Sephora UK & FEI challenge outdated beauty norms

To mark International Face Equality Week (IFEW), Sephora UK has expanded its partnership with Face Equality International (FEI) and launched the My Face is a Masterpiece campaign, celebrating the uniqueness of every individual and promoting inclusivity and respect for those with facial differences.

The continued partnership between Sephora UK and FEI challenges outdated beauty norms and aims to empower those who have been marginalised by creating safe and inclusive spaces online and offline. 

Recognising that many beauty professionals are not currently equipped to meet the unique needs of individuals with facial differences, training of Sephora UK's beauty advisors will ensure they are able to provide respectful, inclusive and specialised services.

The longstanding partnership has also established the MySephora Charity Partner Program, where customers can choose to donate rewards collected through Sephora UK's loyalty program to support FEI's mission, with Sephora contributing £5 for each donation.

Nikki Lilly, Digital Creator & FEI Ambassador says: “I grew up watching makeup tutorials as a form of escape and self-acceptance, and Sephora was always at the heart of that. I still remember walking into Sephora for the first time when I was nine, in America for medical treatment, with nothing to look forward to. I spent hours swatching, exploring, and for the first time in a while, feeling seen. The team made me feel welcome at a time I felt lost and invisible. Every time I returned for treatment, Sephora became something I clung to. It gave me solace, comfort, and a sense of belonging.

“That's why this moment means so much. Working with Sephora and FEI is about more than beauty; it's about representation, inclusion, and making sure the facial difference community is not only seen but valued. This partnership is a powerful statement that everyone deserves to find joy, creativity, and confidence in spaces like these.”

International Face Equality Week (IFEW) runs from 12th-19th May.