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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 4/20]

ESSIECARE 😍

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I’d love to see Sephora add black-owned niche home fragrance brands to your lineup. (More candles please!) There are so many being talked about right now. For example, LA BOTICÁ NYC. I already love the minimalist packaging of their sustainably crafted, hand poured, vegan, clean-burning luxury candles. The brand donates a percentage of profits to a non-profit that serves underprivileged children in the Dominican Republic too!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Black radiance products 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I would like to see Beauty Bakerie. I have an eyeshadow palette from them, the quality is excellent and I would love to buy more!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I would love to see Mented Cosmetics and Melanin Hair Care. Thanks 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I really would like to see Mane Krush, RX Naturals, and LaGrace Hair Products. The reason why I selected these companies it's because they are smaller black owned businesses that specifically cater to customers and clients who has coconut oil oil allergy. I selected these companies because they do cater to customers who have this particular allergy and have products in their lines that are not coconut oil based hair care products. If possible consider this because more more individuals are developing a sensitivity to coconut oil and are having difficulty in finding products that cater to that need.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I would like to see Coloured Raine.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Spoiler
 

I would like to see AJ Crimson Beauty, Juvia’s Place, Beauty Bakerie, Marena Beaute, Ace Beaute, Mented Cosmetics, Black Girl Sunscreen, 54 Thrones, Triple O Polish, The Crayon Case Cosmetics, Range Beauty, Uoma Beauty, Black Opal, Melanin Hair Care, Taliah Waajid, and Prime Beauty.

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

We neeeeeeeed Suva Beauty !!!! Their cake liners are fire and its a Canadian brand as well!

and Beauty Bakerie!! 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

As a Canadian, I immediately had to search up SUVA Beauty.

 

The founder is Shaina Azad, and she is Muslim. I came across a 2018 video on her twitter (@  ShainaAzad (remove the space)) titled "GROWING UP WITH IMMIGRANT PARENTS (suva beauty saffron)" and she talked about being "super Indian" (at 8:11 in the video).

Her instagram bio says she is Indo-Fijian (the Wikipedia page says "Indian Fijians or Indo-Fijians are Fijian citizens of fully or partially South Asian descent, including descendants who trace their heritage from various regions of the Indian subcontinent"). 

 

Otherwise, SUVA Beauty is international (US, Canada, Europe, Morphe stores) and used in TV shows like HBO's Euphoria (I only heard about this show because its makeup looks went viral). As it is in Morphe, a makeup retailer that is a competitor to Sephora, I was wondering if Sephora's chances of taking on the brand will be affected by Suva beauty being in Morphe stores

 

Edit: I believe she was talking about her parents immigrating from Fiji to Canada. So she's probably mixed (Indo-Fijian). Don't know if there are any Pacific Islander-owned brands in Sephora so she could be a first there too. Suva beauty also participated in the Pull Up or Shut Up challenge back in 2020 (this is from Facebook, also probably can find on Instagram).  Screen Shot 2021-04-27 at 1.47.38 PM.png

 

 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I'm sure SUVA Beauty is a great brand. But you even mentioned yourself that she is Indo-Fijian, not a Black woman. If you are familiar with any actual Black-owned brands that you'd like to suggest, I'd love to hear them. 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Correcting you. Please continue your Google search on the ancestry of Fiji. Happy reading. 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I have exams at the moment and to be quite honest I'm not purchasing any of her makeup now (and I'm not into neon/bright makeup that most of her products are) so I'm unlikely to do a further Google search into Fiji ancestry anytime soon. I will edit my post, I believe she was talking about her parents immigrating to Canada. I got confused as the video just started off with people talking about their generational differences and with no introduction. I'll take your word for it though.

 

Anyways as I said before Suva beauty is successful and in Morphe stores internationally (US, Canada, Europe). As Morphe is a competitor to Sephora (although not at the same level as ULTA or Target), I'm curious as to if a brand being available in Morphe/ULTA/Target/makeup retailer that's a competitor to Sephora affects Sephora's chances of taking on the brand.

 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Uoma Beauty, The Lip Bar,  Beauty Bakerie, Mented Cosmetics, and Coloured Raine. 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I would like to see Mented? Beauty Bakerie, Kreyol Essence, and Girl+Hair 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Juvia’s Place! Their products are INSANE and their range is really really good!!

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

Lys beauty !!! 
restock the foundation please it’s perfect! 
LYS Beauty Triple Fix Serum Foundation LG3 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

I would love to see “Oyin Handmade” make it to Sephora. They have GREAT natural hair and skincare products for a reasonable price. 

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

The Lip Bar,  Beauty Bakerie, Mented Cosmetics, Coloured Raine,  Black Girl Sunscreen, Uoma Beauty, Pattern Beauty, TPH by Taraji, Ace Beaute

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 4/20]

The Lip Bar 

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

It’s time to celebrate another new Black-owned brand that we’ve welcomed to the Sephora shelves (and our Loves List!), and this one is a Sephora exclusive that we know @Nahnom, @Tamara76, @danielledanielle, and @MlleCC are excited about!

 

We’re thrilled to introduce our first Clean Black-owned makeup brand to Sephora – LYS Beauty. Founded by Tisha Thompson, LYS Beauty features clean ingredients and skin-loving formulas in universally-flattering shades for all complexions. And it gets even better! Aside from enriching your skin (and inspiring your confidence), these products are also kind to your wallet (each product is under $30!), and they’re all cruelty-free and 100% vegan.

 

Learn more about LYS Beauty in our latest brand spotlight on our Black-Owned-Beauty Guide, and stay tuned for more updates on our newest brands at Sephora: https://www.sephora.com/beauty/black-owned-beauty-brands