Sephora goes all in on inclusive beauty across Asia
Sephora puts shade diversity at the center of its APAC push. Here’s what this means for brand authenticity
Sephora is leaning into inclusivity with a campaign that goes beyond product marketing and into brand values, centered on individuality, cultural nuance, and self-expression.
Its latest effort, The Perfect Shade For You, is now live across 10 countries in Asia Pacific, including Australia, India, and Indonesia.
This article explores how the campaign taps into consumer demand for authentic representation, what makes the execution stand out, and why it signals a broader strategic shift for brands navigating diverse markets in APAC.
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Patrecia Meliana
What Sephora just launched
The campaign, created in partnership with Virtue Asia, is rolling out across Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, and Thailand. It builds on Sephora’s global brand platform We Belong to Something Beautiful while shifting the spotlight specifically to foundation shades—more than 1,500 of them.
At the center is the idea of makeup as self-empowerment. Instead of using a traditional product-push approach, the campaign encourages consumers to explore their “perfect shade” as a personal expression of beauty.
Sephora Squad members, a community of brand ambassadors, share personal stories about finding their match and what it meant for their confidence and identity. These narratives are amplified through campaign films shot with minimal editing, steering clear of heavy filters or post-production polishing.
Why it stands out in beauty marketing
Inclusivity in beauty isn’t new, but how it’s activated across a fragmented and culturally complex region like Asia Pacific is where this campaign differentiates itself.
Rather than treating diversity as a checkbox, Sephora puts it front and center by representing a wide spectrum of skin tones, body types, and cultural identities. The casting spans multiple generations and communities, with a strong emphasis on real stories and visual honesty.
This also signals a strategic pivot from aspirational perfection to grounded relatability. According to Jenny Cheah, Sephora’s Managing Director for Southeast Asia, Oceania and India, the campaign aims to redefine beauty by celebrating individuality and cultural depth. These are core values increasingly demanded by younger, values-driven consumers.
What marketers should know
Whether you're in beauty or not, here’s what this campaign reveals about smart brand building in diverse markets:
1. Inclusivity is no longer optional. It’s brand hygiene.
Consumers in APAC are no longer tolerating one-size-fits-all brand messaging. From product design to storytelling, brands must localize with intent and respect for cultural context. Sephora's 1,500-plus foundation shades aren’t just a selling point. They’re a symbol of who the brand sees, includes, and celebrates.
2. Authenticity isn’t just tone. It’s executional.
The campaign’s behind-the-scenes style, unfiltered footage, and personal testimonies push back against overly retouched beauty norms. Marketers should take note. Consumers increasingly reward unvarnished truth over polished perfection.
3. Representation needs internal alignment
You can't run an inclusive campaign without inclusive infrastructure. Highlighting Sephora Squad voices shows the brand is building representation into its own ecosystem, not just its marketing. It’s a reminder that DEI in storytelling starts with who gets to speak.
