Frequent Sephora shoppers have probably noticed its near-daily refresh of newer, more diverse brands. In 2020, Sephora adopted the 15 Percent Pledge policy to serve the dire need for representation in beauty, business, and the intersection of both industries. Under this initiative, the retailer promises to dedicate 15 percent of its shelf space to Black-owned brands — and so far, it’s made progress in the right direction.
As part of the initiative, Sephora relaunched its Accelerate Program to exclusively focus on businesses owned by women of color. Since its relaunch three years ago, quite a few brands that participated in the program have become internet favorites — Hyper Skin, 54 Thrones, and Eadem are just the tip of the iceberg — and nabbed shelf space in Sephora stores across the globe and online, creating more essential space for brands owned by underrepresented groups while bringing the retailer closer to its goal.
Since Sephora’s official announcement in 2020, it’s taken steps to increase its initial seven-brand portfolio of Black-owned businesses to 24. Though that number isn’t 15 percent of the overall 314 brands Sephora offers, it’s certainly a significant increase. Each and every one of these brands bring something refreshing to your vanity, whether it’s a high-strength retinol serum from Shani Darden Skin Care, an indulgent hair mask by Briogeo, or a dewy skin tint à la Fenty Beauty.
There’s more work to be done, but Sephora’s taking a step in the right direction through its diversity efforts. These moves set a higher standard for other retailers to follow while allowing consumers to be able to shop Black-owned brands at one of the biggest beauty shops on the planet.
Now, keep reading to learn more about every Black-owned beauty brand on Sephora’s roster so far.
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