INDIGENOUS ACTIVIST SARAIN FOX STARS IN SEPHORA CANADA’S NEW CAMPAIGN CELEBRATING DIVERSITY

"Maybe my kids will grow up in a way where they really just exist"

Sarain Fox

Canada is a vast and varied country, and Sephora Canada’s newest advertising campaign is celebrating just that. Unveiling part two of its ‘We Belong To Something Beautiful’ campaign today, the cosmetics giant has tapped seven new faces to celebrate “culture, heritage and family.”

According to the brand, each of the seven women “have overcome adversity [and] embraced their heritage”, adding that the campaign “honours the inclusion of all communities shaping Canadian culture.”

Indigenous activist Sarain Fox is one of the new faces, describing in a press release how her ancestry influences her present day. “My culture is my worldview,” she says. “It informs how I walk in this world and the responsibilities I have to my community. I use my voice to uplift and empower my people. I speak honestly and unapologetically about who I am (to help change the future for the next generation). Our truth is directly connected to who we are. Our truth is our belonging.”

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