We Belong to Something Beautiful: Sephora’s Latest Campaign

When you think of Sephora, a man in a locker room is likely not your first thought. The brand is changing that with their latest ad campaign.

Sephora Canada’s newest campaign builds on its 'We Belong to Something Beautiful' initiative, first launched in 2019. This latest installment highlights personal stories that push past traditional beauty norms—a male hockey player embracing skincare, an older woman enjoying a night out with confidence, and a young adult using makeup in their own unique way. It’s not just an ad—it’s a celebration of self-expression in all its forms.

'At Sephora, beauty is about authenticity,' says Allison Litzinger, SVP of Marketing, Sephora Canada. 'This campaign amplifies voices that challenge expectations, proving that true beauty lies in self-expression.'

Sephora’s mission to embrace inclusivity goes beyond beauty products—it extends into sports, too. As part of this ongoing initiative, Sephora Canada has partnered with the Toronto Tempo, Canada’s first Women’s National Basketball Association (WNBA) team, as a Founding Partner and Official Beauty Partner.

This collaboration brings together beauty and sports in a way that celebrates self-expression everywhere, including on the court. Sephora Canada will activate this partnership through in-store experiences, community events, social media content, and game-day activations, reinforcing its belief that beauty isn’t confined to any one space—it’s everywhere.

Allison Litzinger adds,  'Women’s basketball embraces the unique identities of athletes who bring their full selves to the game, on and off the court. By celebrating the Beauty of Sport and the inspiring women who fuel it, we’ll show Canadians that we all belong to something beautiful.'

From the locker room to the makeup aisle to the basketball court, Sephora continues to break down traditional beauty standards, proving that self-expression has no limits.