As diverse as the beauty industry seems to be nominal value, marginalized entrepreneurs and employees Have always had to fight for a place at the table. This reality becomes even clearer during the first weeks of the new presidential administration, during which Trump introduced an executive order to clear federal departments for diversity, capital and inclusion programs.
Since then, companies in mass have been embedded to roll back or completely eliminate their DEI initiatives, including brands such as WalmartThe Amazonand CASE. January 24, days after orderingThe Target announced that it ended its three-year dei goals and its racist stock measures and change initiatives, while Amazon and Walmart called their own efforts. These dealers are not just worth a mass Bipoc-owned brands as the lip bar, Fenty BeautyAnd Black Girl Sunscreen, but they also have employees with all the different backgrounds, from black and Latina people to those in LGBTQIA+ community. Since it has already been established that a focus on more diverse consumers is good for the company, it is disappointing to see companies make traits that directly harm the companies that earn them – especially as a black woman.
It’s not all bad news. In the midst of the anti-dei conversation, there are some brands that are stuck on the commitment to equality. Elf Cosmetics, for example, is one of only two listed companies with a board of 78 percent women and 44 percent color. The brand recently doubled on its inclusive “So many cocks” campaign It emphasized the gender difference. “There is nothing wrong with being Richard, Rick or Dick, but we wanted to shine a light on” Let’s give other people a chance “because we have seen the benefits in our own business,” said CEO Tarang Amin in a press release.
Other brands that LUSH has expressed solidarity with dei initiatives, even temporarily rename their thermal waves, Sakura and American Cream Bath bombs to DiversityThe Justiceand Inclusive. But when they give these brands their flowers, it is important to understand that their positions on Dei should be the industry standard, not a rarity.
Although it is gratifying to see support, minority owners, workers and creators regularly look for these words for life – and without expiry date. This means that you spend your money where your mouth is, with different models, including the marketing of social media, extensive shadow areas and a lasting commitment to hire (and promote) all breeds and backgrounds in corporate beauty positions.
I’m a black woman in beauty, and I think brands should do more – and I’m not just talking about creating “extended” shade. (Fenty Beauty has been there, done it, and you really shouldn’t expect anything less from a black founder.) Companies should reinforce my society, not just through a statement or social media. How about campaigns containing more than a black model that is a size two and lightweight? Or black brands placed on each shelf rather than just one section for Black History Month or Juneteenth? I want to see the different women in my family and Vänga groups shop for products that actually work for them, not the ones they are content with because there are no other options. I want to be able to go into a goal beauty section or Sephora and finally see myself completely represented, not condescending. After all, according to Mckinsey Institute for Black Economic MobilityBlack women are responsible for 11.1 percent of total beauty expenses, so the representation is too long.
Although the reality of brands that are handed over to the call for less diversity has left many (I myself included) to feel brave, it is not exactly surprising. With the racist bills in 2020 that requires more support for black -owned companies took many retailers Fifteen percent pledging – a commitment to devote 15 Percent of the shelf space for black companies. But companies only took this attitude to calm the social media they got during that time, which means only one thing: being diverse was not a goal from the beginning.
The founder of the lip rod, Melissa Butlerthat has gathered great success by having Target as a stockist sharing their thoughts on Instagram In response to the latest news. “I always thought the 2020 commitments were a Farce, everything forced is a Farce,” she said. She also emphasized that many of the brands launched as a result of these promises did not perform well, and it is a well -equipped fact that money is a driving force in America. While countless promises have been made to support smaller companies, if companies do not see any significant profit, they will make contact, and it is a pity that many minority -owned companies pay the price. (We have reached the target for comments and will update this story when we hear back.)
The point is: Diversity, justice and inclusion should not be a trend. Beauty is universal, and all skin colors, races and backgrounds should be prioritized and valued. Although the new administration runs it, companies should evaluate their practice and not just commit but take material measures. Achieving dei in beauty is not about quota fulfillment; It is about creating a safe environment where everyone can sunbathe in their beauty without feeling forgotten or tokenized – and it should not be removed, especially in the hands of a Richard, Rick or Dick.
Naomi Parris is a New York-based fashion and beauty writer with over seven years of experience. She served as an editorial operational assistant on PS, specializing in all things. Her work has also seen in Elle, Essence Girls United, Bustle and Elite Daily. Obsessed by telling stories that merge fashion and culture, her areas of expertise include fashion week coverage, daily news, high -profile interviews, shopping sets and beauty stories.
