Beauty retail giant Sephora launched a new ad campaign Wednesday (August 4) dedicated to celebrating Black beauty.
The “Black Beauty is Beauty” digital and TV campaign includes a 60-second clip featuring some of the places where Black beauty thrives: hair salons, drag show dressing rooms, and between Black mothers and daughters.
According to Glossy, the campaign will run until November 1 and highlight products, trends, brands, and tools the retailer sells to help create, enhance, and bring out Black beauty, including Bread hair care, and Topicals Skin Care.
“When [society] was going through a racial reckoning [in 2020], there was a huge search increase in Black-owned brands and efforts to support Black-owned restaurants or stores, but that has dropped off,” Abigail Jacobs, Sephora’s senior vice president of integrated marketing told the outlet.
“At Sephora, we do not want that trend to go down. This [campaign is part of ] a long-term commitment to shift the way that we do business, and create a space for Black-owned brands and for diverse customers within the beauty industry.”
Last year, Sephora was one of several major retailers to join the 15 Percent Pledge, a commitment to have at least 15% of their shelves filled with Black-owned products.
Since then, the retailer has doubled the number of Black-owned brands it carries to 16 and is set to achieve the 15% goal in hair care by the end of this year. Overall, the store carries roughly 5% of Black-owned brands out of a total of 312 brands.
“We are focused on developing, growing and launching the best brands of the future. It’s about building a pipeline for these brands to be successful in the beauty space,” Jacobs said.
For even more Black-owned brands for your everyday life, check out our list for Black Business Month.