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Sephora celebrates the trans and non-binary community in new campaign video

Hunter Schafer, Aaron Philip and more star the campaign “Identify as We”

Sephora has released a new video celebrating the trans and non-binary community. Opening with a list of pronouns “They, She, Ze, He, Xe, We,” the video follows a cast including Dazed cover star Hunter Schafer, Fatima Jamal and Dazed Beauty Community member Aaron Philip as they put on make-up, dance, drive, go to the beach and make-out, all set to the soundtrack of Shirley Bassey’s “This is My Life.”

“We’re thrilled to share our “Identify as We” campaign, which celebrates the transgender and non-binary community and our long history in beauty together,” the beauty retail giant announced on Instagram. “As a company, we hold ourselves to a high and public set of standards around creating a welcoming space for every client. We took an important step this morning with our 16,000 employees to further the conversation around creating a more inclusive beauty space.”

Yesterday, Sephora shut down all US stores, distribution centres and corporate offices to conduct diversity training for employees.

This is all part of the company’s new campaign We Belong to Something Beautiful which was announced last month and launched to coincide with Pride month. The new manifesto, Sephora says, “affirms [its] commitment to creating the most inclusive and diverse beauty community, and to being a place where everyone feels welcome.”

This is not the first time Sephora has celebrated the trans community. Last year, the company launched free in-store beauty classes for trans and non-binary people as part of its Classes for Confidence programme. The classes were hosted and developed by transgender Sephora cast members. The company also released a series of tutorials led by its trans Beauty Advisors on topics including colour correction and smoothing the skin.