Sephora was the first major retailer to sign up to the 15 Percent Pledge in 2020, committing to carrying 15% more Black-owned brands. As part of its overall equity journey, Sephora also made a larger commitment to push for diversity off the shelves, and teamed up with R/GA to launch the “Black Beauty is Beauty” campaign nationwide. The consumer campaign shines a light on the significance of Black beauty expertise on culture from the people, products, tools, and trends that have shaped modern beauty today.
A key element of the campaign, the “Black Beauty is Beauty” statement film, highlights the Black people, cultures, and communities behind many of our beauty rituals. The 60-second spot was directed by Oscar-nominated filmmaker and artist, Garrett Bradley, and uses a collage style to show the trends, products and tools in the mainstream, then juxtaposes them with Black beauty culture. It’s a first-of-its- kind to put this stake in the ground and say, “we recognize what Black beauty is, we celebrate it, and we support it with our 15 Percent Pledge commitment and amplification of Black-owned brands.”
For a closer look at progress to date across marketing, merchandising, hiring, training, operations and the in-store experience, please reference Sephora’s Diversity, Equity and Inclusion Progress Report.