Sephora has announced the launch of a new brand platform. The LVMH-owned retailer’s Belong initiative is its first public articulation of what the perfumery chain stands for and represents, personified by its tagline, We Belong to Something Beautiful.

The company has committed to building a community where diversity is expected, all are welcomed and included and will be evolving its marketing to champion belonging and inclusion.

“Any time a brand makes a declaration of this nature, it invites critique whenever it does not live up to its own standards,” said Deborah Yeh, CMO at Sephora. “But rather than say nothing at all, we embrace this as a challenge for our entire organization. That’s the ‘never stop’ part of our commitment. We were one of the first beauty retailers to ‘break the glass counter’ by providing open access to explore and learn about prestige beauty. We pledge continued innovation and action for the benefit of our clients, our communities and our industry.”

The company will shut all of its stores, distribution centers and corporate offices for the morning of June 5 to facilitate a company-wide inclusion workshop.