Sephora tackles appearance based discrimination globally
As World Mental Health Day approaches on October 10, Sephora has unveiled Project Hearts Not Hate, marking its first worldwide corporate initiative aimed at addressing appearance-related prejudice. The program, developed in collaboration with Bully Zero, an Australian anti-bullying advocacy group, seeks to challenge societal biases before the annual observance.
The survey, conducted by Ipsos among 20,001 participants across 10 nations—including Australia, shows the pervasive nature of such bias. In Australia specifically, 67% of respondents believe appearance-based discrimination is common, while 54% have personally observed someone being mocked, excluded, or treated unfairly because of their looks. Among Australian participants, 41% cited body shape, weight, or size as the primary factor driving appearance-related criticism.
Globally, 76% of those affected by appearance-based discrimination reported altering their daily routines, such as avoiding certain people, locations, or social gatherings.
Deborah Yeh, Sephora’s Global Chief Marketing Officer, emphasized the beauty sector’s role in reshaping societal perceptions. The campaign reflects Sephora’s dedication to supporting a more inclusive culture.
To support these efforts, Sephora is collaborating with Right To Be, a global nonprofit, to create the H.E.A.R.T.S. training program. This initiative will train employees and communities to identify appearance-based harassment, intervene when necessary, and assist those impacted. The program is set to launch globally in 2027.
In Australia, Sephora’s partnership with Bully Zero will enhance its Taking Action on Bullying initiative, offering resources to help individuals and communities address bullying and exclusion.
To mark World Mental Health Day, Sephora will contribute $1.50 from every Sephora Collection product sold on October 9 and 10 to Bully Zero and other local organizations combating appearance-based hate. These funds will help sustain their critical work in tackling such issues.
Simultaneously, Sephora is expanding its Australian retail presence with the launch of Only at Sephora, a national campaign highlighting its exclusive collection of luxury beauty brands. The promotion features labels such as Hourglass, Haus Labs, Rare Beauty, Makeup by Mario, Patrick Ta Beauty, ONE/SIZE, Tarte Cosmetics, and Sephora Collection.
George Tsoukalas, General Manager of Sephora Australia and New Zealand, described the campaign as a celebration of the retailer’s long-standing relationships with both established and emerging brands.
The Only at Sephora rollout follows the recent Australian debuts of Marc Jacobs Beauty (September 2) and Merit (September 30), broadening Sephora’s selection of international prestige brands. This strategic expansion aligns with the company’s goal of offering customers access to a diverse array of exclusive beauty products.
