Sephora Dedicates 15 Percent of Shelf Space to Black-Owned Businesses
With demands for racial equality and systemic overhaul in the US, Sephora's US division announced that it was dedicating 15 percent of its shelf space to black-owned businesses, according to Forbes.
The 15 Percent Pledge challenge was created by Aurora James urging major retailers to commit more than just words to the black community. James is a creative director in Brooklyn and created the campaign online. She came up with the idea on May 29, a few days after George Floyd was murdered. James posted a photo on Instagram urging Target, Sephora, Whole Foods, and Shopbop to put $15.5 billion into the black community by committing to the campaign.
Artemis Patrick, the chief merchandising officer of Sephora, said “diversifying our supply chain and building a system that creates a better platform for Black-owned brands to grow while ensuring Black voices help shape our industry.”
James chose 15 percent because she said 15 percent of the U.S. population is black. However, data from the US Census Bureau states the population is 13.4 percent black.