Sephora Canada is dedicated to standing with Indigenous communities and to amplifying the stories of Indigenous Peoples during National Indigenous History Month, and year-round. They are rooted in celebrating diversity and highlighting local Canadian collaborators’ authentic untold stories.
As such, Sephora Canada is pleased to reveal its National Indigenous History Month Campaign, to amplify the voices of Indigenous Peoples in Canada, while paying homage to their knowledge, wisdom, diverse strengths, and teachings. The campaign is rooted in celebrating diversity and highlighting local Canadian collaborators’ authentic untold stories.
The campaign, which will be showcased on all of Sephora Canada’s digital channels and in its full fleet of 80+ stores throughout June, includes videos and images featuring a wide array of Indigenous talent, including two new We Belong collaborators: Montreal-based Inuk throat singer and content creator, Shina Novalinga and Winnipeg-based Nehinaw content creator, Michelle Chubb. From wardrobe and styling to the campaign videographer and campaign photographer, Sephora Canada exclusively partnered with Indigenous talent for the production of this campaign.
Deborah Neff, SVP Marketing, Sephora Canada, says how the purpose of this campaign is “…to let all Indigenous communities across the nation know that they are beautiful and belong in our Sephora Canada stores, in our offices, and in the beauty community.”
Sephora Canada is also proud to announce that local Indigenous beauty brand, Cheekbone Beauty, will be launching on Sephora.ca in the next year. This announcement comes shortly after the retailer made a new Canadian commitment to the Fifteen Percent Pledge to dedicate 25 percent of its brand offering to BIPOC-owned brands by 2026.
Further details about Sephora Canada’s ongoing Diversity, Equity and Inclusion journey can be found on their website at Sephora.ca/diversity-and-inclusion.
Check out another brand that brings forth the importance of Indigenous’ peoples narrative and stories to be told through their ethnic creations: https://holrmagazine.com/annafora-connecting-canada-and-ethiopia-through-fashion/