Sephora Is The First Brand To Join Aurora James’s 15 Percent Pledge


As protests in response to the deaths of George Floyd, Breonna Taylor, Tony McDade, and many other Black humans who died at the hands of police hold a mirror up to society’s long history of racial injustice, Aurora James, founder of Brother Vellies, in turn held up a mirror to major retailers across industries. James launched the 15 Percent Pledge to ask behemoths such as Target, Whole Foods, Net-a-Porter, Sephora, and Saks Fifth Ave to reflect on how they can turn their swift Instagram messages of solidarity into a more tangible, long-term support for Black businesses.

The 15 Percent Pledge is broken down into three proposals:

Take Stock: Examine your current inventory and contracts dedicated to Black-owned businesses, as well as the representation at your company.
Take Ownership: Now that you’ve reviewed your company, share your findings within the company and publicly to foster transparency.
Take Action: With everything you’ve learned, map out a new strategy to address your company’s shortcomings and how you’ll commit to dedicating 15 percent of your shelf space to Black businesses.

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