The long-standing issue of racial discrimination has resurfaced with the “Black Lives Matter” movement, as protests continue around the world. Major brands have been posting black squares on social media and releasing statements in support of the Black Lives Matter movement. However, this has led many to question whether these brands can do more than just speak out, and take concrete actions to help combat racial discrimination. Sephora’s US branch has announced a new initiative, earning applause from supporters of the movement.
Sephora’s US division recently announced its response to the “15% Pledge,” reserving 15% of retail space for Black-owned brands, making it the first brand to publicly join the “15% Pledge” movement. The “15% Pledge” movement was initiated by African American female designer and founder of accessory brand Brother Vellies, Aurora James, with the aim of urging major retailers to take concrete actions instead of just making statements, actively working to eliminate racial discrimination. The 15% proportion was chosen because Black people make up 15% of the population in the United States.
Currently, out of the 290 brands on Sephora, only 7 are owned by Black individuals, including Rihanna’s personal brand Fenty Beauty and Pat McGrath Lab, showing a significant disparity in representation. Sephora’s Executive Vice President Artemis Patrick stated that the “15% Pledge” initiative is not just about increasing products from Black-owned brands on shelves, but about creating a long-term plan to diversify the supply chain, establish a sales platform where Black voices can be heard.
Looking back on history, last year Sephora was also embroiled in a racial discrimination controversy. R&B singer SZA publicly criticized the discrimination she faced from store staff, prompting the brand to immediately announce the closure of all US stores for a day to conduct diversity training for employees. The swift response quickly cooled public opinion, and now they have promptly responded to the “15% Pledge,” demonstrating a determination to eliminate racial discrimination that is truly worth other retailers emulating.
圖片來源： @sephora , Pinterest
