Sephora and Crate & Barrel support the black cause

In the U.S.A., the “15% Pledge” is gaining ground in the retail industry. Launched by Sephora in 2020 following George Floyd’s passing in Minneapolis, around 20 retailers joined the movement: Crate & Barrel, Ulta Beauty, Macy’s, Rent the Runway, Moda Operandi, J. Crew, MedMen and Kith.

The aim is to allocate 15% of the store shelf space to brands owned by Black Founders or Managers. However, according to Coresignt Research, Sephora had only 9 such brands at the end of May 2021.