About a year ago, Sephora became the first major retailer to accept the 15-percent pledge, dedicating more shelf space to black-owned businesses. The brand also pledged to make the Sephora experience more inclusive for both team members and clients. In an effort to stick to its new plan, Sephora created a strategy, known as the Sephora D&I Heart Journey, which was supported by 11 internal D&I task forces to ensure that racial bias was eliminated throughout the entirety of the company. Fast forward to today, Sephora is still putting effort towards its plan, and there’s major update on its progress.
In a recent report, Sephora announced that its assortment of black-owned brands will double since last year by the end of 2021, and it has achieved the 15-percent benchmark in prestige hair care.
“As of July, our expanded offering includes adwoa beauty, BREAD BEAUTY SUPPLY, Briogeo, Danessa Myricks Beauty, FENTY BEAUTY by Rihanna, FENTY SKIN, FORVR Mood, Grace Eleyae, KNC Beauty, LYS Beauty, PAT McGRATH LABS, ROSE Ingleton MD, Shani Darden Skin Care, Sunday II Sunday, Topicals and Qhemet Biologics,” says the report. “This fall, we will launch several new Black-owned brands including but not limited to Fashion Fair and Hyper Skin.”
The brand also announced that it has adapted the 2021 Sephora Accelerate program, which focuses on cultivating BIPOC-owned brands within stores. “We also created a ‘Cultural Allyship for BIPOC Shoppers’ training leveraging key findings of the Sephora Racial Bias in Retail Study and Catalyst’s report “Allyship and Curiosity Drive Inclusion for People of Color at Work,” writes the report. “This training was delivered to all store directors in July and will be cascaded to all Beauty Advisors.”
“We continue to cultivate one of the industry’s most diverse influencer groups through Sephora Squad with the largest group yet this year of 73 members. This year, 79 percent of members identify as people of color (compared to 51 percent in 2020) and the number of BIPOC members has increased by 61 percent since its inception in 2019. Additionally, 22 percent of the 2021 Sephora Squad are Spanish speaking, which has increased from 8 to 16 members since 2019.”
Click here to read more about Sephora’s latest inclusivity strides.