Sephora’s New Digital Campaign Is a Timely Anthem for Inclusivity

#Neverstop celebrates beauty of all kinds

Sephora's new campaign preaches to women to never back down.

Sephora wants to show that beauty doesn’t come in one shape or size.

Today the brand launches a social campaign dubbed #Neverstop that focuses on five women who all have different beauty stories. Karis, a transgender woman, explains why she likes her makeup to look natural, Morgan says that she’s learned to love her curly hair and Cynthia describes why she doesn’t dye her grey hair.

The five short vignettes are anchored by a longer 45-second film that rallies around the theme of #NeverStop, which encourages women to “never stop” being brave, rocking bold lips or standing out, “just cause you’re told,” while music from Barking Owl Music plays.

Whether or not the campaign is intended to make a political statement, the message of inspiration is particularly timely after President Donald Trump’s executive order over the weekend that temporarily bans people from seven Muslim-majority countries from entering the U.S. Executives from Ford, Starbucks and Nike swiftly released statements opposing Trump’s order as did tech leaders from Airbnb and Lyft.

“We have a very active and engaged audience that are constantly sharing and supporting each other, beyond product,” said Alison Stiefel, vp of campaign and content marketing at Sephora. “With this campaign, we are encouraging a deeper conversation with our followers about what beauty means to them, celebrating each other and ultimately give a voice to how we can all ‘beauty together.'”

The work is also the first to come out of agency Argonaut, which won the project in July.

“Their entire company tagline is ‘Let’s beauty together,'” noted Argonaut’s senior art director Tynessa Jue. “Rooted in that is inclusivity for everyone and ‘everyone’ doesn’t matter who you are—no one person is the same.”

The digital spots—alongside roughly 75 pieces of content supporting the videos—start rolling out to Facebook and Instagram today. On Facebook, Sephora has 15.2 million fans and 10.3 million followers on Instagram.

“Both platforms lend themselves well to both visual and written story-telling as well as response engagement,” added Stiefel. “Because the majority of our clients are active on Facebook and Instagram, we wanted to create a path to participation in a way they feel most comfortable online.”

There’s also a Snapchat component with branded geo-filters wrapped around store locations that Snapchat users can place over photos and videos shared via the app.

Director and photographer: Malia James

DP: Frank Mobilio

Production Company: Scheme Engine

  • Production Company Executive Producer: Sheira Rees-Davies
  • Production Company Producer: Ken Franchi

Edit House: Beast

  • Beast Producer: Jeff Bielat
  • Beast Executive Producers: Tracy Coleman, Jon Ettinger
  • Editor: Morgan Bradley
  • Flame Artist: Eric Pascua
  • Colorist/Flame Artist: Dave Burghardt, Matt Trivan
  • Assistant Editor: Paul Coutu
  • Assistant Editor: Steve Greenberg
  • Motion Graphics Artist: Joe Macken

Music: Barking Owl, Marmoset, Premium Beat

  • Music on Long Form and Morgan by Barking Owl
  • Barking Owl Creative Director: Kelly Bayett
  • Barking Owl Producer: KC Dossett
  • Music on Karis and Khadija by Marmoset
  • Marmoset Music Supervisor: Ron Lewis
  • Music on Cynthia and Britni by Premium Beat

Agency: Argonaut

  • Chief Creative Officer: Rick Condos
  • Senior Art Director: Tynessa Jue
  • Senior Art Director: Rachel Marshall
  • Senior Copywriter: Iman Omar
  • Copywriter: Samantha Holler
  • Creative Director: Sha Nguyen
  • Brand Manager: Lauren Martinez
  • Brand Director: Catherine Wolpe
  • Group Brand Director: Robert Woods
  • Head of Production: Topher Lorette
  • Executive Producer: Michael Huntley
  • Broadcast Producer: Tyler Neely
  • Print Producer: Michelle Mintz
  • Head of Strategy: Max Heilbron
  • Strategist: Chris Turney
  • Strategist: Marika Wiggan


  • Deborah Yeh, svp of Marketing
  • Alison Steifel, vp of Marketing

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