Sephora

Stores & Services
Find a Sephora

Happening at Sephora

View all

Services

From makeovers to personalized skincare consultations

Free Classes

Get inspired, play with products & learn new skills

cancel
Showing results for 
Search instead for 
Did you mean: 
Post in Deeper Shades
|

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

06.19.20_We're taking the 15% Pledge.png

 

[[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 8/24]

Nice, another reason to not need to shop elsewhere for products. Go #sephora ! Thanks for the update @SephoraBIC 

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

It’s nice to see Sephora pushing for diversity in beauty brands. I’m shopping pattern right now!!! Thank you!!! 

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

YEESSSSSSSSSS

 

🎉🎉🎉🎉🎉🥳

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

I noticed it an hour ago, while @Mochapj (and probably others) have already noticed that Pattern Beauty is available at SephoraCA https://www.sephora.com/ca/en/brand/pattern-beauty-by-tracee-ellis-ross PATTERN by Tracee Ellis Ross Mini Hydration Shampoo 3 oz/ 88.7 mL . The products are not live yet, but I'm excited to try them!

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

Ceylonskincare

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

I would love to see The Crayon Case and Kaleidoscope 

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

Hello all,

I just took a look at Sephora's diversity & inclusion report published almost a month ago (late July 2021, https://www.sephoranewsroom.com/press-releases/sephora-diversity-equity-amp-inclusion-progress-repor... ) .

 

The report mentions 2 of the "several" Black-owned brands that Sephora will launch this fall (fall 2021): Fashion Fair & Hyper Skin.

There is also the 2021 Sephora Accelerate program [https://sephoraaccelerate.com/ ] designed to "cultivating and launching BIPOC-owned brands at Sephora. This year’s program included 54 Thrones, EADEM, Glory, Hyper Skin, Imania Beauty, Kulfi Beauty, ries" [Bolded = Black-Owned brands. Topicals was mentioned as part of 2021 Accelerate program too]. So hopefully, these brands will also be soon launched at Sephora!

 

That aside, the report talked about how 12% of brands offered by Sephora are Black-owned. However, I believe this number includes brands that are offered only online (i.e. LYS Beauty), brands offered in the US only (i.e. Grace Eleyae), and Rihanna's Fenty brand divided into Fenty skin and Fenty beauty. If my belief is true, then one could argue that this is a classic puffing numbers up technique done in various marketing campaigns across various companies, but I find this technique/marketing strategy/whatever it is called disingenuous regardless of where it is done. The report then talked about what Sephora has done and is planning to do in terms of diversity and inclusion within Sephora. 

 

Can't wait for Fashion Fair, Hyper Skin (and hopefully the brands in 2021 Accelerate program) to be a part of Sephora! 

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

So Fashion Fair and now Hyper Skin are now available at Sephora! Guess I was right... Interesting to see if the other brands in the Sephora Accelerate program will also be made available at Sephora.

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 ---

20210702_183555.jpg

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!

1 Reply