.Sephora has become the first big beauty retailer to confirm their participation in 'The 15 Percent Pledge.'
brought Fenty Beauty to the shelves at Sephora, it was a turning point in terms of the retailer's ability to offer an inclusive range of products for all people., which has been a cult favorite for the past few years, and grown to be worth an estimated billion dollars.
But knowing these two internationally recognized beauty brands that are owned by Black women and make products for people with darker skin tones are sold at Sephora still hasn't been enough in terms of diversifying the products available for purchase. So, the retailer will carry more than just Fenty and Pat McGrath—Sephora will pledge to give 15 percent of their shelf space to products from Black-owned brands at each store.
As it stands now, Pat McGrath and Fenty Beauty are two of the nine Black-owned brands sold at Sephora—out of a whopping 290 brands total. That means black-owned beauty brands make up only three percent of products sold at the retailer.The idea behind the pledge is simple—if Black people make up roughly 15 percent of the population, then 15 percent of the shelf space at big retailers should be occupied by Black-owned brands to reflect that reality.
"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," the initiative stated on
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Sephora Takes ’15 Percent Pledge’ To Carry More Black-Owned BrandsCurrently, only nine out of the 290 brands Sephora carries are Black-owned.
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Sephora Agrees to Dedicate 15 Percent of Its Shelf Space to Black-Owned BrandsSephora has signed a pledge to dedicate 15 percent of its shelf space to black-owned brands, the New York Times reports. The “15 Percent Pledge,” as the initiative has been titled, was started by creative director and Brother Vellies founder Aurora James, who in May reached out to a handful of brands because black people “represent 15% of the population... we need to represent 15% of your shelf space.” Rent the Runway has also agreed to the pledge.
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Why the 15 Percent Pledge Is So Important.AuroraJames, founder of the Brooklyn-based label BrotherVellies, started the 15% Pledge campaign, urging small & major retailers to dedicate at least 15% of their shelf space to Black-owned businesses. Read up on it now:
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Sephora is the First Major Retailer to Take Canadian Designer Aurora James' 15 Per Cent Pledge'This commitment is about more than the prestige products on our shelves, it starts with a long-term plan diversifying our supply chain and building a system that creates a better platform for Black-owned brands to grow.'
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Why the 15 Percent Pledge Is So ImportantThe initiative, started by Aurora James, urges retailers and brands to dedicate 15 percent of shelf space to Black-owned businesses. Sephora signed today.
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Sephora Takes 15 Percent Pledge, Will Dedicate More Shelf Space to Black-Owned Beauty Businesses“This commitment is about more than the prestige products on our shelves, it starts with a long-term plan diversifying our supply chain and building a system that creates a better platform fo…
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