Sephora Announces It Will Officially Dedicate 15% Of Its Shelf Space To Black-Owned Beauty Brands - The Shade Room

Sephora Announces It Will Officially Dedicate 15% Of Its Shelf Space To Black-Owned Beauty Brands

#Roommates, in an effort to show solidarity and support with #BlackLivesMatter and to champion inclusion within the beauty industry, popular makeup retail chain Sephora has just made a big decision. The company has officially announced that from now on, it will dedicate approximately 15% of the shelf space inside stores to black-owned beauty brands.

@CNN reports, Sephora has announced a commitment to permanently dedicate 15% of its stores’ shelf space to the products from black-owned beauty brands—making them the first major retailer in the United States to take the “15% pledge.” The pledge follows the multiple protests, riots and demonstrations over the death of George Floyd and the increasing national conversation about race inequality in America, in this case the challenges that black business owners face in securing representation within big retailers. Additionally, The 15% Pledge website also calls on Target, Whole Foods and Shopbop to make the commitment.

Artemis Patrick, Sephora’s Executive Vice President said this is a commitment with a long term plan to diversify the company’s supply chain and build a system that creates a better platform for black-owned brands to grow. “We are inspired to make the 15% Pledge because we believe it is the right thing to do,” he said.

The 15% Pledge was created by Aurora James, the creative director of the Brooklyn-based accessories brand Brother Vellies, who said this about the initiative:

“It’s really about a long-term commitment to the black community. The 15% pledge calls on major retailers to match the percentage of the black population and commit 15 percent of their shelf space or purchasing power to black owned businesses.”

Currently, Sephora offers nine black-owned brands among the more than 290 it sells. The company said it realizes it can and will do better.

 

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