How hashtags have played a crucial role in Black women’s activism online

Sharon Chuter, the founder and creative director of UOMA beauty believed it was important for brands to acknowledge the role they play in enabling racial inequality. She created the hashtag and asked brands to “pull up” — a term popularised from Rihanna

— by sharing the number of Black people they employ on a corporate level within 72 hours of her posting the message and asked consumers to stop purchasing from them until they shared them.Women of colour with disabilities are always left out of the conversation about diversity Beauty brands such as Sephora revealed 6% of their leadership team was Black, while Revlon stands at just 5%, 8% of L’Oréal’s leadership team is Black and Glossier revealed they had zero Black executives currently. The hashtag has since expanded to include companies outside of the beauty industry.

Whilst the style of activism has changed and evolved, the role Black women play hasn’t, and they continue to be on the frontline, whether in person, online or both to lead the fight for the equality our community rightly deserves. In a world that doesn’t always feel welcoming and safe for us, social media platforms enable us to come together on a global scale to share our struggles, support one another and the use of hashtags enable us to validate our experiences.

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