Beauty’s Turning Point: How Sephora Responded to the 2020 Call for Change

2020 was a tumultuous year dominated by the global COVID-19 pandemic, which caused widespread lockdowns, millions of deaths, and the rapid development of vaccines. Major events included the Black Lives Matter movement following George Floyd’s murder, the U.S. election of Joe Biden, the death of Kobe Bryant, and severe natural disasters like the Australian bushfires.  However there was a positive shift in the Beauty Industry.

Forbes reported “As the world responds to the deaths of George Floyd, Breonna Taylor, and countless other Black men and women whose lives were cut short, brands big and small have taken to social media to share their support for the black community and in many cases, to announce donations to organizations fighting racial injustice.”

Suddenly, Black Owned Beauty brands were becoming prominent fixtures on the shelves and websites by beauty powerhouses like Sephora (owned by LVMH) and Ulta. Target cleared shelves and aisles to feature Black Beauty brands. End caps so “proudly” displayed Black founded beauty products. More importantly, loud conversations demanding accountability foe the industry’s lack of representation of people of color and especially of Black people. Leading that charge was the late Sharon Chuter.

Sephora is one of the brands that started embracing Black Beauty Brands to a higher degree. They reached  out to me to share those brands. This is the first installment of Black founded skincare brands.

BLACK SKIN CARE BRANDS AT SEPHORA

54 THRONES

54 Thrones is a luxury, Black-owned skincare brand founded in 2016 by Christina Funke Tegbe that celebrates African beauty through clean, plant-based ingredients ethically sourced from across the continent’s 54 nations. Famous for its rich shea butter, the brand uses a “trade not aid” model to support African artisans, offering products like Beauty Butters and Barrier Repair Cloud Cream that were featured on Oprah’s Favorite Things.

 Our 54 THRONES Picks

54 Thrones AFRICAN Beauty Butter- Intensive Dry Skin Treatment

54 THRONES Cloud Barrier Repair Body Cream $36 SCENTS: Vanilla Honey, Rose Hibiscus & Egyptian Lavender Black Owned Beauty

54 THRONES African Beauty Butter Collection Deluxe Tin $80

CAY SKIN by Winnie Harlow

Determined to find a solution for herself and others, Winnie Harlow created CAY Skin, a first of its kind brand that blends skincare with SPF for EVERYONE under the sun. Drawing from Jamaican remedies, her passion for skincare, and advanced SPF filters, CAY Skin offers products that hydrate, protect, and give you the confidence to show some skin.

Our CAY SKIN by Winnie Harlow Picks

CAY SKIN Isle Lip Balm SPF 30 $16

CAY SKIN Isle Invisible Sunstick SPF 35

CAY SKIN Isle Invisible Sunstick SPF 35 $24

HYPER! SKIN CARE

Skincare solutions developed for all skin types and skin tones through the unique lens of skin of color. Hyper-targeting skincare concerns that the skincare industry has historically overlooked. Starting with HYPERPIGMENTATION. The formulas are hyper-balanced- they are gentle enough for deeper skin tones (and sensitive skin types) yet strong enough to deliver the promised results.

 Our Picks From HYPER SKIN

Hyper Even Brightening Clearing Vitamin C Serum $54

Hyper Even Fade And Glow AHA Mask $48

Hyper Mini Even Brightening Clearing Vitamin C Serum $36

EADEM

REDEFINING BEAUTY THROUGH SCIENCE AND INCLUSIVITY.

We create clinically-proven skincare that works for everyone, with formulations designed from scratch to deliver exceptional results across all skin types and tones. Our advanced technology represents a new approach to beauty—one where understanding diverse skin leads to breakthrough products that perform without compromise.

Our Picks From EADEM

EADEM Le Chouchou Exfoliating + Softening Peptide Lip Balm $24

EADEM Cashmere Peel Gentle AHA + PHA Exfoliating Toner $42

EADEM Cloud Cushion Airy Brightening Moisturizer $48