Sephora pushes inclusivity in APAC with 'The Perfect Shade For You' campaign

Sephora has launched ‘The Perfect Shade For You,’ a major new campaign across APAC, from VIRTUE Asia, that sets out to redefine beauty standards by championing individuality, authenticity and inclusivity.

Building on Sephora’s global brand signature, ‘We Belong to Something Beautiful’, the campaign underscores the brand’s commitment to inclusive beauty in the region.

‘The Perfect Shade For You’ aims to empower individuals to discover and celebrate their unique identities through makeup as a tool for self-expression by highlighting Sephora’s industry-leading range of over 1,500 foundation shades,

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Jenny Cheah, managing director, Southeast Asia, Oceania and India, said: "At Sephora, we believe beauty is inherently diverse and everyone possesses a unique beauty worth celebrating.

"In today’s context where consumers increasingly demand authenticity and personalisation, especially in a region as culturally rich as ours, it’ll be a remiss if we confine beauty to a narrow definition.

"With ‘The Perfect Shade For You’, we’re investing in a future where every individual in Asia Pacific feels seen, represented, and empowered to embrace their unique beauty.

"We believe this initiative will drive meaningful conversations and change in the beauty industry and set a new standard for inclusivity."

Jenny Cheah: 'In today’s context where consumers increasingly demand authenticity and personalisation, especially in a region as culturally rich as ours, it’ll be a remiss if we confine beauty to a narrow definition.'

In partnership with Virtue Asia, the campaign provides an intimate, behind-the-scenes glimpse featuring a diverse cast of individuals from across Asia Pacific.

This inclusive representation spans a wide range of cultures, ages, and backgrounds from the region and encompasses a broad spectrum of skin tones, body types, and hair textures. Regional Sephora Squad members also shared their stories on the liberation and impact of finding their own perfect shade.

By embracing and showcasing this diversity, free from hiding or retouching imperfections, the campaign empowers audiences to explore the true meaning of 'the perfect shade' as a uniquely personal celebration of their own beauty.

'The Perfect Shade For You' is now live across Sephora stores, social media channels, and digital platforms in ten key markets - Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, and Thailand. Check out the campaign and find your perfect shade at your nearest Sephora store or online.

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