EXCLUSIVE: Haus Labs by Lady Gaga Partners with Sephora for ‘We Belong to Something Beautiful’ Pride Month 2025 Initiative

Lady Gaga’s makeup brand Haus Labs is teaming up with Sephora this Pride Month to raise money and bring awareness back to the LGBTQIA+ community through a global initiative called “We Belong to Something Beautiful.”

From June 1 to June 30, $1 from every Haus Labs purchase made at Sephora will be donated to the Born This Way Foundation, a non-profit organization focused on youth mental health and wellness. The “You and I” singer, whose real name is Stefani Joanne Angelina Germanotta, co-founded the Born This Way Foundation alongside her mom, Cynthia Bissett Germanotta, in 2012.

Donations will be collected across 20 markets in which Sephora operates in, including Bulgaria, Canada, Czech Republic, Denmark, France, Germany, Greece, Hong Kong SAR, Poland, Portugal, Romania, Serbia, Singapore, Spain, Sweden, Switzerland, Thailand, the United Kingdom and the United States.

The money will go directly into the foundation’s Kindness in Community Fund, which provides grants to grassroots organizations serving LGBTQIA+ youth. Anyone can nominate an organization of their choosing, one that’s dedicated to serving the long-term needs of the LGBTQIA+ community, to receive a portion of the money, Germanotta told WWD. Nominations can be placed online through the foundation’s website until the end of June. The grantees will be announced in December 2025.

“Today’s young people are brave, actionable, and deeply driven to support one another. Through our research and in every interaction we have, young people express how safe, affirming spaces–especially for LGBTQIA+ young people–can be lifesaving,” Germanotta said.

Angela Simpson, Haus Labs chief marketing officer, further spoke to the purpose of the initiative in an email to WWD, describing it as a way “to support young people’s mental health and remind the LGBTQIA+ community that they are seen, valued, and beautifully unique.”

“It’s a powerful extension of what we stand for year-round,” she said.

At the heart of the campaign, the largest to date for Haus Labs, is, of course, Lady Gaga. Not only is she front in center in the official imagery, but she also stars in a short-form video to share her impression of beauty and belonging and how these two concepts intersect with inclusivity.

“Lady Gaga’s personal story but also the mission of her foundation and the Kindness in Community Fund perfectly resonate with the values we promote every day. Having her share what belonging means to her is an incredible testimony for the global beauty community,” Deborah Yeh, global chief marketing officer of Sephora, told WWD.

Sephora first launched the “We Belong to Something Beautiful” brand signature in 2019 to inspire action within the beauty industry.

“This campaign offers a new way of telling our story of the ‘We Belong To Something Beautiful’ platform, through intertwined testimonies that blend in a voice-over, advocating for self-acceptance and highlighting the essential role that beauty and community play in building self-confidence,” Yeh said.

Sephora will also be hosting an in-person experience with Haus Labs throughout June, offering makeovers to clients celebrating Pride Month.