The new campaign images are being displayed in 400 stores in the European Union. Selena Gomez, known for her strong commitment to mental health, inclusion and self-acceptance, joins the campaign with her brand Rare Beauty.
LVMH's prestigious global beauty giant, Sephora, announced this week the adoption of a single brand signature for all of its 35 markets, for the first time. The new slogan, “We Belong to Something Beautiful”, highlights the company's purpose to inspire its communities through an inclusive vision, in which all forms of beauty are celebrated. The brand also emphasized that this approach “reaffirms its role in offering spaces for free exploration and self-expression without judgment, reinforcing self-confidence through positive interactions.”
Although the slogan is not entirely new - having been launched in the North American market in 2019 and becoming a key pillar in the repositioning of Sephora - it is now gaining global attention. In Europe, the Middle East and Asia, the subscription is being promoted through an immersive campaign developed by the BETC agency.
The campaign redefines the role of the mirror, traditionally seen as an object of judgment, transforming it into a positive ally to celebrate all beauty. Created by director Stefanie Soho and photographer Liz Collins, the campaign captures both scenes from the film and intimate and varied moments of everyday life, showing that all mirrors can become daily allies. The film presents a series of life clippings where the characters meet and connect through beauty.
The new images of the campaign are being displayed in 400 stores in the European Union. Selena Gomez, known for her strong commitment to mental health, inclusion, and self-acceptance, joins the campaign with her brand Rare Beauty. By adopting the new signature globally, Sephora reaffirms its unique vision of beauty, which values both individual expression and belonging to a welcoming, borderless community. With 180 million members in its loyalty program, hundreds of partner brands, and 50,000 employees around the world, Sephora has a vast and influential community.
Deborah Yeh, Chief Global Marketing Officer at Sephora, highlighted that the “We Belong to Something Beautiful” line has evolved into something more than a simple brand signature. It inspired significant changes, from the evolution of the in-store experience to the expansion of the product range. Yeh points out that despite cultural differences, inclusion is a universal concept, and Sephora is committed to promoting that ambition globally.
