Sephora has made a groundbreaking announcement, confirming that it will be allocating 15% of its shelf space to black-owned beauty brands, marking the first major retailer in the United States to take this significant step. This decision comes in response to designer Aurora James’ urging of brands, including Sephora, Target, and Whole Foods, to commit to the “15 percent pledge,” which involves dedicating 15% of their stock to products from black-owned businesses.
This move is a response to the ‘Black Lives Matter’ demonstrations following the tragic death of George Floyd. In a press release, Artemis Patrick, EVP and chief merchandising officer of Sephora, expressed the brand’s commitment to driving meaningful and long-term change for both Sephora and the industry as a whole.
Sephora’s decision to join the 15% pledge received positive reinforcement from James on her Instagram Stories, with the acknowledgment that this is just the beginning.
The brand shared their dedication to this cause on Instagram, affirming their recognition of the importance of representing black businesses and communities and their commitment to doing better in the future.