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Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 3/23]

06.19.20_We're taking the 15% Pledge.png

 

[[UPDATE 3/23: We're stoked to share another new-to-Sephora brand spotlight: Topicals! And don't forget to visit our Black-Owned-Beauty Guide, and read the latest updates on the steps Sephora is taking to champion diversity and inclusion beyond the 15 Percent Pledge: https://www.sephora.com/beauty/belong]]

 

We recognize how important it is to represent Black businesses and communities, and we must do better. 

 

You may have seen in Summer 2020 that Sephora partnered with designer Aurora James to take the 15% Pledge. The 15% Pledge is James’ nonprofit calling on retailers (like Sephora) to dedicate 15% of shelf space to Black-owned brands. Why 15%? As explained on the 15% Pledge website, “Black people in the U.S. make up nearly 15% of the population. So, we are calling on major retailers to commit a minimum of 15% of their shelf to Black-owned businesses.” We are so excited to be the first retailer to take the pledge and are looking forward to seeing others join us in the 15% Pledge. Next, we want to hear from you!*

 

Which Black-owned beauty and wellness brands do you want to see at Sephora? Be sure to let us know your favorite product(s), what makes this brand unique, etc. 

 

Thank you in advance for your guidance and support. We look forward to learning from you!

 

*We will not be able to guarantee these brands join our Sephora brand roster, but we value your expertise as individual beauty lovers who shop outside of Sephora and our brands. Black-owned brands interested in partnering with Sephora can apply through RangeMe.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 2/26]

I’d like to see more of the Qhemet Biologics line available, as well as The Lip Bar and Mented.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 2/26]

I love what you sll are doing sephora! Keep it coming!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 2/26]

I love to see the brand epi logic. Its expensive but amazing black owned brand.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 2/26]

Would love to see Uoma Beauty at Sephora or Coloured Rain

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

Now introducing another new founder spotlight, currently featured on our Black-Owned-Beauty Guide: Danessa Myricks! As one of the most-requested brands here on Community (shout-out to @KNC24, @WinglessOne@VBeauty3@lexlabel@miranduhh31, @DSP3@AnitaB08@Tamara76@PrettyPaint, and @karibe!), we’re so excited to welcome the brand to Sephora.

 

Danessa Myricks specializes in multi-functional and affordable products for all skin tones. Inspired by her own experience as a self-taught makeup artist, who often felt like the world of makeup wasn’t inclusive enough, Danessa seeks to create products that really pay off – in terms of longevity of wear, pigment, and price -- that everyone can use! Learn more about the brand now on our Black-Owned-Beauty Guide: https://www.sephora.com/beauty/black-owned-beauty-brands

 

As always, please keep sharing your suggestions for more Black-owned brands you want to see at Sephora by tapping the “reply” button below – and stay tuned for more updates on Black-Owned beauty brands at Sephora.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

I am so excited about Danessa Myricks and LYS coming to Sephora!!   Thanks for the heads up, @SephoraBIC !!!  I've got my cart loaded!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

@SephoraBIC , definitely thrilled to see Danessa, Qhemet and Lys here.  I really do get hyped from seeing the additions, please keep expanding!  I'm still crossing my fingers for Uoma Beauty.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

Yes!!!!!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

I’m so happy Danessa is now in Sephora, I just recently learned of her and am glad to support her. She is kind and responds to questions about her product!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

Excited! Thank you. Can't wait to try everything from the new BIOPIC Brands!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

@SephoraBIC  Thank you for bringing her products to Sephora and for letting us know! 🤗💕

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

@SephoraBIC  Hooray! 😍 Thanks for the heads-up, and for bringing Danessa aboard! 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

@SephoraBIC  This is fantastic! Thanks so much!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

@SephoraBIC Wonderful!  I'm so glad her brand is now at Sephora!!!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

LOVE TO SEE IT!! Danessa is a powerhouse! 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

It would be great to see juvias place! 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

I would love to see mented cosmetics, melanin hair care, and Qhemet. However, I'd also like to see some of the ones that are available in the US Sephora locations ( like Qhemet) available at other Sephora locations. I'm in Canada and we have very few BIPOC owned brands here,  in general but even moreso in comparison to the US. 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

Two things difficult regarding the LYS launch

 

1. The shade finder needs to be fixed. If I have to go to the brand's page to use their match tools, I'm, probably, buying from them instead of Sephora. Being able to cross reference new brands is important. Not being able to find my shade means I can't buy the product which means the "first Black owned clean beauty brand" doesn't get purchased because I have nothing to compare it to. Sephora has the ability to correct that. 

 

2.) Knowing that this brand won't be available in overseas stores because we're not the target audience, how do we get it shipped? I'm excited to try the product but it doesn't seem like they'll be available to me. I'm APO and can't seem to get it.

 

And, regarding a separate brand, there's a Black owned cushion brand here in Korea. Dr. Gio is the first Black K- Beauty brand!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

Yes! Correct the shade finder- do better & set up for success for sales. If sales fall flat or stagnate this will be primary reason & will misrepresent the ROI which wld mean the brand would be dropped because it would erroneously appear theres lack of interest 

 

Fix the shade finder

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

If you shop from the site there giving 10% off to sign up for emails.

 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/29]

It looks like that's what I'll need to do. My main thing is whether or not I can get it shipped here. Sephora being able to ship the primer but not the foundation is a tad odd but so are shipping restrictions I guess. If I'm able to ship them from the brand, that will be more odd.