Leading a category means shaping its cultural conversation, but Sephora understands the challenge of capturing attention in today’s crowded space. To stand out with younger consumers —generations driven by self-expression and authenticity—Sephora needed to break away from traditional beauty campaigns. The answer was to focus on the deeper truth: beauty is about more than surface-level looks—it’s about identity, transformation, and personal storytelling. We set out to build a campaign that would position beauty as essential to self-expression and creativity, amplifying its emotional power in cultural conversation. “Faces of Music” was born: a Hulu docuseries, directed by Academy Award-winning filmmaker Ting Poo, that reimagines beauty as a tool for self-expression, creativity, and transformation. Partnering with breakthrough artists Chappell Roan, Victoria Monét, and Becky G—each with their own vibrant musical style and cultural background—the series invites fans into a truly personal space. Each episode begins with the artist bare-faced, sharing their own candid and deeply personal journeys as they build up to their signature, iconic looks. Along the way, they reveal how beauty rituals and artistic expression have shaped their confidence and identity, both on and off the stage. Feeling more like a personal conversation than a campaign, the result wasn’t just authentic—it was binge-worthy. The creative process was rooted in authenticity: real artists, real stories, and real transformation. The series launched with a multi-channel push—Hulu for long-form, TikTok and Instagram for GRWM and behind-the-scenes moments, and OOH for real-world buzz—strategically launched during the Grammys to seamlessly join peak music and red-carpet glam conversations. By making beauty personal and emotionally resonant, “Faces of Music” proved that Sephora could break beyond siloed beauty conversations to lead cultural dialogue that’s raw, real, and in-tune with younger audiences’ appetite.