Sephora has signed a pledge to dedicate 15 percent of its shelf space to black-owned brands, the New York Times reports. The “15 Percent Pledge,” as the initiative has been titled, was started by creative director and Brother Vellies founder Aurora James, who in May reached out to a handful of brands because black people “represent 15% of the population... we need to represent 15% of your shelf space.” Rent the Runway has also agreed to the pledge.
James also reached out to bigger brands, like Whole Foods, Target, Walmart, Home Depot, and Saks Fifth Avenue, who’ve yet to respond. That’s disappointing, but in another way, so is Sephora and Rent the Runway’s long overdue commitment. James reached out to those brands on May 31, which means both brands agreed to the 15 percent pledge in less than two weeks—Rent the Runway even agreed to allocate an additional $1 million to support black designers.
I struggle to applaud Sephora or Rent the Runway—they are simply doing now what they should have been doing for years. F
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