With Project Hearts Not Hate, Sephora takes a stand against appearance-based hate 

What if beauty were no longer a reason for judgment? On World Mental Health Day, Sephora launched Project Hearts Not Hate, its first major global initiative dedicated to combating appearance-based discrimination. 

A comment about someone’s weight, a taunt about their skin, a lingering stare... Appearance-based judgment takes many forms and is sometimes normalized, but its consequences are very real. “No one should experience hate because of how they look.” Through this statement, Sephora reaffirms that beauty should remain a space for self-expression, never a reason for exclusion. 

The scale of the issue gives cause for reflection. According to a study conducted by Ipsos BVA for Sephora among 20,000 people across ten countries, seven in ten adults say they have experienced appearance-based judgment or discrimination. Among 18- to 24-year-olds, this figure rises to 85%. More revealing still, 76% of those affected say they have changed certain habits, sometimes avoiding particular places or social events. 

How can awareness be turned into action? While 57% of respondents have already witnessed such situations, 81% say it is often difficult to know how to respond. To close this gap, Sephora partnered with the global nonprofit Right To Be to develop Sephora H.E.A.R.T.S., a training program that will be rolled out from 2027 among its employees and local communities. Its aim is to help prevent these behaviors, intervene when they occur and support those who experience them. 

On October 9 and 10, in participating markets, Sephora also supported the launch of the initiative by making a donation to Right To Be or, depending on the country, to a local nonprofit for every Sephora Collection product sold. Through Project Hearts Not Hate, the Maison aims to help shift mindsets within an industry that itself plays a role in reshaping representation and beauty standards. Because celebrating every kind of beauty also means defending everyone’s freedom to be themselves without fearing the judgment of others.