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Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 8/24]

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[[UPDATE 8/24: It's here! Just arrived at Sephora.com: PATTERN by Tracee Ellis Ross! 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 7/22]

@glowup_Academy

Glitters Pigments eyeshadow & palettes

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 7/22]

Ooh, please start carrying Richbraid braiding hair !

 

Also, please bring back Juvia's place

Re: Which Black-owned beauty and wellness brands do you want to see at Sephora? [Updated 7/22]

Sephora is so excited to spotlight FORVR MOOD, the latest brand feature on our Black-Owned Beauty Guide. Shout-out to Jackie Aina fans on this thread @IraA  and @alwaysalady8!

 

Jackie Aina, Nigerian-born former US Army veteran turned beauty mogul, created FORVR MOOD candles and fragrances based on her own acquired aesthetic she honed after years of creating content showcasing beauty and self-care products. With FORVR MOOD, she seeks to create a luxury self-care brand for black women first and believes you deserve to be spoiled and pampered daily!

 

Learn more about FORVR MOOD 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 7/22]

Wait a minute now Jackie Aina was a US Army Veteran?!

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

  • Vaughn jacobs skin
  • Buttah skin
  • Christopher Marie haircare
  • Kanti
  • Kaike 
  • mary louise cosmetics 
  • Epara skin care
  • Karite skincare 
  • Bolden skincare
  • baddie b lashes 

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

definitely black girl sunscreen!!

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

The Lip Bar

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

Black Girl Sunscreen (including the kids version), The Lip Bar, Juvia's Place, Grace Eleyae hair protection products, Hairbrella, Pear Nova, Kaeess Nail Polish, Klarity Cosmetics, Uoma Beauty.

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

JUVIA’S PLACE!!

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

Can you guys please get the line by Juvia’s

place?! The color pallets pop so much, they have so many different foundation/match stick shades. It’s truly an underrated brand that EVERYONE would love. 

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

Me being a mixed girl, there is not any particular brand that I am looking for so much as wanting to just see products that work for me and my hair or skin tone. It seems harder to find products that work well with my hair especially! As far as make-up goes, I've been told the selection is huge, but only if you know what you are doing!

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

Black Girl Sunscreen 

Pattern Beauty

Eleven by Venus

Unsun

 

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

Would love to see Pattern at Sephora 

Brands I love are Fenty, Juvia

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

Juvia’s Place, The Lip Bar, Mielle Organics, Beauty Bakerie

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

All of my favorite lines 

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

Boafo Beauty Cosmetics is a great brand with an amazing mission! Check out the site @ 

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

Lipbar + UrbanSkinRX

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

@supadope UrbanSkinRX is not Black owned. It was founded by Rachel Roff, a white woman, and has Black/African-American executives (2 of the Board of Directors (one is the founder of The Lip Bar) and founding medical director). I think it's great that the percentage of Black executives at UrbanSkinRX is above the average percentage of Black/African-American executives in the cosmetics industry.

 

Hope this helped. 

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

Ashleyjoycosmetics.. it’s a high quality sister duo brand at an affordable price. The family legacy is Beauty from the inside, out and all around as they also have complimentary Beauty room accessories and furnishings.

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

Beauty Bakerie

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

Black Radiance and Imani