Sephora Teams up With Lady Gaga’s Haus Labs for Empowering Pride Month Campaign

Sephora has teamed up with Lady Gaga’s Haus Labs beauty line for an empowering ad campaign to celebrate Pride Month throughout June.

Sephora is celebrating Pride Month by launching its signature “We Belong to Something Beautiful” campaign, in collaboration with Haus Labs by Lady Gaga and the Born This Way Foundation. A press release reveals that from June 1 through June 30, $1 from every Haus Labs product purchased at Sephora will be donated to the Born This Way Foundation.

This charitable organization uplifts youth by promoting compassion, courage, and emotional wellness. It was established by Lady Gaga and her mother, Cynthia Germanotta.

Central to this campaign is a new film where Lady Gaga reveals her definition of beauty, rooted in kindness, inclusivity, and joy, aligning with Sephora’s mission. The film also showcases “Classes for Confidence,” a program designed to unite individuals through a shared love for beauty and storytelling.

“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, the brand’s global chief marketing officer. “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.”

Germanotta added, “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.”

Additionally, the retailer and foundation are calling on the public to nominate nonprofits driving meaningful change for LGBTQIA+ communities. Submissions are open through June 30 on the Born This Way Foundation’s website, and grant recipients will be announced by December 2025.

Sephora and Lady Gaga First Partnered in June 2022

Lady Gaga’s Haus Labs beauty line made its debut at Sephora inside Kohl’s in June 2022. Kohl’s expanded its in-store offerings with a curated selection of Haus Labs essentials, reflecting a commitment to diversity and self-expression.

Haus Labs by Lady Gaga has experienced significant growth since its launch in September 2019. The beauty line further expanded its reach in September 2022 to all Sephora locations in North America, coinciding with the release of the Haus Labs by Lady Gaga Triclone Skin Tech Foundation.

By June 2023, Haus Labs was sold internationally across Sephora U.K., followed by a March 2024 rollout across 12 additional countries in Europe. By August 2024, the brand was in all stores nationwide.

Alison Hahn, SVP of makeup & fragrance merchandising at Sephora, said about the collaboration, “Since their initial launch in 2022, Haus Labs by Lady Gaga has deeply resonated with our clients, and this expansion is a testament to the brand’s commitment to delivering innovative and high-quality makeup products that truly perform. We look forward to continuing our partnership with Haus Labs and bringing the best in clean and effective beauty to even more beauty shoppers, who we know have been eager for this launch.”

Throughout Pride Month, Sephora is reintroducing its “Brave Spaces.” These dedicated areas in select stores globally are designed to celebrate and support the LGBTQIA+ community and allies.

Brave Spaces is part of Sephora’s ongoing commitment to self-expression, inclusion, and year-round support for the LGBTQIA+ community. The space will appear in Sephora locations in 74 cities across 21 countries, including Canada, the U.S., Brazil, Mexico, France, the Czech Republic, Poland, the U.K., Germany, Sweden, Denmark, Switzerland, Greece, Italy, Spain, Portugal, Australia, New Zealand, Hong Kong, Thailand, and Singapore.