“What is beauty without Black beauty? Its influence is universal. There’d be no cut creases or beat faces without these legendary icons.”
That’s how Sephora’s “Black Beauty is Beauty” spot begins, and it’s a sign of how the beauty retailer is trying to incorporate more diversity into its marketing at large. The short film, released earlier this month, highlights the influence of Black culture on beauty, and it prefaces the launch of Sephora’s first ad campaign highlighting Black-owned brands, which is set to launch this fall.
According to Priya Venkatesh, senior vice president of merchandising for skincare and hair at Sephora, the fall campaign will focus on “the excellence and quality” of the products from its Black-owned brands, as well as showcasing their stories. The beauty retailer has recently added brands like Sunday II Sunday (which just launched into physical retail for the first time at Ulta) and Danessa Myricks Beauty, among others.Retail Dive