Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 1/6/23]

[SephoraBIC]

[[UPDATE 1/6/23: Please join us in welcoming a another new-to-Sephora Black-Owned Brand, Ami Colé! Founder Diarrha N’Diaye sought to fill a gap in the makeup space by creating complexion products suited for melanin-rich skin. Created with this in mind, Ami Colé products celebrate deeper skin tones and are good for your skin with nourishing ingredients that are Clean at Sephora. Shout out to @NatashaTendai, @Nenepink, @meghan504, @TamaraJMorris, @JleeWins, @ZooLife, @YANZTHEFIRST, @tjm1992, and @Kiatch, who had all mentioned the brand previously in this thread! Learn more about the brand and browse the products on 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.inside-sephora.com/en/usa/diversity-equity-inclusion]]

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.

[LAM78]

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

[NaturallyRee]

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.

[tasha1973]

I would like to see Coloured Raine.

[tasha1973]

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.

[Aufaniae]

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

and Beauty Bakerie!! 

[Nahnom]

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. 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).  

[ilovelucid]

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. 

[divaindenial]

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

[Nahnom]

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 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.

[Coates1]

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

[mmartin920]

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

[Vee2819]

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

[Jennyfarkle]

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

[Lulu24871]

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

[caramel173]

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

[AJames328]

The Lip Bar 

[SephoraBIC]

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

[danielledanielle]

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

[Tamara76]

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

[naturalhabitat]

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

[star464]

Would looove Black Girl Sunscreen in Canada