Sephora’s "Hearts Not Hate": A Global Stand Against Appearance-Based Discrimination

At the Shangri-La Paris, during an evening of conversation, shared purpose, and collective resolve, Sephora officially launched Project Hearts Not Hate, its first global initiative dedicated to understanding, addressing, and ending appearance-based hate. Held in partnership with Vogue Business, the event marked far more than a campaign debut: it was a defining moment for one of the world’s largest beauty retailers, stepping forward not just to sell products, but to shape how people see, value, and respect one another.

More Than a Project A Global Commitment

Guillaume Motte, Sephora President and Global CEO, set the tone from the opening remarks: “I wouldn’t call it a project. I think it’s more than a project; it’s really an initiative, a commitment.” This is the first time Sephora has championed a single cause across all 37 markets in which it operates, a choice that underscores how deeply this issue resonates. “People experience hate because of their appearance, and we want to fight back and help change those perceptions,” Motte said. “As a beauty leader, we want to shape not only our industry, but also how we live and respect one another’s differences.”

The Scale of the Issue: New Global Research

Sephora commissioned Ipsos BVA to survey more than 20,000 adults across 10 markets Australia, Brazil, Canada, China, France, Mexico, Singapore, the UAE, the UK, and the US, and the findings are striking:

• 7 in 10 adults have experienced some form of appearance-based discrimination

• Nearly 1 in 2 faced it within the past 12 months

• 76% reported changing or restricting their daily lives as a result

• 59% said it had eroded their self‑confidence

• In 42% of cases, the person responsible was someone they knew personally

• In 88% of incidents, the harm happened offline on the street, at work, or even at home

Adelaïde Zulfikarpasic, CEO of the society division at Ipsos BVA, confirmed: “It’s a very widespread phenomenon… The consequences of appearance‑based hate are anything but neutral.” The most cited triggers were weight, ethnicity or origin, and sexual orientation yet the harm can extend to any visible trait, from skin tone and hair texture to height, build, disability, or facial difference.

Building Tools: The H.E.A.R.T.S. Training Program

To turn awareness into action, Sephora partnered with Right To Be, a US‑based nonprofit focused on addressing appearance‑based harm, to develop the Sephora H.E.A.R.T.S Training, a comprehensive framework designed to help people recognise, intervene in, and follow up on incidents safely and effectively.

Emily May, co‑founder and President of Right To Be, explained the philosophy: “Community is the immunity.” When people feel they belong, are accepted, and have each other’s backs, they are better protected not by shielding themselves from the world, but by building a world where everyone feels they have a place. The program equips bystanders with clear, practical steps filling the gap that research revealed: 57% of respondents have witnessed someone being targeted, yet 81% held back because they simply did not know how to respond.

Brands as Allies and a Way Forward

People are looking to businesses to lead: 74% believe brands can make a meaningful difference, and three‑quarters specifically look to beauty companies to help redefine standards and broaden representation. Deborah Yeh, Sephora’s Global Chief Marketing Officer, put it plainly: “We want to express our purpose through our acts, not just advertising.”

The initiative includes immediate action: on October 9 and 10, Sephora will donate a portion of sales from every Sephora Collection product toward expanding the H.E.A.R.T.S training. Rollout has already begun with employees, and the full program launches broadly in 2027, tailored and adapted for each market. Yeh acknowledged: “We have a lot of work ahead.” But the direction is clear: to turn empathy into education, and concern into change.