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Exclusive: Sephora to Add More Black-owned Brands

Updated: Jul 25

The retailer will reach the 15 percent benchmark in prestige hair care by yearend.


Photo by Getty Images for Sephora

Sephora is rethinking its approach to merchandising as it continues to expand its Black-owned beauty offerings.


An advanced copy of a progress report on Sephora’s diversity, equity and inclusion efforts, shared exclusively with WWD, states that the retailer expects to reach the 15 percent benchmark in prestige hair care by yearend.


Sephora remains on track to double its Black-owned beauty offerings by the end of 2021. It recently added eight brands founded by women of color to its matrix, as well as Forvr Mood, the lifestyle brand founded by influencer-preneur Jackie Aina, and Fashion Fair, which will enter Sephora doors in the fall.


Deborah Yeh, executive vice president and chief marketing officer at Sephora Americas, said the retailer is taking cues with regard to how to merchandise Black-owned brands from the founders themselves.


Published on July 28, 2021 by Beauty Inc

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