Sephora Canada Unveils Beauty at The Bentway: Inspiring Torontonians to Make More Mindful Choices
Written By: Middle Child x Sephora Canada
Sephora Canada is taking purposeful action today with the hope of a more beautiful tomorrow with the unveiling of Beauty at The Bentway – a revitalized space that transforms a raw, undeveloped portion of The Bentway into something beautiful.
Opening June 6th and running into 2025, Beauty at The Bentway is inspired by Clean and Planet Aware at Sephora and is intended for community to come together and make more mindful choices—from how they move to the beauty products they use. Visitors to the large-scale installation and community space can experience stunning art by local artist Avril Wu, connect with friends at a communal table, or park their bike and take a breath while they explore Toronto.
To celebrate the launch of Beauty at The Bentway, Sephora Canada is collaborating with local businesses including Good Space and Studio Mooi, to host free Classes for Community inspired by the principles of Clean and Planet Aware at Sephora.
Visitors can also discover new Clean and Planet Aware at Sephora favourites with multiple days of free sampling throughout the summer. The long-term installation and activations are all in honour of the retailer’s commitment to making strides in the beauty industry and for community.
As an industry leader, Sephora is inspiring a more responsible world of beauty with its Clean and Planet Aware product offerings. Sephora has set in place a series of high standards to guide the retailer forward, offering an always-growing selection of inspiring beauty from brands like Briogeo, Ellis Brooklyn, Tower 28 and Youth To The People.
Beauty at The Bentway amplifies Sephora’s April 2024 unveiling of its updated Clean at Sephora and Planet Aware at Sephora seals, and the retailer’s global effort to harmonize the way it communicates on formulations and environmental commitments across its 35 markets worldwide. The campaign also includes TV spots and OLV, as well as an in-store pop-up that featured a first of its kind retail TikTok integration that featured educational screens with TikTok creator-led clean make-up content to bridge the online and offline conversation around Clean and Planet Aware at Sephora. Starting May 30th, members of Sephora’s Beauty Insider program can opt in to the Responsible Beauty Challenge and earn valuable Beauty Insider points by completing challenges including, dropping off beauty empties, skipping a bag and buying Clean at Sephora hair products.
The Bentway is located at 250 Fort York Blvd, under the Gardiner Expressway just west of Bathurst Street. To learn more about Beauty at the Bentway visit @sephoracanada on Instagram, and sign up for Sephora Canada’s free Kundalini-inspired with Good Space here, and free Kintsugi Class with Studio Mooi here.
Beauty at The Bentway was brought to life by Sephora Canada’s experiential agency, Salt XC, with Middle Child, public relations AOR handling PR and S1 handling media.
