Sephora Partners with Lady Gaga’s Haus Labs for Pride Campaign Supporting LGBTQIA+ Youth
Photo Credit: Sephora
PARIS, May 21, 2025 (ENTERTAINMENT INTERVIEWS) — Beauty retailer Sephora has announced the launch of its 2025 Pride Month campaign in partnership with Haus Labs by Lady Gaga and the Born This Way Foundation. The initiative includes a donation effort tied to product sales and programming aimed at supporting youth mental health and the LGBTQIA+ community.
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The campaign features a new short film in which Lady Gaga shares her perspective on community, inclusion, and identity, aligning with Sephora’s ongoing “We Belong to Something Beautiful” platform. The film is part of Sephora’s “Classes for Confidence” program, which encourages self-expression through beauty education and peer connection.
“At Sephora, we're driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. 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,” said Deborah Yeh, Global Chief Marketing Officer of Sephora.
As part of the campaign, Sephora will donate $1 from every Haus Labs product sold between June 1 and June 30 to the Born This Way Foundation, co-founded by Lady Gaga and Cynthia Germanotta, to fund youth mental health initiatives. The donations will support the Kindness in Community Fund, which provides grants to grassroots organizations focused on youth well-being.
“Haus Labs is built on the belief that artistry and self-expression are tools of empowerment. This campaign is about showing up as you are and celebrating what makes each of us unique. We’re proud to partner with Sephora to support the next generation of changemakers,” said Angela Simpson, Chief Marketing Officer, Haus Labs by Lady Gaga.
“Born This Way Foundation has always been driven by the passion and leadership of young people, a vision my daughter, Lady Gaga, and I shared from the start. We’re honored to partner with Sephora and Haus Labs to reach even more young people with the message that they are seen, valued, and supported,” said Cynthia Germanotta, President and Co-founder of Born This Way Foundation.
Sephora and the foundation are also inviting public nominations for grassroots organizations serving LGBTQIA+ communities. Nominations can be submitted through the Born This Way Foundation website through June 30, and final grant recipients will be announced by December 2025.
During Pride Month, Sephora will also host “Brave Spaces” in select stores for the second year. These areas will offer a welcoming setting where members of the LGBTQIA+ community and allies can create Pride looks with the support of trained beauty advisors. Brave Spaces will be present in Sephora stores across 74 cities and 21 global markets.
“We are proud to leverage the power of our brand and our community to raise awareness around inclusivity and to support the mission of the Kindness in Community Fund. We hope to make a big impact thanks to the mobilization of our community of 74 million members,” said Yeh.
The initiative will operate in 20 markets globally, including the United States, Canada, France, Germany, and the United Kingdom. The maximum donation cap for the U.S. market is $500,000.
For more information, visit www.sephora.com.
Source: Sephora
