THE WHAT? Pull Up for Change Founder Sharon Chuter has launched a new campaign, named Make it Black, which aims to ‘shake up the beauty landscape’ by redefining what it means to be Black and raise money for emerging Black founders.
THE DETAILS The campaign has partnered with beauty brands Briogeo, Colourpop, Dragun Beauty, Flower Beauty, Maybelline, Morphe, NYX Professional Makeup, PUR and UOMA Beauty, who will repackage some of their iconic products in black during February, Black History month.
The items will be sold via Ulta Beauty and the Make It Black and select brand websites thoughout the month, with Milk Agency and Milk studios acting as the creative partners for the campaign.
According to a press release, “100% of the gross profits from the limited-edition iconic black products will be contributed to the new, not-for-profit PULL UP FOR CHANGE Impact Fund, which will deploy capital to black-owned businesses and will be allocated as grants to emerging black founders.”
The campaign has also launched a petition to enforce Oxford English Dictionary and Merriam Webster Dictionary to update their definitions of the word Black.
THE WHY? The campaign follows Chuter’s launch of Pull Up For Change as a direct result of the Black Lives Matter movement last year.
The new campaign calls for history to be “re-written by reclaiming the word black and making consumers understand that black is nothing but beautiful.”
Speaking of its involvement, Ulta Beauty President Dave Kimbell said, “We are thrilled to build upon our partnership with Sharon and support Pull Up For Change as the exclusive retailer of Make it BLACK. This campaign brings incredible beauty brands together to amplify and celebrate Black voices, which we are incredibly committed to at Ulta Beauty. We are proud to offer our guests a curated, limited-edition assortment that can spark a powerful dialogue, help shift perceptions, and very importantly, accelerate future beauty leaders’ on their journeys.”