7 Black-Owned Beauty Brands to Shop at Sephora

Sephora became the first brand to join the 15 Percent Pledge. The initiative, created by Brother Vellies designer Aurora James, asks major retailers to pledge at least 15% of their shelf space to black-owned businesses. “So many of your businesses are built on Black spending power. 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,” James wrote in the post that launched the pledge.

“We recognize how important it is to represent Black businesses and communities, and we must do better. So, we’re starting now,” Sephora wrote in an Instagram post, announcing their participation. This is hopefully only the beginning of real change to come within Sephora, and other major brands like it.

If you’re looking for what brands to support even before the 15% pledge kicks into full gear, here are 7 Black-owned beauty brands you can shop on Sephora to continue to support the Black community.

Fenty Beauty by Rihanna

Rihanna was inspired to create Fenty Beauty after years of experimenting with the best-of-the-best in beauty—and still seeing a void in the industry for products that performed across all skin types and tones. She launched a makeup line “so that people everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.

Shop at Sephora

Pat McGrath Labs

“This is the golden age of makeup. PAT McGRATH LABS is my Golden Revolution. The entire planet is just as cosmetics obsessed as I’ve always been. Makeup is a movement. Makeup is mesmerizing. Makeup is major. Mantra-esque, three words have repeated over and over in my mind ever since I was young. Obsession. Inspiration. Addiction. Those words became my guiding principles, my manifesto as I brought this brand to life . I wanted to capture, in a quartet of exquisite palettes, 50 legendary lipsticks, a divine dozen eyeliners and five fetish-worthy lip pencils, The Power of Transformation, The Power of Beauty;  The Power of Makeup.” – Pat McGrath, CEO & Founder of PAT McGRATH LABS

Shop at Sephora

Briogeo Hair Care

After an early-twenties move to New York City forced Nancy to trade out her homemade essentials for the store-bought variety, she quickly realized that the natural hair care on the market simply did not live up to its performance claims. Armed with a tiny East Village studio apartment, her grandmother’s coveted beauty recipes and a rockstar natural chemist team, Nancy Twine founded Briogeo Hair Care.

Shop at Sephora

Adwoa Beauty

“Adwoa beauty is a modern, non toxic, gender neutral beauty brand catering to multi-cultural hair textures. buying hair products is a choice, not a command. we empathize with your experience in using tons of products that failed to deliver the results. we’ve created a highly effective collection of products with ingredients that are concentrated, working with nature and science to bring you immediate results. we are committed to being transparent with our ingredients.”

Shop at Sephora

GOLDE

“Our products are daily essentials for inner and outer radiance, because beauty and balance start from within. Golde was founded by Trinity Mouzon in 2016 with the vision of making self-care more inclusive, engaging, and fun. Our products are infused with single-origin turmeric, a potent super-herb recognized for its beautifying, healing, and mood-boosting properties.”

Shop at Sephora

KNC Beauty

“Whether it’s with an eye mask, a lip mask, or a lip scrub, we’re all about keeping you naturally cute and effortlessly fresh. We think you’re dope just the way you are, but we’re here to give you that little bit of extra. Chill with us for 15-20 minutes, and we’ll put stars in your eyes and kisses on your lips.”

Shop at Sephora

Shani Darden Skin Care

Considered the secret behind Hollywood’s most flawless faces, expert esthetician Shani Darden sets herself apart with her results-oriented approach to skin care. Her passion for simple, yet effective solutions has earned her clients’ trust and respect in a town where beauty, health, and wellness standards are high.

Shop at Sephora

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