Looking to see more of your favourite brands and retailers take the Fifteen Percent Pledge that originated back in June 2020? Now we’re finally seeing those promises become realities. It’s just been announced that beauty giant Sephora Canada is dedicating 25 percent of its brand offering to BIPOC-owned brands by the year 2026.
“We are proud to solidify our goal of reaching 25 per cent BIPOC-owned brands by 2026 as part of our new localized Fifteen Percent Pledge commitment,” says Jane Nugent, Sephora Canada’s Senior Vice President of Merchandising in a release. “Ensuring greater representation within our prestige beauty brand offering that is reflective of Canada’s rich diversity is central to our mission of creating a more inclusive retail experience and sense of belonging for all.”
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The Fifteen Percent Pledge
For anyone unfamilar, The Fifteen Percent Pledge is a non-profit organization based in the U.S that advocates for the equal representation of Black-owned businesses. The organization also works to encourage retailers to dedicate at least 15 percent of their shelf space to Black-owned businesses. Sephora was one of the first retailers to take the pledge. Now they’re not just putting their money where their mouth is, but they’re committing to 25 percent instead of 15.
“As we approach the one year anniversary of the racial justice protests last summer, we could not be more thrilled that Sephora Canada is taking the Pledge and partnering with us to drive equity across retail,” said Aurora James, founder of the Fifteen Percent Pledge.
“Being a proud Canadian, it’s exciting to see the Pledge continue to expand beyond the U.S. and have Sephora Canada be our newest partnership in my home country. Their commitment to increase their shelf space to 25 per cent BlPOC-owned brands is huge, and we are looking forward to working in lockstep with them to provide support and help them achieve this goal.”