Artist and Activist Sarain Fox on Sephora’s Latest Beauty Campaign

Sarain Fox x Sephora.

For Chapter Two of its We Belong To Something Beautiful campaign, Sephora selected Indigenous activist Sarain Fox as one of seven new and inspiring collaborators who are celebrating Canada’s diversity and multicultural heritage. As a dancer, choreographer, and television host, Fox is committed to amplifying the voices of her people and embodies the campaign’s aim to honour the preservation and inclusion of all communities shaping Canadian culture.

How did it feel to be included in Sephora’s We Belong To Something Beautiful campaign?

“I am honoured and humbled to be included amongst other incredible individuals who are emblematic of diversity…and have important things to say. Being involved in the campaign felt like I was being seen for who I am and the work that I do.”

How was your experience shooting the campaign?

“Shooting the ​We Belong To Something Beautiful​ campaign was so much fun. We shot at my farm, inside my house, and on the land. I don’t think I’ve had that many people over! My great aunt, Mary, (the oldest living member of my family and our matriarch) and my mom were both involved in the campaign and on set the whole time. Watching their joy and excitement was the best part.”

What does the word “beautiful” mean to you?

“Beauty is about spirit. Beauty exists in our interactions with each other every day. For me, it represents kindness and realness. It also lives in the spark of our creativity. It exists when we engage honestly, express ourselves, and create connections.”

How does makeup help you express yourself?

“Makeup has always been a big part of my performance life in dance and in film. It has become part of how I get ready to raise my voice and express myself. It is part of my routine before I go on stage or in front of a camera and create dialogue. I have two big sisters, so makeup also makes me think of them. They taught me everything I know about products and application techniques. This campaign really reminded me of my childhood.”

When do you feel most empowered?

“I feel empowered when I’m telling stories and amplifying the voices of my people. I believe in sharing space with those who have been silenced and marginalized. I do that work so I can make a positive impact in the world for future generations.”

What are some of your favourite beauty products right now?

“EVERYTHING ​Drunk Elephant​. I love ​Bite Beauty​…and ​IGK Bad & Bougie Amla Oil Deep Repair Shampoo​ and ​Conditioner​. ​Fenty Beauty by Rihanna​ makes amazing foundations. I like literally anything high-pigmented and neon.”

How does your Indigenous background inform your perspective on beauty?

“For thousands of years, my people have lived on the land. We have adorned ourselves with colours, clothing, and art that represent ​where​ we are, ​who​ we are, and the ​communities​ we are responsible to. I carry that ancient wisdom and beauty into the future with me. It’s my armour; my magic; my adornments. It’s all part of my modern-day regalia. I think we are all informed by who we are and where we come from. Being Indigenous informs and inspires every single aspect of my life. I am so proud of that.”

What do you hope people take away from the campaign?

“I hope that people see themselves. I hope that they feel like they belong—I really mean that. I hope that there are Indigenous young women who can see themselves part of the mainstream for the first time, and for them, I hope this proves to them that they matter. We are still here and we are thriving and resilient. I hope this campaign inspires us all to live authentically and create communities where we uplift and support each other so we can all belong to something beautiful.”

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