'We represent 15% of the population and we need to represent 15% of your shelf space,' said AuroraJames of her 15% Pledge. Sephora agreed.
—advocates are committed to seeing change within the corporate construct of major retailers. Aurora James, CEO and founder of Brother Vellies, took to Instagram on Monday to call out the inequality amongst major retailers and offer them the opportunity to create change with what James calls the 15% Pledge—a pledge to dedicate 15 percent of brands' shelf space to Black-owned brands., James called out the power of the Black dollar.
Major retailers like Target, Sephora, Shopbop and Whole Foods were listed in James' callout and encouraged to make the far-overdue change. Sephora was the first major retailer to step up to the plate to accept and commit to all three stages of the 15% Pledge. This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.
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Sephora Is the First Brand to Join Aurora James's 15 Percent PledgeSephora becomes the first retailer to join Aurora James' 15 Percent Pledge, which demands retailers devote 15 percent of their shelf space to Black-owned businesses.
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