‘We can do better’: Sephora pledges 15% of shelf space to black-owned brands

By Becky Bargh 15-Jun-2020

The 15% pledge, spearheaded by fashion designer Aurora James, calls on major US retailers to dedicate shelf space to black founders in support of the Black Lives Matter movement

‘We can do better’: Sephora pledges 15% of shelf space to black-owned brands

Beauty retailer Sephora has joined the 15% pledge and will dedicate shelf space to black-owned brands.

Set up by fashion designer Aurora James, the petition is calling for major retailers in the US to commit a percentage of their shelf space to brands owned by black people.

According to the website, black people in the US make up nearly 15% of the population.

“We are proud to commit to the 15% pledge, but we are still in the early planning phases of this work,” the retailer wrote in a press statement.

“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 also said this is only the beginning of its plans to do better when representing black-owned brands.

The pledge has been launched following the recent Black Lives Matter movement, following the death of George Floyd on 25 May, allegedly by police officers.

His death sparked mass protests and demonstrations across the world, and has seen many beauty brands show their support for the movement.

Glossier, Sana Jardin, Deciem and Sunday Riley all voiced their support for the #BlackLivesMatter cause via their social media channels.

Meanwhile, It Cosmetics, Urban Decay, Living Proof and Ren are just a few of the brands to have made monetary donations to non-profit organisations.

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Following on from its pledge, Sephora has said it will shift its Accelerate program, which is dedicated to building up a community of female founders in beauty, to focus specifically on black owners and founders from next year.