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Sephora is known for its pretty stellar Beauty Insider rewards program, which allows you to trade earned points for free sample products. However, the beauty mega-giant just made the program even better in the name of racial justice and equality.
Sephora’s announcement comes on the heels of Black Lives Matter protests around the country, after the deaths of George Floyd, Ahmaud Arbery, Breonna Taylor and several other Black people after run-ins with police. The decision to donate to a Black queer organization also comes during Pride month, when LGBTQ people celebrate community and reflect on struggle.
So how does it work? Well, Sephora customers have the choice to donate 500, 1,000 or 1,500 points through the “Rewards Bazaar,” which equates to $10, $20 and $30, respectively. Notably, you don’t need to make a purchase to cash in your points for donation.
In a statement released to Insider, a Sephora rep said, “We believe unequivocally that Black Lives Matter and we are committed to using our platforms and resources to stand against racism and injustice, to amplify Black voices, and celebrate the beauty and diversity of Black lives.”
The representative additionally said Sephora has donated more than $1 million to support Black non-profits like National CARES Mentoring Movement, the Center for Urban Families, the NAACP, the National Black Justice Coalition, and the National Black Coalition on Black Civic Participation Black Women’s Roundtable.
“This is not the beginning of our work and will not be the end,” the rep added.
There are, however, some considerations to take before donating. Slate Magazine points out that the new donation trade allows Sephora a tax write-off on all donations, not individual customers. Some activists, according to the news outlet, argue that giving this way is not the most direct way to donate.
For instance, Sephora allows customers to trade in 500 points for $10 off their purchase. Some activists argue doing this instead, then donating $10 directly to a nonprofit. They say this is a better way to donate, allowing the individual to get the tax write-off and avoid a big business mediator.
Just one year ago, Sephora came under fire after singer SZA reported she was racially profiled in one of the retailer’s California locations. Soon after, Sephora required all employees to attend inclusivity training and launched the We Belong To Something Beautiful inclusion campaign, which the brand said was in the works before the incident.
Although you don’t need to make a purchase to cash in your points, this is Sephora, after all. You’re bound to shop when you visit the site to donate, especially if you’re a beauty enthusiast.
So, while you peruse Sephora’s countless brands, be sure to check out these six Black-owned brands sold at the retailer.
1. Adwoa Beauty
A post shared by adwoa beauty® (@adwoabeauty) on Feb 5, 2020 at 5:35am PST
Our L.O.C. Method Collection for High Porosity Hair delivers 48 hour moistureto the driest, high porosity hair! Have you tried our Moisture Collections yet? Click link in bio to learn more! #highporosityhaircare #plantbasedhaircare #drynaturalhair #highporositynaturalhaircare #highporositynaturalhair #amlaandoliveheavycream #cocoatreedetanglingghee #castorandmoringasofteningserum #amlaforhair #castoroilforhair #castoroilfornaturalhair #moringaoilforhair #cocoabutterforhair #oliveoilfornaturalhair #4chaircare #4chairproductsthatwork #4chairmoisturizer #4chairdetangler #ayurvedichaircare #naturalhairproductsthatwork #naturalhairisdopehair
A post shared by Qhemet Biologics (@qhemetbiologics) on Dec 29, 2019 at 2:19pm PST
3. KNC Beauty
A post shared by KNC BEAUTY® (@kncbeauty) on Jul 14, 2019 at 8:48pm PDT
How to restore strength + hydration to dry & damaged hair in three steps Step 1: Once per week (or every other week depending on dryness/ damage level) apply our #DontDespairRepair deep conditioning mask and leave in hair for 5-10 minutes before rinsing Step 2: After masking, apply a few drops of our #DontDespairRepair strengthening treatment oil, focusing on mid-length to ends, to seal down the hair cuticles that have been damaged by treatments like coloring, heat styling, over-washing or chemical straightening Step 3: Enjoy the results! That's it! #Briogeo
A post shared by Briogeo Hair Care (@briogeo) on May 23, 2020 at 11:01am PDT
DIVINE ROSE Mother presents her next generation of haute-house fleurs where brilliantly blendable pigments meet futuristic finishes in the *NEW* Mothership VIII: Divine Rose II Eyeshadow Palette. Shop Mothership VIII: Divine Rose II in the LIMITED EDITION metallic pink and the full DIVINE ROSE COLLECTION on MAY 29, 2020 — Sign up for VIP Early Access NOW at PATMcGRATH.COM
A post shared by Pat McGrath (@patmcgrathreal) on May 27, 2020 at 8:51am PDT
6. Fenty Beauty
We still keepin it #FENTYFACEFRESH in da house! Easily rock that no-makeup makeup look with #PROFILTRHYDRATINGFOUNDATION for a hydrated, skin-like base Add Cheeks Out Cream Blushes and Bronzers to wake your skin up with some buildable, sheer fresh color Find these essentials at fentybeauty.com, @bootsuk @sephora and @harveynichols (check your local retailers for availability)
A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty) on May 19, 2020 at 7:29pm PDT
If you found this story helpful, you might like to check out how to support the Black Lives Matter movement and protestors.
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