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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]

Right once again... 54 Thrones is added to Sephora 54 Thrones African Beauty Butter Mini Gift Set 

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

Yes, Bloom Effect Cosmetics! A black owned business that aim to bring brightness to the world! The motto is to live, grow and glow while you are here! Bloom where you are planted! Bloom Effect Cosmetics has everything that a cosmetic line need to be on shelves. Its another way to be influential and spread positivity! Bloom Effect Cosmetics has professional products that is waterproof and lasting! The products looks so well on the skin! Made for newbies, pro's, glam looks, light beats and natural looks! You can find Bloom Effect Cosmetics on Facebook, Instagram, Twitter and the website at ---

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

Is this the same company as Bloomeffects, @BloomEffectCosm? I haven’t tried the Tulip Dew yet and would love any tips/hints!

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

Has anyone else tried Dr. Gio Cosmetics? They're a new black-owned k-beauty brand that's recently launched with cushions exclusively in darker shades. I saw a good review on youtube and decided to try because I love k-beauty products and brand's concept, and so far I'm really impressed by the formula. I think if Sephora started to carry them, they could quickly expand their shade and product range.

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

Mielle Organics provides the best hair care and health for my natural coils

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

Mielle Organics, Melanin Hair care, and Camille Rose 

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

Juvia’s Place, The Lip Bar, and Mented Cosmetics

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

#JuviasPlace is amazing! If you want a full coverage foundation or concealer, you'll be impressed. 

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

Love this commitment 💕💕💕

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

 

Urban Skin RX

Blk Girl Sunscreen 

Juvia's Place 

The Lip Bar

Camille Rose Hair Products

The Mane Choice

 

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

I love all of those brands 

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

@BBtheQueen Hi, Urban Skin RX was founded by a white/Caucasian woman, Rachel Roff. The brand does have Black/African-American executives including the medical director and one of the board members is the founder of Lip Bar. Despite it not being a Black-owned brand, it is still nice that the % of Black executives is above the average % seen in cosmetic industries. 

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

Black Girl Sunscreen would be a great addition!

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

I agree💕

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

@SephoraBIC , would you also add an announcement/background about Grace Eleyae?  I really love that brand's line and was thrilled to see it here.  @WinglessOne and @Loretta55 are fans as well!  I hope you get additional offerings from them.

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

Naked Chemistry Skincare

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

Mented Cosmetics 

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

I love Mented Cosmetics 

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

Juvia’s place 

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

I would like to see the Ghanaian skincare brand Nokware.

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

I would like to see “Playing in Makeup By Yolondo” at Sephora 

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