Sephora is on a mission to become more inclusive

today May 24, 2019
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Sephora has announced a manifesto to become more inclusive.

Image: Sephora

The beauty retailer has unveiled "We Belong to Something Beautiful," a campaign and manifesto that aims to encourage celebrating differences and living fearlessly, WWD reports.

"Sephora believes we have a role to play in building a more connected beauty community where everyone can belong," the brand's Chief Marketing Officer Deborah Yeh told the publication.

The campaign will see Sephora publish the manifesto online, in major newspapers across the US and via email. The company is also hosting a nationwide workshop focusing on inclusivity on June 5, for which it will close its US stores, distribution centers and headquarters.

The move comes as the brand prepares to open its new Times Square boutique in the heart of New York. Video clips posted to Sephora's Instagram account Stories show the colorful ‘We Belong to Something Beautiful' motto displayed in-store.

Inclusivity has been a major topic of discussion within the beauty industry over the past few years, with countless major brands making a very public effort to increase the diversity of the products they offer. Earlier this month, the skincare brand Obagi snapped up actress Priyanka Chopra to front its new ‘Skinclusion' initiative, which aims to open up the discussion about the need for inclusion and diversity when it comes to skincare, highlighting awareness of "unconscious biases," while Dove Haircare teamed up with Kelly Rowland in February to launch a single that aimed to boost self-confidence among girls.

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