Sephora has once again teamed up with global pop star Selena Gomez for the return of its ‘Make a Rare Impact’ campaign, aimed at raising awareness for World Mental Health Day.

As part of the initiative, Sephora will reaffirm its commitment by donating 100% of global sales from the ‘Rare Beauty’ line to the Rare Impact Fund on 10 October, in honor of World Mental Health Day.

This year’s campaign aims to build on the success of 2023, when Gomez’s international fame helped drive the campaign across 27 markets, including the UK, US, Australia, France, Germany, Brazil and India.

“Sephora wants prestige beauty to be a safe and welcoming space for everyone, and we are proud to leverage the power of our brand and our global network of stores and digital channels to support the Rare Impact Fund and its mission,” said Sephora global CMO Deborah Yeh.

“Last year was already a major success, and we hope for an even greater impact this year, thanks to the power of our passionate worldwide community.”

Rare Beauty EVP of social impact and inclusion, Elyse Cohen, added: “Joining forces with Sephora on the Make A Rare Impact campaign for the second year in a row reflects our shared values and ongoing commitment to addressing youth mental health.

“We’re proud to partner with Sephora, and with their support, the Rare Impact Fund has made significant strides, impacting over one million young people annually and more than 1,000 educational systems globally.”