Black Beauty Is Beauty

Today’s mainstream beauty trends, tools, and products have deep roots in Black culture—and not everyone knows it.

As a leading beauty retailer, we have a responsibility to shine a spotlight on the Black voices, creators, and brand founders whose contributions have shaped our industry. In partnership with R/GA, we created a short film that celebrates the tremendous impact and influence of Black beauty on the industry at large. Thank you to the incredible creators and cast who helped make this possible.

Director | Garrett Bradley

AWARDS

Cannes Lions Silver / PR, 2022 Cannes Lions Shortlist / Sustainable Development Goal, 2022
Webby Corporate Social Responsibility Campaign, 2022 | Webby, People’s Voice Corporate Social Responsibility Campaign, 2022
Clio Bronze Digital + Mobile, 2022 | Clio Bronze Fashion + Beauty, 2022 Clio Bronze PR, 2022
Fast Company World Changing Ideas Honorable Mention, 2022 | Fast Company Innovation by Design Winner, 2022
AICP Winner Social Media, 2022 | AICP Winner Purpose Driven, 2022
London International Silver, Beauty, 2022

RETAIL APPROAH
Reorient Sephora business to drive long-term inclusion and change to drive digital and store traffic to Sephora for the launch of the Black-owned brand category. We’ve curated an assortment of established brands—as well as brands we’ve partnered with for launch—that are all Black owned. It’s where efficacy and equity meet, and it’s just the start of our journey.

Director | Matthew Dillon Cohen