Deborah Yeh discussing the company's commitment to inclusion at Brandweek.  Sean T. Smith for Adweek

This past April R&B artist SZA tweeted that an employee at a Sephora store called security on her after suspecting her of shoplifting. The company sprang into high gear, doubling down on the company's brand promise of opening up the world of beauty to all.

"Changes have come swiftly since then: Sephora is educating staff on 10 key points regarding issues like diversity and customer safety. Customer experiences are being tweaked and redesigned to better suit all clients, including technological innovations for matching foundations to skin color."

"For now, Sephora is putting diversity at the forefront of its marketing efforts. Yeh said that exhibiting diversity in its messaging is a major priority for the brand, with a recent campaign spotlighting LGBTQ+ people (both in front of the camera and on the production side), which was one of the biggest media investments the brand has made during Yeh’s 7-year tenure."

Article: With Inclusivity as Its Focus, Sephora Doesn’t Do One-Size-Fits-All Marketing