Sharon Chuter Photo-Illustration: by The Cut; Photo: Getty Images Last summer, during unprecedented global lockdowns sparked by the COVID-19 pandemic, internet usage surged as communities grappled with a surreal new reality. It seemed like everyone was waiting for the proverbial other shoe to drop and then 17-year-old Darnella Frazier posted a video to Facebook.
For the record, it should be noted that the Black community holds significant buying power in the beauty industry. In a 2018 study conducted by Nielsen, Black consumers spent “considerably more money” on beauty in contrast to their white counterparts, making up nearly 23 percent of the fragrance market, 19 percent of the skin-care market, and a whopping 86 percent of what Nielsen referred to as “ethnic” hair and beauty aids.
In addition to releasing diversity statistics, Sephora became the first company to sign Aurora James’s 15 Percent Pledge. Additionally, in January of this year, the retailer announced extensive policy changes. It plans to double the number of Black-owned brands in stores, reduce police-officer and security-guard presence, and enact new customer-greeting protocols to ensure that all consumers are treated equally.
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