Black Owned Brands at Sephora
Sooo, let's talk about Sephora for a second. They did recently take
the 15% Pledge, promising to devote at least 15% of their shelf space to Black Owned brands... but as of right now they currently only have seven brands that are Black Owned... SEVEN. How did we get here? Why is this okay? Sephora is personally the first place I think of when I want a higher end beauty product, but how is it fine that they completely exclude a huge chunk of the population. White owned beauty brands have continually failed darker complexions, from weak shade ranges (looking at you Tarte), to low pigment powders, to devastatingly abysmal hair care products most likely due to harmful stereotypes that have long been disproven, considering Black individuals spend 9x more on beauty than their white counterparts.
I will give Sephora credit for wanting to better, though it shouldn't take a multi-national movement for the biggest name in makeup to kinda start to care about diversifying their lineup. Especially when you can look at the economic success of a brand like Fenty, which released a 50-shade foundation on their first launch! Consumers reward diverse companies in all capacities, not just makeup! Comparing a brand like Victoria Secret, who makes products for slender, cis-gender white women and Savage x Fenty (sorry not sorry for bringing Rihanna into this again... maybe she should just run the world???) who continues to make an amazing diverse and inclusive line launch after launch. One has filed for bankruptcy on numerous occasions and closed hundreds of stores... guess which one!
And since it is obvious, we cannot depend on white owned companies to properly diversify their collection, we need to give space to Black owned brands who have proved themselves time and time again. So, the best way to show retailers what you want is to fight with your wallet! Support businesses that carry Black Owned brands and seek out Black Owned options for your shopping needs! At the end of the day, businesses need us more than we need them!
Back to Sephora, here are the ~7~ Black Owned options you can pick up during your next Sephora trip.
If you are interested in learning more about the 15% Pledge and see what businesses have taken the pledge click here.
Find all of my Black Owned Business highlights here.
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