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Retailers are making a push to support BIPOC-owned and -founded beauty brands by offering not only shelf space, but also support in navigating the ins and outs of growing a business.
Last week, Ulta Beauty unveiled a $50 million investment in DE&I, doubling last year’s $25 million commitment. The company said its focus is across four categories: bolstering underrepresented voices, diversifying its product offerings, and improving experiences for both its customers and associates.
- In part: $8.5 million will support marketing efforts for Black-owned, founded, and led brands, while $3.5 million will go toward enhancing in-store merchandising so shoppers can find them.
Meanwhile, Target on Friday announced it added 20 Black-owned or -founded beauty brands to its lineup—marking a 65% boost in its offerings since 2020, with 70+ now available.
- The big-box store last year made a pledge to spend at least $2 billion with Black-owned businesses by the end of 2025.
A long shelf-life: Ulta Beauty CEO Dave Kimbell noted to Business Insider last week that simply stocking products from “diverse founders doesn’t guarantee that these brands are going to be successful.” So, the retailer also announced actress and Pattern Beauty founder Tracee Ellis Ross as DE&I advisor, which Kimbell said will help Ulta provide a “sustainable, long-term impact” on these brands.
- “We’ve spent time listening to Tracee’s experience to make sure we can create an environment where emerging BIPOC brands are supported as they navigate the Ulta Beauty environment, so they understand the supply chain, they’re building branding, etc.,” he said.
“Diversity equity inclusion is not separate from our business strategies,” Kimbell added. “It is inherently built into our vision and the way we believe we will be successful going forward.”—EC