On June 10, 2020, Sephora said it will dedicate 15% of its stores' shelf space specifically for products made by Black-owned companies. This makes Sephora the first major retailer in the United States to take the "15% pledge."
The 15 Percent Pledge, is a new initiative that urges major retailers to reflect America's Black population. The 15% Pledge was created by Aurora James, the creative director of the Brooklyn-based accessories brand Brother Vellies.
Currently, Sephora only offers nine black-owned brands in their stores such as Fenty Beauty, Pat McGrath Labs, Briogeo, Adwoa Beauty, Golde, KNC Beauty, and Shani Darden Skin Care, five of which are carried in-store. Sephora said that it recognizes it can do better and they have promised to make a big step forward in support of the Black-owned beauty businesses. (Click Here to visit Sephora's Instagram account)