Sephora and BigMama want to help the LGBTQIA+ community find its Safe Place

A Safe Place is a secure space where people can express themselves without fear of judgment, discrimination, or repercussions, a place where everyone's uniqueness is recognized and appreciated. Creating these spaces is a duty for each of us, and accessing them should be a right for anyone who feels they need it, especially young people, who may have less autonomy and thus more difficulty finding them. On the occasion of Pride Month 2024, Sephora launches the campaign We Belong Here, aiming to raise awareness about the importance of Safe Places for the LGBTQIA+ community, while also committing to creating new ones and officially declaring that every Sephora space is a Safe Place: all beauty stores and every virtual space where each member of the beauty community can feel free and welcomed. But that's not all.

BigMama and Sephora for Safe Places at Roma Pride

As an ambassador for this initiative, the brand has chosen BigMama, an artist and iconic figure of the LGBTQIA+ community much loved by Gen Z. BigMama has shared on various occasions her experiences of bullying and body-shaming during her school years, showing empathy and understanding for the frustration and desire for redemption of discriminated students. The campaign film is inspired by the personal story of the well-known hip-hop artist, representing the experiences of many, and shows how finding a community and support can lead to a rebirth. This is depicted in a striking final sequence, with a triumphant and joyful parade of BigMama in the school hallways along with many other students. This parade will also take place on June 15 in Rome, during the Pride event sponsored by Sephora.

A Virtual Space Dedicated to LGBTQIA+ Students

Speaking of students. It is no coincidence that they are the protagonists of the campaign. School is often one of the first social environments where people confront and expose themselves to others' judgment, and for this reason, it can become the first place of discrimination among young people. For this reason, Sephora has decided to support the LGBTQIA+ community by creating a new digital Safe Place dedicated to students and funding 1000 hours of free psychological and educational support in collaboration with Arcigay, the most well-known LGBTQIA+ non-profit organization in Italy. Starting in June, the month of Pride, LGBTQIA+ students have access to a safe virtual place where they can express themselves freely, engage, and seek help with the support of psychologists and educators. The helpdesk is available with free bookable slots for students on the Arcigay website. This is an important step to create a community free of prejudice and hate, but also to provide a safe space for everyone, one person at a time.

The Sephora Manifesto

Furthermore, Sephora is committed to promoting the values of a Safe Place through the creation of a Manifesto, which will be displayed at the entrance of all 131 company stores and across all digital properties. This manifesto invites all customers to feel free and to contribute to the creation of safe places for the LGBTQIA+ community wherever possible. A positive and proactive push, endorsed by an exceptional ambassador.