Black beauty is a pivotal aspect of creativity that has often been overlooked and cast inside by leading beauty retailers, conglomerates within the beauty industry for centuries. Black women and women of color have had to endure the same fight of searching high and low for beauty brands that represent their needs and, most importantly, actually seeing beauty brand entrepreneurs that look like them. Sephora understands this and is taking an action-oriented approach for changing the narrative of how we view beauty within their first-ever Black-owned campaign launching this Fall.
"We think it's vital that we celebrate the contributions that Black culture and Black innovators have given to the beauty industry. Many of the trends that we all participate in today, including glitter nails, acrylics, and many other things, have roots in black culture and innovation. This isn't fully recognized, and this is where Sephora can help. We must give credit where credit is due," said Deborah Yeh, Chief Marketing Officer for Sephora.
Sephora's fall campaign spotlights Black-owned brands that are constantly evolving the beauty industry. Influencers and beauty founders were proudly featured in the initiative including Aurora James (Founder and Creative Director of Brother Vellies), Desiree Verdejo (Founder and CEO of Hyper Skin), Celessa Baker (Vice President of Brand Marketing, Makeup, and Hair, Sephora), just to name a few.
Sephora's A Conversation on Black Beauty touched on the vital importance of diversity and representation the beauty industry needs. Although we've come a long way from where the industry once was as it pertains to diversity inclusion, we still have a long way to go.
"Culture has always influenced brands, especially beauty brands," Verdejo stated. "I think what I realized when I created Hyper Skin is that beauty is a space where we should expect to see ourselves."
Verdejo added in commentary, "I felt that there was a part of culture missing within the industry, and as a Black and Hispanic woman, I felt like I wasn't seeing myself. As a person that suffered from many skin issues such as hyperpigmentation and acne, I felt like I should be seeing more brands take a stance on these issues for Black women and women of color."
Sephora will debut a Black-Owned Brands Favorites Kit next month, including products from Adowa Beauty, Bread Beauty Supply, Briogeo, Fenty Beauty, Fenty Skin, Pat McGrath Labs, and Shani Darden Skin Care. All proceeds will go to the 15 % pledge, an organization set to create sustainable solutions in powering and supporting Black-owned businesses.
Intending to further highlight and support the Black community, Sephora has opened other initiatives and programs. Such as a 2022 BIPOC founded and owned brands, Sephora Color IQ Foundation Matching for clients and 10 K skin tone matches, and a personalized search experience on Google that promotes Black beauty and internet algorithms.
With a heightened need to celebrate and represent the Black community and people of color, Sephora's ongoing initiatives are only a few new developments set in place to help change the conversation on how we view black beauty. And how we can continue to support the movement for long-lasting change.