Sephora launches campaign to recognize Black-owned beauty brands

Sephora has unveiled a campaign to “further recognize and celebrate the contributions that Black culture and Black innovators have made to the beauty industry, including the excellent array of products, available for all beauty consumers.”

The Black-owned brands campaign will highlight brands including PATTERN by Tracee Ellis Ross, Briogeo, adwoa beauty, BREAD BEAUTY SUPPLY, Fenty Beauty, Forvr Mood, PAT McGRATH LABS, LYS Beauty, Danessa Myricks Beauty and Fashion Fair.

“Many of the tools, techniques, iconic looks and trends in beauty exist because of the Black community, driven by Black beauty needs and innovation,” said Priya Venkatesh, senior vice president of merchandising, at Sephora.

“However, these contributions have historically been underrecognized or for most, unknown. At Sephora, we want to help move the conversation forward, bringing awareness and education surrounding the impact of Black beauty in our daily lives. This campaign spotlights our Black-owned brands, championing the excellence and efficacy of their innovative products, for all Sephora beauty shoppers. Through this campaign, we aim to make beauty a more welcoming, supportive, and collaborative space, for all.”

Sephora said it will launch a Black-Owned Brands Favorites Kit with proceeds going to the 15 Percent Pledge, a call to retailers to allot 15% of their shelf space to Black-owned businesses. The kit will include the brands adwoa beauty, BREAD BEAUTY SUPPLY, Briogeo, Fenty Beauty, Fenty Skin, PAT McGRATH LABS and Shani Darden Skin Care.

Some items in the currently featured PATTERN by Tracee Ellis Ross collection include:

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