Sephora’s a beauty company – uniquely positioned with strengths in color cosmetics, fragrance, skincare, haircare, wellness and accessories, and a history of being disruptive in this industry. Sephora wanted to grow their purpose-led programming and offered a blank slate to create new social impact programs. At Sephora our primary motivation for Sephora Stands social impact work is that it’s the right thing to do. Sephora started its main classes program as a business initiative to attract clients. Some had pre-existing contracts with other retailers that didn’t allow it, others weren’t yet sold on the new business model Sephora proposed. This is important and potentially uncomfortable for some people who prefer to keep their do-good work completely separate from their business strengths. Sephora started its main classes program as a business initiative to attract clients. From a business perspective, those classes work when they yield happy new clients who purchase products.