# Beautified Community Spaces Sephora Canada's Beauty at The Bentway Revitalizes Outdoor Space By Laura McQuarrie | Published 2024-06-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beauty-at-the-bentway References: [newswire](https://www.newswire.ca/news-releases/sephora-canada-unveils-beauty-at-the-bentway-801128749.html) & [thebentway](https://thebentway.ca/news/sephora-the-bentway/)  In celebration of its 20th anniversary, [Sephora Canada](https://www.trendhunter.com/trends/makeup-masterclass) revitalized an undeveloped portion of [The Bentway](https://www.trendhunter.com/trends/torontos-harbourfront-centre)—a public space under an elevated expressway in Toronto—to create Beauty at The Bentway. This space brings awareness to [Sephora's Clean and Planet Aware commitments](https://www.trendhunter.com/trends/sephora-beauty-belonging) to ingredients, environmental packaging and consumer transparency. "What we've heard from local residents time and time again is that they're looking for more open-air places to meet up with friends, to "work-from-outdoors", and to enjoy the rhythm of the city," says David Carey, Co-Executive Director of The Bentway, "We're so thrilled to partner with Sephora in continuing our work to unlock new public spaces for Toronto." Complete with a communal table, bike parking and a large-scale installation, this community space opened June 6th and will continue to welcome the community to gather into 2025. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 90% | Activity: 92% | Freshness: 25% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Open-air Community Hubs:** The transformation of underused urban areas into vibrant community spaces is sparking a new trend in urban development. - **Sustainable Brand Engagement:** Brands like Sephora are integrating sustainability commitments into their public-facing projects to enhance consumer trust and brand loyalty. - **Urban Wellness Initiatives:** The creation of outdoor spaces dedicated to wellness activities is on the rise, promoting physical and mental health in metropolitan areas. ### Sectors Adopting This - **Urban Development:** City planners and real estate developers are increasingly focusing on converting neglected urban zones into attractive, multifunctional public spaces. - **Beauty and Cosmetics:** Cosmetic brands are leveraging public space projects to demonstrate their commitment to sustainability and community engagement. - **Sustainable Packaging:** The attention to environmentally conscious packaging solutions is becoming a critical differentiator in the competitive beauty industry. ## Related on Trend Hunter - [Beauty-Incentive Programs](https://www.trendhunter.com/trends/free-beauty-samples.md) - [Clean Makeup Initiatives](https://www.trendhunter.com/trends/makeup-masterclass.md) - [Pride-Inspired Safe Spaces](https://www.trendhunter.com/trends/sephora-launched-brave-spaces.md) - [Toronto Mall Beauty Expansions](https://www.trendhunter.com/trends/sephoras-grand-opening.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Concert-Centric Makeup Activations](https://www.trendhunter.com/trends/shimmer-studio-by-sephora.md) - [Beauty-Branded Holiday Markets](https://www.trendhunter.com/trends/loral-paris-distiller.md) - [Black Beauty-Brand Pop-Ups](https://www.trendhunter.com/trends/black-beautybrand.md)