Sephora Taps Lady Gaga for Pride Campaign with Born This Way Foundation

Lady Gaga is putting self-expression and mental health center stage for Pride Month with Sephora.

The beauty retailer has launched its 2025 “We Belong To Something Beautiful” campaign, a partnership with Haus Labs by Lady Gaga and Born This Way Foundation.

At the center of the campaign is a new film starring Gaga, who speaks directly to viewers about how beauty can create “a kind, inclusive, joyful, inspiring community.”

 

 

 

 

 

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It’s a message that reflects both Gaga’s personal advocacy and Sephora’s brand identity.

The short promotional film is set to drop on June 1 at the start of Pride Month.

"Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us,” Sephora Global CMO Deborah Yeh said in a press release. 

“At Sephora, we're driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty."

 

 

 

 

 

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The campaign aims to not only raise awareness but also support tangible change.

For every Haus Labs product purchased from Sephora throughout June, $1 (or the local currency equivalent) will be donated to the Born This Way Foundation.

The nonprofit, co-founded by Gaga and her mother Cynthia Germanotta, funds youth mental health initiatives through its Kindness in Community Fund.

Creating Real Impact

The teaser to the upcoming short film opens with Gaga in front of a mirror and a gigantic spotlight, arms wide open. 

Glimpses of the global superstar putting on Sephora beauty products grace the viewer, subtly teasing what's to come on June 1.

Beyond the film and fundraising, Sephora is bringing back its “Brave Spaces” initiative for the second year.

These are in-store activations offering LGBTQIA+ community members and allies a safe environment to create Pride looks with the help of trained Sephora Beauty Advisors.

 

 

 

 

 

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Notably, the program also offers makeup removal services after celebrations, nodding to the importance of care and inclusion.

Donations collected from Haus Labs purchases will be distributed through the Kindness in Community Fund.

It supports local organizations working on youth mental health and safe spaces.

These donations will be sourced from 20 Sephora markets, including the U.S., Canada, France, and Singapore. In the U.S.

Donations will be capped at $500,000.

 

 

 

 

 

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Additionally, the public is invited to nominate grassroots LGBTQIA+ orgs making an impact.

Nominations are open until June 30, with selected grantees to be announced by year-end.

Sephora strengthens brand affinity through this campaign by fearlessly reinforcing its identity as both a beauty retailer and a community ally.

Sephora makes Pride Month into the inclusive experience it's supposed to be, not just beauty marketing focused on visibility and sales.

Our Take: Driving Real Impact or Just Selling?

Sephora’s campaign combines advocacy, commerce, and storytelling designed not just to sell products, but also to uplift marginalized voices.

When brand collaborations align with real values, they go beyond the products.

I think this campaign works because it doesn’t feel performative.

 

 

 

 

 

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Lady Gaga has long been a supporter of the LGBTQ+ community, and so an effort like this comes as a natural fit for her.

What's more, Haus Labs is already in partnership with Sephora since 2022, while the brand recently joined the beauty retailer in Australia and New Zealand.

Overall, the campaign backs up Pride messaging with action, funding, and a call to participate.

In other news, Axe teamed up with Pete Davidson to launch a confidence-boosting campaign for short kings.