign also brings back Sephora’s “Brave Spaces” in 74 stores worldwide, including key markets such as Singapore and the US. These in-store zones offer a welcoming environment for LGBTQIA+ customers and allies to create or remove their Pride looks, supported by trained beauty advisors. “Brave Spaces” are part of a strategic move to deepen community engagement and reinforce Sephora’s inclusive brand positioning.

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At the heart of the campaign is a new film featuring Lady Gaga sharing her vision of beauty as an inclusive, kind community. This mirrors Sephora’s purpose to inspire and celebrate diversity. The campaign also highlights “Classes for Confidence,” a programme that connects communities through beauty and storytelling.

“We are proud to leverage the power of our brand and our community to raise awareness around inclusivity and support the mission of the kindness in community fund. this is about making a tangible impact during pride and beyond," said Deborah Yeh, global chief marketing officer at Sephora. 

“This campaign is about showing up as you are and celebrating what makes each of us unique. Partnering with Sephora allows us to support the next generation of changemakers," added Angela Simpson, chief marketing officer at Haus Labs.

Meanwhile, Born This Way Foundation president Cynthia Germanotta added: “We’re honoured 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 also calls on the public to nominate LGBTQIA+ organisations for grants through the foundation’s website. Final recipients will be announced by the end of the year.

This campaign comes after Haus Labs appointed luxury communications agency MAXMEDIALAB as its agency of record across Australia, New Zealand, and the wider Asia Pacific region. 

The agency will handle communications, event production and paid talent strategy, supporting Haus Labs’ global teams with a focus on deepening brand engagement and consumer connection in the region.

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