Pin It

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
Céline Dion on Drake getting a tattoo of her: ‘Don’t do that’ Beauty news
Tim Walker
Look back at the wildest, most awe-inspiring Tim Walker beauty shots Beauty news
loki dolor 3d printing artist instagram berlin
Organic, delicate, in mutation: Loki Dolor’s 3D designs captivate Instagram Designer
siobhan bell dj instagram dmxchallenge
The #dmxchallenge celebrates the diversity of women of colour’s hairstyles Beauty Trends
Charli XCX
The Kahlani twins are the hair & make-up duo behind Charli XCX’s new look Charli XCX guest edit
london fashion week cyndia harvey hair stylist lfw ss20
Hairstylist Cyndia Harvey shares her SS20 LFW photo diary Beauty news
Kylie Jenner
Instagram now restricting posts that promote weight loss & cosmetic surgery Beauty news
marc jacobs daisy campaign kaia gerber alasdair mclellan
Marc Jacobs wants you to be in his next fragrance campaign Beauty news
Squish Beauty
The best pimple patches to clear, cure, and make your acne look cute Beauty Feature
This doctor loves the artistic side of cutting off moles The Professionals
How eyeballs became the new canvas of Instagram beauty Beauty Feature
Mikayla Saravia
Mikayla Saravia made £80k this year with her freakishly long tongue Beauty news
Lana del Rey Dazed
Pamela Cochrane is behind Lana del Rey’s dreamy Hollywood starlet look Spotlight
Chloe Sevigny Dazed
You too can now smell just like Chloë Sevigny Beauty Feature
Why has Instagram now decided that botched surgery is cool? Think piece
Kendall jenner blonde hair Burberry Riccardo tisci LFW
Kendall Jenner reveals new blonde hair at LFW Beauty news