THE WHAT? Sephora is joining the 15 percent pledge and dedicating 15 percent of its shelf space to Black-owned companies. The LVMH-owned retailer has committed to all three stages of the Aurora James’ initiative, namely Take Stock, Take Ownership and Take Action.
THE DETAILS Sephora currently stocks some 36 POC-owned brands and nine black-owned brands, including Pat McGrath, Fenty Beauty, Biogeo, Adwoa Beauty, GOLDE, KNC Beauty and Shani Darden Skin Care. However, with 291 brands total, the perfumery chain admitted it ‘can and will be doing more’.
No date has been set for meeting the goal as yet, but the retailer said it would be transparent about its progress. Sephora has also committed to shift its 2021 Accelerate program focus specifically to Black owners and founders as part of the pledge.
THE WHY? Following the death of George Floyd and ensuing protests, the #blacklivesmatter movement has gained considerable traction and several beauty businesses have come under fire for institutional racism.