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Published
Jun 12, 2020
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Sephora joins '15 Percent Pledge', commits to supporting more Black-owned businesses

Published
Jun 12, 2020

Beauty retailer Sephora will dedicate 15% of its shelf space to Black-owned companies, as part of its commitment to the '15 Percent Pledge'. 


Instagram @sephora


The 15 Percent Pledge, created by Brother Vellies founder and Creative Director, Aurora James, aims to get more brands and retailers to support Black-owned brands and designers. By making the commitment, Sephora became the first brand to take on James' pledge. 

"So many of your businesses are built on Black spending power," James said in an Instagram post.

"So many of your stores are set up in Black communities. So many of your sponsored posts are seen on Black feeds. This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space."

In her post, James called on Sephora as well as companies like Whole Foods, Target, Walmart, Net-A-Porter and Saks to take up the campaign. 

As part of the new commitment, Sephora will take stock of its current percentage of shelf space and contracts dedicated to Black-owned businesses, address blind spots and disparities, and publish and execute its plan for growing the share of Black businesses Sephora works with to at least 15%. 

To kick things off, Sephora said via Instagram that it will "provide connections to and support from funders and the venture capitalist community" and "help launch and develop Black-owned businesses with support for long-term success."

In addition, the company said it will use 'Accelerate', its internal incubation program dedicated to cultivating female founders, to focus on supporting women of color. 

Other companies that have committed to the 15 Percent Pledge include Matchesfashion; Rent the Runway; beauty retailer Violet Grey; bridal brand Loho Bride; We Wore What and Heyday Skincare; among others. 

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