ENTREPRENEURSHIP
What Beauty Retailers Say About The Pledge To Dedicate 15% Of Shelf Space To Black-Owned Brands
On May 29, Aurora James, the designer behind Brooklyn-based accessories label Brother Vellies, called upon retailers to dedicate 15% of their shelf space to Black-owned brands. “Female founders and Black people who are the founders of their own businesses end up contributing to their own communities as well,” she told Vanity Fair.
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Alice Mroczkowski·June 17, 2020·1 min read
The 30-second read
On May 29, Aurora James, the designer behind Brooklyn-based accessories label Brother Vellies, called upon retailers to dedicate 15% of their shelf space to Black-owned brands. “Female founders and Black people who are the founders of their own businesses end up contributing to their own communities as well,” she told Vanity Fair. “So this isn’t just about Black business owners. This is about Black people in Black communities as a whole.”
Some companies such as facial specialist Heyday, fashion rental service Rent the Runway and beauty specialty chain Sephora have signed on. Others such as Whole Foods, Target, Ulta Beauty, Kroger and Shopbop haven’t. For this edition of our series posing questions relevant to indie beauty, we asked scores of retailers: Will you commit to the 15% Pledge, and what do you think of the idea? A dozen responded. Here’s what they said.
The players
5 mentionedBrand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
Retailer
Ulta Beauty
Retailer
Target
Retailer
Whole Foods
Retailer
Ulta Beauty
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