13 Black-owned beauty brands at Nordstrom, Sephora and Ulta right now

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News flash: There are not enough Black-owned beauty brands sold at mainstream retailers. Even if we don’t have hard numbers, we see it every day while walking into beauty stores. There are a limited number of options from Black-owned businesses on shelves.

Since the rise of widespread protests condemning the systematic and historical police killings of Black Americans, social media has been shining a light on Black-owned retailers to support and champion. And while some major brands have pledged financial support to the Black Lives Matter movement and posted black squares on Instagram, many customers are demanding longer-term commitments.

Recently, Aurora James, founder of the luxury fashion brand Brother Vellies, took to Instagram and suggested that major retailers start devoting 15 percent of their shelf space to Black-owned products — and customers have watched to see who will summon the call. The ask is now known as the 15 Percent Pledge.



“Black people in the U.S. make up nearly 15 percent of the population. So, we are calling on major retailers to commit a minimum of 15 percent of their shelf to Black-owned businesses,” the 15 Percent Pledge website reads.

A few weeks ago, Sephora was the first major retailer to heed the call, although it has not been as quick of a process for other major retailers.

To keep the conversation going, here are 13 Black-owned beauty brands that are already found at some of our most shopped-at beauty retailers: Sephora, Ulta and Nordstrom. Shop them now and support a Black-owned beauty brand:

1. Briogeo

Credit: Nordstrom

Shop Briogeo at Nordstrom here.

2. Pat McGrath Labs

Shop Pat McGrath Labs at Sephora here.

3. Fenty Beauty

Shop Fenty Beauty at Sephora here.

4. Beauty Bakerie

Shop Beauty Bakerie at Ulta here.

5. Juvia’s Place

Credit: Ulta

Shop Juvia’s Place at Ulta here.

6. Adwoa Beauty

Credit: Sephora

Shop Adwoa Beauty at Sephora here.

7. Golde

Shop Golde at Sephora here.

8. Uoma Beauty

Credit: Ulta

Shop Uoma Beauty at Ulta here.

9. Pattern

Credit: Ulta

Shop Pattern Beauty at Ulta here.

10. Shani Darden Skin Care

Credit: Sephora

Shop Shani Darden Skin Care at Sephora here.

11. Kreyòl Essence

Credit: Ulta

Shop Kreyól Essence at Ulta here.

12. Mixed Chicks

Credit: Ulta

Shop Mixed Chick at Ulta here.

13. KNC Beauty

Credit: KNC Beauty

Shop KNC Beauty at Sephora here.

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