Sephora launches global branding as it seeks to ‘reinvent’ beauty industry

Sephora is adopting a single brand signature across all its 35 markets in Europe, the Middle East and Asia illustrating “the values supported and defended” by the brand.

The retailer’s slogan – ‘we belong to something beautiful’ – has been a key pillar of Sephora’s positioning in North America. The brand hopes to unify its global community under the same signature.

President and chief executive Guillaume Motte said: “As the global leader, Sephora has always been shaping the prestige beauty industry and reinventing the codes of beauty. This signature has been a key pillar of Sephora’s positioning in North America and has helped redefine prestige beauty in this region.

“By adopting it worldwide, we are reaffirming our unique vision of beauty, which draws its strength from the expression of our uniqueness, but also from our belonging to a welcoming community, without borders or barriers. We want to inspire the millions of enthusiasts who make up our community: the 180 million members of our loyalty program worldwide, our hundreds of partner brands, and our 50,000 employees.” 

Deborah Yeh, Sephora’s global chief marketing officer, added: “Initially launched in North America in 2019, ‘we belong to something beautiful’ has become more than a brand signature. It has inspired action, from evolving our store experience to expanding our product assortment. While every culture has unique nuances, we believe inclusion is a global human concept. We now challenge ourselves to commit to this ambition worldwide.”