How the beauty industry is stepping up and contributing to the Black Lives Matter movement
The death of George Floyd, an African-American man at the hands of Minneapolis officer, Derek Chauvin incited an outcry fueled by rage against police brutality and racism. Nationwide protests stemmed from the unfortunate death of Floyd and galvanized into a movement demanding equality for the black community an end to systemic racism. People swarmed the streets to protest against the injustice done to Floyd not just in America, but across the world. The chants 'Justice for Floyd' and 'Black Lives Matter' were heard all over, from London to Tokyo.
The Black Lives Matter (BLM) movement that accompanied the George Floyd protests has brought to light the centuries worth of discrimination that the black community has endured. It also demanded justice for every other brethren of the African-American community that lost their lives at the hands of police brutality. Thousands of people worldwide have been doing their part to raise awareness and support the cause by signing petitions and/or contributing financially. Now, beauty brands and retailers are standing in solidarity with the BLM movement and drawing special focus to black talents and creators. At least 60 brands have made donations or taken actions to support the movement, as consumer demand for the industry to make more efforts for inclusive brands increases.
Several campaigns have urged retailers to diversify their staff and include people of color, while also corroborating that their activism is more than just a PR stunt or them jumping on a trend bandwagon. However, with the industry's notoriety in beauty standards and past industry dynamics, it is now placed at a unique vantage point. They have a responsibility towards their customers and to ensure that it is upheld, they will have to start from the inside and work their way through inclusivity, condemning racism and establishing a solid footing between mainstream beauty standards and equality. Beauty retailers are being urged to display and sell more black-owned lines and also disclose the number of black employees in their workforce.
Black-owned beauty brands have not been granted the access that they deserve and have been underrepresented at major retailers worldwide, the only exception being if it were a celebrity's creation. The issues of disproportion in the beauty industry have come to focus in the recent weeks following protests against racism. Sephora took to its social media handle to announce that it was signing onto the 15 Percent Pledge, a campaign started by Aurora James, founder and creative director of Brother Vellies. It works towards urging beauty retailers to dedicate 15 percent of its shelf space to black-owned labels. If this pledge were adopted by more beauty retailers across the industry, then there could be a significant increase in the black-owned labels lining store shelves. Some analysts have revealed that the gradual shift towards e-commerce could see a spike in sales for the black-owned brands. In time, their dependence on retailers like Sephora and Ulta for their products to reach customers can decline whilst their online presence booms.
Glossier announced on May 31 that it would donate "$500,000 across organizations focused on combating racial justice: Black Lives Matter, The NAACP Legal Defence, and Education Fund, The Equal Justice Initiative, The Marsha P Johnson Institute and We The Protestors". Additionally, the brand said it was setting aside "$500,000 in the form of grants to Black-owned beauty businesses." The brand also has an exclusive #BLM tag Instagram Story Highlight with resources on how to be part of the change. Cosmetics giant, Estée Lauder shared a memo on June 8, highlighting extensive plans to change its operations and foster an inclusive environment by hiring more black employees. "At Estée Lauder, we are united against racism, hatred, and violence. We value inclusion, respect, love, justice, and equality for all", the brand said in an Instagram post. The company assured that it will source more products from black-owned businesses and expand its shed range and formulas to suit people of color. After 100 staffers pressured the brand to address race-related issues as the BLM movement sweeps the nation, the brand also pledged to donate $10 million over three years to the NAACP.
British beauty brand Charlotte Tilbury said it was standing with BLM cause in an Instagram post that confirmed it's donations to ACLU, Black Lives Matter and NAACP. "BLACK LIVES MATTER. WE STAND WITH YOU," the company wrote. "Charlotte Tilbury Beauty stands against racism, against inequality and against hatred." Urban Decay used its platform to render its support to the BLM movement in an Instagram post that read "Silence is not an option. Speak up," whilst also providing resources on how to get involved with the movement. "To all our black colleagues, friends, and community—we stand with you," read the post. It went on to cite its donations to Black Lives Matter and the Minnesota Freedom Fund, a community non-profit that pays bail for low-income incarcerated individuals facing inhuman conditions and can't afford to pay for their release. The American criminal justice system disproportionately affected black people. NYX followed suit in an Instagram post that said that simply said 'It's not okay'. The brand told its two million Instagram followers, "..and we’re not okay. We stand with our black community and are proud that @nyxcosmetics will be donating to the @mnfreedomfund and @blklivesmatter."
Drugstore brand Maybelline New York also took to its Instagram page to announce that it would help the cause in a minimalistic post featuring a heart accented in various skin colors. "At Maybelline we believe in inclusivity, equality and justice for all. Because of this, we will be donating to @naacp.Together we can make change happen," read the caption. The Conscious Kid, an educational organization that aims to reduce bias and promote 'positive identity development in youth' announced on June 3, that the beauty brand Clarins had donated "$50,000 to support our rent relief fund for Black families, our anti-racist children's book fund, and our work providing anti-racist education to families and educators." Paris-based Clarins has made it clear through their donation and support that they stand against racism, and in solidarity with the black community in the US and beyond. "Racism and injustice have no place here", read skincare brand, Clinique's Instagram post. "Your Clinique family stands with the black community. We condemn and do not tolerate racism, violence, and hatred. We know that just stating our support isn’t enough—we need to take action", the caption read.
Tata Harper, the well-renowned natural skincare brand showed its support for the BLM movement by posting a blank picture on its Instagram feed on #BlackoutTuesday and captioning it with the names of the five organizations working against racial injustice that it has donated to. "It’s also time to listen, to learn, and to take action," the post read. Tata Harper has donated to the following charities: The Equal Justice Initiative, The Emergency Release Fund, NAACP, Black Lives Matter, and Color Of Change. "What affects one impacts everyone, whether directly or indirectly, and we stand alongside those fighting against injustice and racial discrimination. At Pixi, we believe in equality for all." said cult skincare and beauty brand, Pixi. "We hear you, we see you and we support you." The brand announced on June 2 that it is donating to Color of Change. "We believe in positive change and encourage you to join us in listening, learning, and actively working towards a better world. Everyone has a responsibility to stand up, be heard, and be the change, it cannot come soon enough."