Sephora Cast 10 of Its Own Employees in Its Most Diverse Campaign Yet

Gone are the days of homogenous beauty ads in mall windows and on billboards. Sephora just announced its new holiday campaign, and following in the steps of recent inclusive campaigns from Wet ‘n’ Wild, CoverGirl, and Glossier, Sephora’s latest roll-out is its most diverse campaign yet.

For its new Reach Out and Gift campaign, Sephora didn’t only go the “real person” route for the models featured—it dipped directly from a pool of its own store employees (or “cast members” as they’re called) for the first time ever. Over a thousand consultants applied to be in it, Racked reports, and the final 10 includes everyone from a Muslim immigrant working at a Sephora in San Francisco, to a woman with alopecia working in Oregon, to an aesthetician with dreadlocks from Beverly Hills. According to brand reps, the campaign is meant to focus on the personal aspect of beauty, rather than sell whatever the latest glittery holiday offering is. (However, if it is glitter that you’re after, please direct yourself to the Fenty Beauty holiday collection immediately.)

No shade to past campaigns or gold eyeshadow, but it’s a refreshing change to see people wearing makeup in a way that’s personal to them. With the recent progress we’ve seen for inclusion and diversity in beauty, Sephora’s campaign suggests that this is a long-lasting shift in how retailers are thinking about product shades and advertising. When even the Sephora’s of the world realize that we want to see images of people like ourselves in ads—and that individuality is aspirational—that’s no small thing.

Speaking to the campaign, Deborah Yeh, Sephora’s senior vice president of marketing and branding, told Glamour: “The 11,000 North American employees that we invited to apply for inclusion in this campaign come from all different backgrounds and cultures, and their differences are what makes us who we are as a company. We were very deliberate in choosing talent who represent individuality in beauty, both inside and out.” According to Yeh, that meant featuring employees who reflect the range of Sephora’s clientele, and the mix of unique beauty styles that find a home in the store’s community.

The campaign rolls out in stores and online starting this Thursday, November 2. No word on whether it’ll make you feel better while you’re waiting in line on Black Friday, but at least you’ll know you’re giving money to a brand that gets it.

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