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

06.19.20_We're taking the 15% Pledge.png

 

[[UPDATE 4/20: We're back with another exciting brand spotlight: LYS Beauty! 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]

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

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.