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08/26/2021

Sephora celebrates Black beauty with Black-owned brands campaign

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture
several items are sitting on a table

Sephora is recognizing and celebrating the contribution of Black culture and Black innovators in the beauty space, with not one, but several initiatives.

The beauty retailer announced the launch of its first-ever. Black-owned brands campaign, which not only spotlights those who have left their mark in the industry but also will highlight an array of products for all consumers.

This initiative comes on the heels of the company’s newest short, “Black Beauty is Beauty,” a statement film that highlights Black-owned brands and their founders, including Pattern by Tracee Ellis Ross, Briogeo, Adwoa Beauty, Bread Beauty Supply, Fenty Beauty, Forvr Mood, Pat McGrath Labs, Lys Beauty, Danessa Myricks Beauty and Fashion Fair.

[Related Content: Sephora signs on to 15% Pledge]

“Many of the tools, techniques, iconic looks and trends in beauty exist because of the Black community, driven by Black beauty needs and innovation,” Priya Venkatesh, senior vice president of merchandising at Sephora said. “However, these contributions have historically been underrecognized or for most, unknown. At Sephora, we want to help move the conversation forward, bringing awareness and education surrounding the impact of Black beauty in our daily lives. This campaign spotlights our Black-owned brands, championing the excellence and efficacy of their innovative products, for all Sephora beauty shoppers. Through this campaign, we aim to make beauty a more welcoming, supportive, and collaborative space, for all.”

In addition, Sephora also shared new ways in which it will support its ongoing DEI& commitments, this includes:

  • Favorites Kit, which will debut a first-ever Sephora Black-Owned Brands Kit, with proceeds going to the 15 Percent Pledge. Brands that will be participating include Adwoa Beauty, Bread Beauty Supply, Briogeo, Fenty Beauty, Fenty Skin, Pat McGrath Labs and Shani Darden Skin Care;
  • Accelerate 2022, which has begun accepting applications, and looks to help create a foundation, network and ecosystem for brands to launch and thrive in. The program will continue to focus on BIPOC-founded and owned brands; and
  • Color IQ, the foundation matching service in stores has undergone a revamp that will feature new AI technology that aims to provide the best experience for all clients in order to help them find their best foundation match.

[Related Content: Sephora’s Sephoria makes comeback with digital format]

Lastly, Sephora also shared that it will be working with R/GA on a month-long project to rewrite the internet’s memory on how Black Beauty shows up in search. With this campaign, the retailer looks to create improved education and access to content on Black Beauty as a whole, the company said.

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