Sephora Appoints Courage Inc. as Agency Partner in Canada

As Sephora continues to entrench its position as one of the world’s most iconic brands, it has tapped Courage Inc. as its Canadian agency partner to inject the kind of bold thinking that the indie agency is known for.

As a global leader in prestige beauty retail, Sephora has long been driven by a commitment to inclusivity, diversity, and belonging, weaving these values into every aspect of its brand. Since its inception in 1970, Sephora has redefined beauty, championing self-expression and reshaping global beauty standards. With a reputation for being a beauty trailblazer, the brand has earned global recognition for its expertise, innovation, and entrepreneurial spirit, and now operates within 34 markets worldwide.

“There’s no one size fits all when it comes to beauty and personal care,” says Niki Sahni, president, Courage Inc. “Sephora is a pioneer in promoting diversity and inclusion within the beauty industry, shifting the narrative towards self-celebration, and we’re honoured to support such an influential brand in realising their full potential.”

Courage’s proven track record of delivering breakthrough work, rooted in celebrating diversity across their team and clients, gave them the confidence to enter the competitive pitch process in Fall 2024. They paired this with a deep understanding of Sephora’s brand DNA and a human-first approach - a hallmark of the agency’s operations.

With their shared expertise in creating positive disruption, Courage’s approach is designed as the perfect partner to strengthen Sephora’s impact in Canada, all while staying true to the brand’s ethos.

“Everyone at Courage is so excited to work with an iconic and beloved brand like Sephora,” says Dhaval Bhatt, co-CCO, Courage Inc. “It’s one of those brands that you put on your wish list of clients, and to have the opportunity to help shape its narrative and find meaningful ways to keep connecting the brand with culture is a challenge we can’t wait to sink our teeth into.”

In partnership with Sephora, Courage will launch their first campaign later this year and will lead marketing communications for it.

“What drew us to Courage was their human-centric approach to creativity, as well as client-agency partnerships it takes to get to great work,” says Allison Litzinger, senior vice president of marketing, Sephora Canada. “Courage demonstrated such a compelling understanding of our brand, and where we can take it to authentically grow with Canadians. We’re excited about how we’ll connect with consumers in new and meaningful ways through the work we do together.”