Sephora rolls out ‘Perfect Shade’ to redefine beauty across Asia

Sephora is setting out to redefine beauty standards across Asia Pacific, championing individuality, authenticity and inclusivity in a new campaign with Virtue Asia.

Called The Perfect Shade For You, the work spans 10 markets - Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore and Thailand - and builds on Sephora’s global brand signature We Belong to Something Beautiful.

The campaign puts Sephora’s range of more than 1,500 foundation shades at the centre, positioning makeup as a tool for self-expression and empowerment. By encouraging consumers to explore their own perfect shade, Sephora is reinforcing its commitment to inclusive beauty in one of the world’s most culturally diverse regions.

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

Cheah said the company is investing in a future where every individual in Asia Pacific feels seen, represented and empowered.

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

Creative executions feature a diverse cast of individuals from across APAC, spanning cultures, ages and body types. Sephora Squad members share their stories about the liberation and impact of finding their own perfect shade, while campaign films present behind-the-scenes moments free from heavy editing or retouching.

By focusing on unfiltered representation and authentic storytelling, Sephora said it is aiming to spark a wider conversation around what inclusivity in beauty really looks like - and how brands can reflect the diversity of the consumers they serve.

One element of the campaign spotlights Regional Sephora Squad members, who share personal stories about the liberation and impact of finding their own perfect shade.

By showcasing this diversity - free from hiding or retouching imperfections - Sephora is encouraging audiences to see ‘the perfect shade’ as a uniquely personal celebration of beauty.

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