• by Sarah Mahoney , Yesterday

Sephora is taking Lady Gaga’s Pride-fueled “We Belong To Something Beautiful” campaign global, expanding it into new markets and media platforms. The broader rollout comes as the beauty retailer continues to defy spending slowdowns, with rival Ulta posting stronger-than-expected sales and parent LVMH noting that Sephora remains one of its few growth engines in an otherwise slowing portfolio.

Originally launched as part of a Pride month pushback in June, the new wave of ads replaces the original 15-second Pride Month clips with a 30-second version and pushes them into the U.S., Europe, Southeast Asia and Australia. Sephora is also investing in bigger media buys, including television, video, in-store displays, social media and out-of-home placements.

At the campaign’s core is “Classes for Confidence,” a Sephora program that gathers community members around a shared passion for beauty and storytelling. The new spots use participants’ verbatim stories as voiceovers, further underlining the inclusivity message.

The effort continues to highlight Haus Labs, Lady Gaga’s clean makeup line. The brand first launched on Amazon in 2019 before retooling for Sephora in 2022. The campaign also supports the Born This Way Foundation, the nonprofit Gaga cofounded to promote belonging and mental health, especially LGBTQ efforts.

Creative development came from Maison BETC Paris (formerly BETC Etoile Rouge) and BETC Fullsix, with direction by Fenn O’Meally and photography by Adrienne Raquel.

“At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Deborah Yeh, global chief marketing officer, in the announcement. “Lady Gaga’s personal story is a magnificent illustration of the values we promote every day.”

The campaign’s timing is critical. While global beauty has so far resisted consumer pullbacks, retailers are under pressure. Ulta’s most recent quarter showed shoppers spending more in every category, while LVMH reported declines across most divisions except for Sephora. The company said the retailer continues to notch market-share gains in many countries and to grow its loyalty programs.