When in this blog post, we’re shining a light on Sephora and its commitment to adding Black-owned beauty brands to its shelves. Keep reading for more on Black-owned beauty brands at Sephora.
“We represent 15% of the population and we need to represent 15% of your shelf space.”
Beauty brands for Black women have been around for years, but they’ve struggled to get shelf space in stores, says Tiffany Gill, an associate professor of history at Rutgers University who wrote a book called “Beauty Shop Politics: African American Women’s Activism in the Beauty Industry.”
In June of 2020, Sephora was the first brand to join the 15 Percent Pledge. The 15 Percent Pledge is an initiative created by Aurora James. James was asking major retailers to pledge at least 15% of their shelf space to black-owned businesses. James wrote, “We represent 15% of the population and we need to represent 15% of your shelf space.”
Black-Owned Beauty Brands At Sephora!
Sephora then posted on their Instagram “We recognize how important it is to represent Black businesses and communities, and we must do better. So, we’re starting now,” when they announced their participation in James’s 15 Percent Pledge.
Sephora to me is struggling to get that 15% pledge goal. And if they have reached that 15% pledge goal they are making it hard to find and support those Black-owned brands on they selves. With that here’s are a hand full of the Black-owned brands on the Sephora self.
You can find the scent of everyone’s fav Jackie Jackie Jackie on the Sephora shelves. Jackie Aina’s scented candle brand FORVR Mood is one of the latest Black-owned brands being offered at Sephora. As an influencer, I couldn’t be more proud of Jackie and her success.
Pat McGrath Labs
Pat McGrath Labs is a high-end beauty brand owned by Pat McGrath. Dubbed the “Mother of makeup Pat McGrath is a world-famous makeup artist.” The brand says they offer make-up you can use without caution. I do agree. I recently purchased the brand’s Skin Fetish: Divine Powder Blushes in the shades Paradise Venus and Electric Bloom. They are top tier.
SUNDAY II SUNDAY
When used daily, their proprietary formulas are proven to deliver reduced itch in 15 minutes and a healthier scalp in just 28 days. SUNDAY II SUNDAY says they are hair care for active women. They offer essential oils, vegan biotin gummies, daily scalp serum, and more.
FENTY BEAUTY by Rihanna
What Can I say about Fenty Beauty that hasn’t been said already? Fenty Beauty tools. Yes, tools! Of course, I have Rihanna’s stunna lip paint, diamond bomb all-over diamond veil, and cheeks out freestyle cream blush. However, the Fenty Beauty tools won me over. I have almost all of the brushes and both stand-alone mirrors. It’s the tools for me!
KNC Beauty says “Rethink your beauty routine with cruelty-free multitasking beauty essentials.” With their all-natural retinol-infused eye mask, all-natural infused lip mask, lip scrub, and lip balm. These must-have products will have you saying “My mask, please.”
But wait there’s more!
Sephora’s commitment to Diversity, Inclusion, and Equity
Sephora is a property of the juggernaut Moët Hennessy Louis Vuitton. Learn more about Sephora’s commitment to Diversity, Inclusion, and Equity here. They have stated they have plans to double the assortment of Black-owned brands by the end of this year. You can leave suggestions of Black-own beauty brands Sephora should add to their shelves here. The Black dollar is big business. And I can’t wait to see a bigger push!
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