Pin It
Sephora

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


TextAlex Peters

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.

Read Next
redavart mary_dav boobs tits censorship beauty looks
The make-up artist turning boobs into surreal and political beauty looks Beauty Feature
Anastasia Beverly Hills
How to apply for Anastasia Beverly Hills’s Black-owned business grants Beauty news
Rosalia
Red alert: Rosalía is ginger now Beauty news
Wap Cardi B
All the hot girl looks to copy in Cardi B and Megan Thee Stallion’s ‘WAP’ Beauty Feature
skincare mask acne maskne
An expert on maskne, the pandemic’s growing skincare problem Beauty Feature
Revlon Megan
Megan Thee Stallion lands a beauty deal so we can all finally be hot girls Beauty news
Volition
Volition Beauty can make your beauty product fantasies a reality Beauty Feature
Gucci Bloom
Go behind-the-scenes with Florence Welch and Jodie Turner-Smith for Gucci Beauty news
Tiktok trends
#PutAFaceOn: recapping TikTok’s most memorable beauty trends Beauty Feature
About Face
This new show takes you behind the scenes at Glossier and Kylie Cosmetics Beauty news
cbd oil alternatives products pain sleep
6 CBD oil alternatives to ease the pain of everyday life products
Haus Labs Lady Gaga Sarah Tanno makeup eyeliner rain on me
Lady Gaga’s make-up artist Sarah Tanno on Haus Labs’ trends and tricks Beauty Feature
Leo
Be bold, Leo season is here! Your August 2020 beauty horoscope Horoscopes
Toni Braxton
Should you use a vibrator in your skin routine? An expert weighs in Beauty School
Joey Turner
This is how you can support struggling beauty professionals Beauty news
Cerave
The TikTok-approved CeraVe products right for your skin type Beauty Feature