Sephora is the first major retailer to answer a fashion designer's call for 15% of store shelves to sell products from Black-owned businesses

Jessica Snouwaert

June 11, 2020 4:59 PM

Sephora has committed to the 15% Pledge that asks companies to purchase 15% of its products from Black-owned businesses.

The entrance to Sephora at The Shoppes at Marina Bay Sands

The beauty retailer took the pledge after fashion designer Aurora James called on major companies to make lasting economic changes to support Black communities.
Sephora was the only major company to respond to the pledge among other large retailers such as Target, Walmart, and Whole Foods.
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Retailers were quiet for nearly two weeks after fashion designer Aurora James called on major outlets including Walmart, Target, and Whole Foods to buy 15% of their products from Black-owned businesses until Sephora broke the silence.

As reported by Yahoo Life , the beauty company answered James' Instagram post calling for change with one of their own announcing their commitment to the three-part "15% Pledge."

"We recognize how important it is to represent Black businesses and communities, and we must do better," the post read . "So, we're starting now."

James' call first asks businesses to take account of how much space they dedicate to Black-owned businesses and products, as well as Black representation in leadership positions, and then to publicly take accountability for the gaps. Finally, the pledge asks companies to work to ensure Black-owned companies make up 15% of their shelf space.

The 15% Pledge is an ongoing commitment for retailers. While Sephora is the only major retailer to do so as of yet, other small businesses have joined to pledge.

In the wake of ongoing protests across the US sparked after the police killing of George Floyd, major companies have started to take other steps to support racial justice .

"This is only the start," Sephora wrote. "We know we have more work to do, and we encourage other businesses to take the pledge and help drive change for Black businesses and communities."

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