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Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 6/17]

06.19.20_We're taking the 15% Pledge.png

 

[[UPDATE 6/17: Welcome SUNDAY II SUNDAY, from founder Keenan Beasley, now at Sephora! 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 3/23]

Yes!  I'm here for it!  Would love to try the blushes, will they restock soon @SephoraBIC ?

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

So excited about this @SephoraBIC !  LYS products are beautiful and I am obsessed with their Serum Foundation!!!

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

The Lip Bar, Mented Cosmetics, Black Girl Sunscreen Pleaseeeee!

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

Would looove Black Girl Sunscreen in Canada

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

How about ColouredRaine and a Canadian one like BoursieCosmetique? 

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

What is BoursieCosmetique? I've tried looking it up and nothing pops up. I'm Canadian and would love to support local brands.

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

Desperately need some Black-owned bath and body products.  Shower gels, hand soaps, hand lotions, etc.  As for other Black owned brands that I know of that you should research:  botica, minimo glow, western & rose.

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

Uoma Beauty

Their foundations and concealers are phenomenal, as are the shade ranges. Their eyeshadow palettes are super pigmented and quite lovely; some of my favorites actually.

 

Beauty Bakerie

Those blushes, (champagne & cotton candy palette has some of the prettiest glowing blushes I’ve used) highlighters and lippies are great.

 

Juvia’s Place

Affordable, beautiful and super pigmented. Love their shadow palettes!

 

The Lip Bar

Gorgeous lip products and I believe there are now face products as well.

 

 

I’m sure there are many more spectacular black owned brands that would be a perfect fit for Sephora, those are the ones that come to mind now.

 

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

Yes to all of the brands you mentioned! 

I remember it was like yesterday I've first heard of a new brand called Uoma Beauty and now it's international and had a movie collaboration!  

 

Beauty Bakerie has the cutest packaging (I remember back in 2018 when Huda Beauty was called out for eerie similarities between it's (at-the-time) upcoming Huda Bakes and Beauty Bakerie...but then again it's not the first time Huda Beauty was in the hot seat).

And Beauty Bakerie has an awe-inspiring backstory too (check out the Glamour article "Cashmere Nicole is What a 2019 CEO Looks Like"). 

 

For people who want to check out & buy from the brands @StellaBG mentioned:

- Beauty Bakerie can be found in the US (ULTA, Targets), UK & Ireland (Boots), and select products in select places in the UAE (Faces).

- Uoma Beauty is in US (ULTA, Nordstroms), the UK (Selfridges (England only I think?), Harrods (London only I think?), the Beauty Bay, Cult Beauty, ASOS (online retailer that delivers internationally))

- Juvia's Place is in US (ULTA)

- The Lip Bar is in US (Targets, Walmarts)

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

While I was looking at reviews for Beauty Bakerie products (which were mixed), I've come across an astonishing tale at the workplace dynamics of Beauty Bakerie --> check out reddit DOT com/r/BeautyGuruChatter/comments/hc2idr/former_beauty_bakerie_employee_exposes_toxic/ for a detailed account. Unfortunately the instagram post was taken down so this reddit post had the most info.

Also allegedly the company's response to this alleged whistleblower is telling (also detailed in the comments of that reddit post). While I'm not sure how much of this is true and that many many companies (including allegedly Sephora, if reports are to be believed) have not ideal/great workplace dynamics, I'm now hesitant to support this brand.  

 

Would love to know other's thoughts and opinions on this.

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

It would be nice to see#GoodeButter products in Sephora. Pure, natural ingredients with mega slip. I love Goode Butter. Please consider this brand. Thanks

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

Base Butter would be a great addition to your shelves.

 

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

Here's a link to black-owned beauty and skincare lines that Sephora should really consider getting:

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

Hi, just an FYI, you can't post links outside of Sephora. Just write out the link or website name and post instead.

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

I'm so happy to hear Sephora is taking a "Pledge" of 15% percent shelf space.  How long will that 15% shelf space last?  I know it is popular right now because of all the social / violent atrocities committed against people of color right now.  In five to ten years, will Sephora have increased their "shelf space" from 15% to 50% since Brands of Color makes products for everyone?  What does that 5 to10 year strategic business plan look like Sephora? How long will this bandwagon last Sephora?  I'm glad they are giving Brands of Color some shelf space but unfortunately, it's all about revenue and I have a horrible feeling that when the winds change and things go back to "normal", so will representation for Brands of Color. The sad irony - if more companies supported Brands of Color, those companies like Sephora,  would make even more MONEY 🙂

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

I would love to See 54 Thrones,, this stuff is Amazing. 🤎🤎🤎

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

I think its odd that there a are many struggling black owned beauty business that could truly benefit from being fast tracked and publicized and yet you chose fenty beauty for all 3 categories. Fenty Beauty is only owned 15% or less by Rihanna. The majority owner is the CEO of lvhm, Bernard Arnault, a billionaire white man. It takes 2 minutes on Google to research this. This is just more corporate bull. I wonder how much sephora got in return benefits for sneaking in a majority white owned business into this ad. @sephora, #sephora

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

You made a lot of great points. I would like to add my own (long) opinion to the mix.

I know that brands (fragrance, makeup, skincare...) often use a celebrity/celebrities as their face(s) or "head(s)" to attract the celebrity/celebrities' fanbase when the celebrity/celebrities actually owns a minority (<50%) of the brand. Recent examples include Rare beauty (it was in development by veteran beauty executives for at least the past 5 years, Selena Gomez is just the face of the brand) and Fenty beauty. Nowadays the celebrity makeup and/or skincare brand is the new celebrity perfume brand from the 2000s (for example Taylor Swift perfumes). Whenever I see a celebrity brand, I know that they are just the face of the brand. The celebrity could play more of a role than the face of a brand (ex: help with product development, lead shows...), but they weren't the ones developing the brand from scratch. 

To add on to your concern, LVHM owns a lot of brands and is worth a lot (like you said the CEO is a billionaire (& he's been in the business for a long time)) and Rihanna has a strong fanbase so Sephora's increased coverage of Fenty helps Sephora in the end. Also, Sephora along with other retailers like Target and ULTA (Sephora's competitor that earned more money than Sephora the past yr (or yr before I forgot)) chose to increase the number of black-owned brands they have when there is a public outcry (Black Lives Matter movement, 15PercentPledge, Pull up or Shut Up). So I just see all this black-owned brands/15% pledge that Sephora and other retailers are doing as a PR image booster but that doesn't mean customers like you and me can't benefit from having more black-owned brands more accessible to us. If Sephora and other retailers really cared, then they would focus on educating their staff on racism including racial biases and micro-aggressions, and allowing Black (and non-white) staff to shine and move up to executives and other high-powered positions. 

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

@Nahnom @aabrents  Quick addition to this discussion: LVMH also owns Sephora. With that in mind, it's not surprising to see all the Fenty support and marketing. (Fenty's not a Sephora newcomer.) 

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

Ooh! 😯 I didn't know that. Makes even more sense. Thanks @WinglessOne 👏

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

In Canada…please have all the same black owned business products that are available in the US. Tried of NOT having the same shopping experience in Canada than when in the US. There are a lot of black people in Canada too. Too often Canadians are left out when it comes to black owned business products. One brand in particular is Bread Beauty Supply and CurlSmith. 

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