Courtesy of Sephora
May 21, 2026
One client. One foundation match. One invitation to a local conference. That’s how Sephora’s now-nationwide trans-inclusive beauty classes began – sparked by a single interaction at a Boston store more than a decade ago.
Makeup may not be the first thing that comes to mind in considering LGBTQ+ inclusivity, but for many, it’s an important part of coming out and stepping into who they really are. Sephora is one such champion of inclusivity, using makeup classes to empower trans and non-binary individuals in their gender expression. The program operates in all of Sephora’s 300 stores (virtually, as of 2020) and has helped thousands of clients since its launch over a decade ago.
Recently, PIOW interviewed Advisory Board member Sarah Thornton, who led the charge for Sephora to become a go-to brand for trans inclusivity. Now an assistant store manager in Boston, she was a beauty advisor fifteen years ago when the idea first took shape – starting with one client interaction.
Sarah recalled: “I had a client come in wearing jeans and a sweatshirt, with a buzzcut. We had a great time matching her foundation. She told me she was heading to a conference and invited me along.”
That conference was First Event, a Boston gathering for trans, queer, non-binary people, and crossdressers. There was clear interest in a makeup artist who understood the community. Sarah left determined to be involved: “I thought, I’ll be here as Sarah, or I’ll find a way to get Sephora involved. Either way, this was too important to miss.”
From there, word spread. Members of the Tiffany Club and the Trans Community of New England began visiting Sarah’s store. She prepped her fellow artists to meet their needs with sensitivity: “For someone new to living authentically, even one positive interaction can mean everything. Sometimes it was about being gentler, reading the room, and creating a kind of buddy system with others further along in their journey.”
Eventually, Sarah proposed tailoring community impact classes specifically for trans clients. Attendance at the first class tripled expectations. The following year, Sephora headquarters asked about trans community engagement, and Sarah shared her model – including sensitivity training for staff.
These practices grew out of deep listening. Sarah emphasized: “Don’t assume you know what a group needs. Ask how you can help, and include them in the planning. Community means partnership – you can’t support a community without talking to them.”
“Inclusivity,” she adds, “isn’t just social justice – it’s smart business.” “Creating a safe, positive space builds loyalty,” Sarah explained. “People shop at Sephora because they know we care. That loyalty also extends to employees, who stay longer and feel more invested when they know they’re included in conversations.”From a small foundation match to nationwide impact, Sephora’s trans beauty classes show how change often begins with one determined individual. Sarah’s advice to others hoping to spark similar initiatives: “Don’t limit yourself. Be open. Say hello. You never know which small interaction will grow into something much bigger.”