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.

[KiAiLove]

Before I see Black owned beauty brands, because your focus of protecting your image comes first I’d like to ensure instead that the cause comes first with concrete actions that lead to progress and equity. I’d first like to see 1) restitution to thoseracially profiled in the past and future at Sephora stores; 2) agenerous reflection of Black and Native executives at Sephora, and third 3) a percentage of wholly Black owned and controlled beauty companies, minimally reflective of the worlds populations by ratio of Black and Native peoples, with an accompanyingfocus on Sephora initiating an economic program to support new Black andNative entrepreneurs in the beauty space. White people make up less than 12 percent of the worlds population. This does not account for the disproportionate profits made off of these groups and only adjusts for the population ratio accordingly. Your change in the offering of the $100 reward does notbenefit Black communities disproportionate reflection in poverty though being inversely larger consumers in the beauty space, but now not getting an economic access and benefit for their loyalty, in partstructurally imposed since the penalties for appearance fall far greater on Black folks. The new $10 off reward appears to be half the value of the $100 reward. The change in value shows PR at hand rather than ethics and reward for loyalty to your brand.

[Anonymous]

I second this. I had to work my butt off nearly 4 years to get promoted to lead while Caucasian ladies who outrightly did nothing but complain get promoted in a matter of months. It was traumatic and hurtful, and by the time I got that position I was mentally and physically drained from having to prove myself. But these white executives and managers didn’t care to understand. Out of the district there was only ONE Africa-Canadian store director out of nearly TEN. There’s nothing worse than working for white people in a beauty industry catered to white people who don’t support you. I would work and have little white boys come into the store BLACKFACING at my studio. But because I was so worried about losing my position and worried about my numbers, I stood by and watched them offend me, my coloured staff and clients. So if Sephora really wants to make a change I say they need to start with themselves (executives and management). I still have friends to this day struggling to speak up to their leaders and it just isn’t fair,

[ZakiyaBT]

I would like to see Black Girl Sunscreen, Unsun and Buttah skin. Buttah is a unisex skincare line which is awesome and the creator went to my alma mater, Clark Atlanta University! 

[kat1kat]

I’ve heard of the brand Epara skincare being pretty good, as well as Coloured Raine.

[ElleElleG]

I have some in mind @SephoraBIC  BUT I’m curious. There have been reports about Sephora’s requirements (particularly the cost to have items shelves/sold via Sephora), some of which may make it difficult for smaller Black owner brands to grace the shelves of Sephora for a substantial amount of time.  Are these requirements/standards being evaluated and applied on a brand by brand basis or are they set?

[danielledanielle]

@ElleElleG and @SephoraBIC , I had similar-ish thoughts, more along the line of availability.  Like, would some markets only have it available online because there aren't many retail stores?  Or would these brands be online only?  And is that better?  Would the slightly larger ones be available on both?

Could they also have brand days, like days where reps are in the store?  Having a pledge is a great first step, but what's the plan to keep these brands and not have them just show up for a few months and then d/c in the sale section.

[Ashurina]

Juvias place, beautie baekerie (sp?) and coloured raine

[kikyochan]

Coloured Rain, they have beautiful eyeshadow palettes!

[VWalk]

Qhemet Biologics, Juvia’s Place, Mented Cosmetics, Mielle Organics

[Anonymous]

TPH by Taraji, Girl + Hair, the lip bar, curls

[abrimorning]

Juvia’s Place, Coloured Raine Cosmetics, and Undefined Beauty.

[RAKC]

Mielle Organics or Alikay Naturals... Maybe Design Essential

[LCResz]

Coloured Raine and Beauty Bakerie! 

[KrystalAshley]

Curl Junkie carries awesome CLEAN curl-friendly hair products. Would be great for them to be more readily available, especially brick and mortar, since Ricky’s is no longer around.

[moniqueyn]

Spoiler

Black owned businesses 

Beauty Bakerie, Fancy’s Hair Innovations, Pattern Beauty, Juvia’s place, Sacha Cosmetics, and The Crayon Case

[ChelleBelle4]

The Lip Bar, Ouma Beauty, Juvia's place 🖤 omg yaaaas sephora❤

[DivineKnight]

UOMA and Coloured Rain!!

[sephoraaddict918]

Mented Cosmetics

[jayleevdc]

beauty bakerie!

[aberacdabra]

Juvia’s Place!!

[AmyLynn8120]

Pholk is an amazing brand. I would strongly recommend it. They hold to a high standard on what is put into thier skin care products. Definitely a clean product. They carry some unique and interesting ingredients from around the world.  The products are good for ata wide variety of skin types. The founder and owner's back story is very inspiring as well. There is more about it on the website but I will include a little paragraph bellow from the site and a few pictures.

"As an academic turned beauty activist, Niambi infuses Pholk with her love and knowledge of the African Diaspora’s healing and herbalist traditions. Her calling is to welcome women of color into the natural skincare space by thinking about both lifestyle and skin needs, and crafting a brand narrative that celebrates women of color as innovators of culture."