Buying Black is a movement, not a moment. The resurgence of Black Lives Matter has shed light into the lack of availability there is to shop Black-owned brands. While retailers were quick to react and place these products in stores, there's an educational and relational element that shouldn't be ignored to ensure these voices are continuously heard.
Despite the demand for more diverse products, Black brands have historically been left out of the wider beauty conversation. The clear lack of shelf space is now being challenged by Aurora James’ 15% pledge. Sephora, Macy’s and Vogue have all committed to the pledge, but this is only the beginning.
One creator who’s making headway in this space is Julian Addo. In October 2017, Julian saw a gap in the premium haircare market and introduced gender-neutral Adwoa Beauty to the world for all hair textures including kinky hair. Julian joins us on unEDITED: Inside Retail to delve into the beauty market and educate retailers on what needs to be done in order to elevate representation on shelves.
How retailers are waking up to racial injustice and their responses - https://bit.ly/3aVqZHH
Illuminating Black culture’s influence on fashion - https://bit.ly/3bduNFe