Four-part custom series to launch exclusively on Peacock on November 15th.
[November 15th, 2023] — Sephora, Digitas and NBCUniversal are proud to introduce “The Foundation of Belleza,” a first-of-its-kind, limited content series that celebrates the rich tapestry of intergenerational storytelling within the Latine community. The four-part docuseries – directed by award-winning writer, director, and Dominican Republic native Gabriela Ortega and produced in collaboration with NBCUniversal’s Creative Partnerships and creative studio Ventureland – is set to illuminate the journeys of influential beauty brand owners, shedding light on how their roots have inspired and shaped their ability to create innovative beauty brands that authentically represent and celebrate their communities.
Streaming exclusively on Peacock on November 15, “The Foundation of Belleza” is hosted by Emmy®-award winning actress and host, Adrienne Bailon-Houghton, and will delve into the profound connections between beauty, self-care, entrepreneurship, and cultural heritage. During each episode, Bailon-Houghton will introduce viewers to a different brand founder, celebrating their stories and their significant contributions to the Latine narrative. The first episode will showcase Babba C. Rivera, the visionary behind the hair-care brand Ceremonia. Subsequent episodes will feature Desiree Verdejo, founder of Hyper Skin, and Carina Chaz, the mastermind behind DedCool.
“The diversity and richness of the Latine culture is profound, and we at Sephora are so honored that these amazing brand founders are sharing their stories and histories with us and viewers,” said Anne Cambria, Vice President, Campaigns and Content, Product and Brand, Sephora. “By spotlighting these Latine-founded brands, we hope to highlight their amazing contributions to beauty and continue pushing forward with our mission of creating more welcoming, supportive and collaborative environments within the beauty industry.”
By exploring the intersections of identity, duality, and ancestral memory, Ortega's artistic vision – under the creative direction of NBCUniversal - will captivate audiences and inspire a deeper understanding of the Latine experience.
Sephora, Digitas and NBCUniversal are eager to embark on this storytelling journey that honors the Latine community's resilience, creativity, and passion for self-expression through beauty and entrepreneurship. This limited content series on Peacock promises to inspire, and uplift audiences around the world.
As Sephora's content partner, Digitas remains committed to its proven track record of creating breakthrough campaigns and content that prioritize diversity, in collaboration with Sephora.
"We are excited about this groundbreaking limited series as it allows us to truly amplify the voices and stories of Latine beauty entrepreneurs. Our aim is to showcase their remarkable innovation, unwavering resilience, and profound cultural pride. We firmly believe that by celebrating and embracing diversity and inclusivity, we have the power to inspire a whole new generation of creators and foster a beauty industry that is truly inclusive," said Danisha Lomax, Head of Client Inclusivity at Digitas.
"NBCUniversal is committed to telling the stories that entertain, inform, and shape the world around us. We have a responsibility to reflect the diverse stories and cultures that are all part of our lives,” said Mimi Belt, Vice President & Creative Director, Advertising & Partnerships, NBCUniversal. “As a Latina in the media industry, I understand how profoundly our moms and abuelas have shaped our concept of beauty and the world around us. I personally have a deep respect and love for our culture, and we’re committed to telling stories that genuinely reflect our rich diversity and heritage. ‘The Foundation of Belleza’ has the power to represent us as we truly are; to lead conversations around the Latine community, influence culture, and change our world for the better.”
Since its debut in North America 25 years ago, Sephora has been a leader in prestige omni-retail with the mission of creating an inviting beauty shopping experience and inspiring fearlessness in our community. With the goal of delivering unbiased shopping support and a personalized experience, Sephora invites clients to discover thousands of products from more than 360 carefully curated brands, explore online and through our mobile app, enjoy services at the Beauty Studio and engage with expertly trained Beauty Advisors in more than 600 stores across the Americas. And with its long-term strategic partnerships with Kohl’s, customers can now shop a fully immersive, premium beauty destination, with over 850 locations nationwide. Clients can access the free-to-join Beauty Insider program and digital community, which together enhance the experience of Sephora’s passionate clients.
Sephora has been an industry-leading champion of diversity, inclusivity, and empowerment, guided by our longstanding company values. In 2019, Sephora announced a new tagline and manifesto, “We Belong to Something Beautiful,” to reinforce its dedication to fostering belonging amongst all clients and employees and to publicly strive for a more inclusive vision for retail in the Americas. Sephora continues to give back to our communities and advance inclusion in our industry through its social impact and equity programming, called the Sephora D&I Heart Journey.
Digitas is the Networked Experience agency, where we believe that today’s marketing problems can no longer be siloed. We break through by delivering Media-Fueled Creativity: the intersection of Creative, Media, Data, and Technology that delivers breakthrough ideas and results for clients. Core to our DNA, we leverage comprehensive capabilities across Strategy, Media, Creative, Design, Data & Analysis, and Technology to understand human behaviors, decode signals, and spark strong connections between brands and people. We service clients around the world, with 5,500 employees in 65 offices across 43 countries. We have been celebrated by Gartner, Forrester, and were recently named Ad Age Data and Insights Agency of the Year, Campaign US Digital and Media Agency of the Year, and recently home three badges for DE&I, Client Stickiness, and Notable Wins in Campaign US Agency Performance Review.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, sports and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.