The beauty industry hasn’t always been the most diverse setting for a Black woman. This time last year, the #PullUpOrShutUp movement called out beauty brands for their lack of representation in their board rooms, in commercial advertising and even marketing strategies. According to a 2018 Nielsen report titled “Black Dollars Matter: The Sales Impact of Black Consumers,” the Black community spends nearly nine times more than our non-Black counterparts on ethnic hair and beauty products. Moreover, we were in the 79th percentile of mass cosmetic consumers compared to white consumers, who were in the 16th percentile in 2019, as reported by Healthline.
With the numbers and statistics adding up as they do, wouldn’t it make the most sense to cater to your billion-dollar buying audience and their needs? Thankfully, brands such as Maybelline have tapped into the conversation of diversity, equity and inclusion by being one of the