The Foundation of Belleza

NBCUniversal, in collaboration with Sephora, launched an exceptional campaign that amplifies Sephora's commitment to diversity, equity, and inclusion. This initiative specifically celebrated Latine beauty brand founders, showcasing Sephora's investment in culturally diverse narratives and Latine-owned products. With the goal of cementing Sephora's position as an inclusive, culturally attuned leader in the beauty industry, this partnership produced a documentary series that genuinely highlights the stories of three trailblazing Latine brand founders.

An in-depth study by the NBCU insights team highlighted the critical importance of brands that honor and reflect cultural values, connecting with the cultural pride and passion points of multicultural consumers. In response, the bespoke documentary series, “The Foundation of Belleza,” was created and produced by NBCUniversal, featuring Adrienne Bailon-Houghton as the Storyteller. The series delves into generational knowledge and the dynamic cultural discourse reshaping Latine beauty traditions, creating an authentic resonance with its audience.

The campaign's scope included four extensive episodes streaming on Peacock, with over 70 custom pieces across various platforms to amplify the series. Notably, 92% of the crew responsible for bringing the series to life were Latino, echoing the commitment to diversity not only on screen but also behind the scenes.

The series' launch ignited a positive social discourse, with viewers sharing heartfelt reactions that celebrated the representation and validated the experiences of the Latine community. This feedback exemplifies the cultural impact of the series, evidencing Sephora's triumph in spotlighting Latine brands and the beauty industry's diverse spectrum.

This strategic endeavor by NBCUniversal and Sephora represents a significant stride in inclusive brand narrative, merging cultural representation with strategic marketing. The initiative places Latine voices at the forefront, setting new standards for inclusivity in media and strengthening the Latine community's representation in the beauty sector. This campaign is a powerful demonstration of Sephora's dedication to diversity and its influential role in championing social progress. Such a groundbreaking campaign is emblematic of the ideals celebrated by the Muse Awards, positioning Sephora as a vanguard of diversity and inclusion.