Sephora signs on to 15% Pledge

6/12/2020

Sephora is pledging to give 15% of its shelf space to Black-owned businesses.

The beauty retailer is one of the first companies to join the pledge, which was started by Aurora James, the founder of the Brooklyn-based fashion brand, Brother Veillies.

In an Instagram post, James called on several major retailers to give 15% of their shelf space to Black-owned businesses, which also reflects the number of Black people in the United States.

“Black-Owned Businesses are the heart and soul of our communities and they are closing right before our eyes at a rapid pace. They are the most vulnerable and have received the least amount of economic support,” James said via Instagram.

View this post on Instagram

Black-Owned Businesses are the heart and soul of our communities and they are closing right before our eyes at a rapid pace. They are the most vulnerable and have received the least amount of economic support. All while businesses like @wholefoods @target @walmart thrive. Economic Equality means enacting real change. Taking the @15percentpledge is ONE thing retailers can do to help • . I am calling on businesses of all sorts and consumers to look at this economic pledge in 3 parts: . 1) Auditing and taking stock of where you are at. Look at your existing shelves, hangers, boardrooms and receipts. How many Black-Owned businesses are you buying? How many Black Women are in your C-Suite? Do that work. . 2) Take ownership of where you’re at - ideally publicly. Maybe only 2% of your staff is black, 1% of your content, whatever it is just own it. Accept it. Take accountability. . 3) Commit to growth. What is your strategy to get to a minimum of 15% and how do you plan to be held accountable? . I am not saying this is easy. I’m saying this is necessary. #15percentpledge . Graphic by @monachalabi @15percentpledge

A post shared by Aurora James 🦢 (@aurorajames) on Jun 2, 2020 at 4:20pm PDT

Sephora decided to step up to the occasion and has pledged to give 15% of its shelf space to these businesses.

“We are committed to doing this the right way and ensuring that we successfully meet and exceed this Pledge, keeping in mind long-term sustainable progress. As we shared on social, beyond the steps we have outlined we have more work to do before we can set a date for when we aim to meet this goal. However, the work has already started,” the company said via its website.

Currently, the retailer offers seven Black-owned brands, including Fenty Beauty, Pat McGrath Labs, Briogeo, Adowa Beauty, Golde, KNC Beauty and Shani Darden Skin Care.

“We are proud to commit to the 15% Pledge, but we are still in the early planning phases of this work. We have more to do before we can set a date for when we aim to meet this goal, but, as we move forward, we will be transparent with our community about our findings and our plans,” the retailer said.

In addition, Sephora carries 36 POC-owned prestige brands, the company said.

“A little over a week ago, we called on four of the biggest retailers in America to commit to the #15PercentPledge. We are thrilled to announce that, of the four businesses we named, @Sephora is the first to take the Pledge. With unparalleled influence and power, not only in the beauty industry but in retail at large, Sephora is making a historic contribution to the fight against systemic racism and discrimination by taking this Pledge. We commend their early leadership and look forward to working with them on their accountability and commitment as we join together in the mission to put billions back into the Black community,” James said via an Instagram post.

View this post on Instagram

A little over a week ago, we called on four of the biggest retailers in America to commit to the #15PercentPledge. We are thrilled to announce that, of the four businesses we named, @Sephora is the first to take the Pledge. With unparalleled influence and power, not only in the beauty industry but in retail at large, Sephora is making a historic contribution to the fight against systemic racism and discrimination by taking this Pledge. We commend their early leadership and look forward to working with them on their accountability and commitment as we join together in the mission to put billions back into the Black community. . . . #blacklivesmatter #buyblack #supportblackbusiness graphic: @benrabb

A post shared by 15 Percent Pledge (@15percentpledge) on Jun 10, 2020 at 10:01am PDT

No word yet if any other major retailers will be joining the pledge.

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