Haus Labs Founder Lady Gaga is the new face of Sephora’s “We Belong To Something Beautiful” campaign in partnership with the Grammy winner’s Born This Way Foundation.

Timed for Pride Month, the “Die with a Smile” crooner will share her vision of beauty as being part of a kind, inclusive, joyful, inspiring community, where everyone can safely explore and express themselves in a promotional video.

‘Classes for Confidence’

The film highlights “Classes for Confidence,” a program that brings community members together around a shared passion 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, global chief marketing officer of Sephora. “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.”

Youth Mental Health Through the Kindness in Community Fund

Through June, $1 from every Haus Labs product purchased at Sephora (or the equivalent in local currency) will be donated to Born This Way Foundation, a nonprofit organization co-founded by Lady Gaga and her mother, Cynthia Germanotta, that empowers and inspires young people to build a kinder and braver world that supports their mental health.

“Haus Labs is built on the belief that artistry and self-expression are tools of empowerment,” said Angela Simpson, chief marketing officer, Haus Labs by Lady Gaga. “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.”

“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,” said Germanotta, president and co-founder of Born This Way Foundation. “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.”

With Sephora’s global reach, donations will be directed from 20 markets where Sephora operates, including Bulgaria, Canada, Czech Republic, Denmark, France, Germany, Greece, Hong Kong SAR, Italy, Poland, Portugal, Romania, Serbia, Singapore, Spain, Sweden, Switzerland, Thailand, the United Kingdom and the United States.

Brave Spaces

For the second year, Sephora will bring back its “Brave Spaces” in select stores around the world, to offer a welcoming environment for LGBTQIA+ community members and allies at Pride to safely create their Pride looks. Trained Sephora beauty advisors are at the heart of this program and will guide and offer visitors to freely create their Pride looks. Rooted in supporting and inspiring people not only during Pride but all year round, Brave Spaces will provide a place for the LGBTQIA+ community to feel comfortable expressing their true self in a welcoming environment.

Brave Spaces are popping up in key Sephora stores worldwide, including 74 cities across 21 markets — Canada, the US, Brazil, Mexico, France, the Czech Republic, Poland, the UK, Germany, Sweden, Denmark, Switzerland, Greece, Italy, Spain, Portugal, Australia, New Zealand, Hong Kong, Thailand and Singapore.