The 2020 wakeup call for racial justice sparked pledges from many industries, including beauty. While initial responses were swift, questions remain: are companies continuing to support Black Canadians in 2024?

Shifting Landscape:

Many brands, like Microsoft and Zoom, have scaled back DEI efforts. The fashion and beauty industries, once seemingly enthusiastic, are no exception. Canadian brands like Brunette The Label and Nudestix, who made donations and launched scholarships in 2020, haven't shown sustained commitment.

A Complicated Relationship:

The beauty industry's relationship with Blackness has always been complex. Docuseries "The Black Beauty Effect" explores racial disparities in representation and product offerings. Journalist Kayla Greaves emphasizes the power of Black consumers, a high-spending demographic often overlooked.

Who's Walking the Walk?

Finding Canadian beauty brands actively supporting Black communities in 2024 proved challenging. Inquiries to the BlackNorth Initiative went unanswered. While many brands lack dedicated DEI pages, some, like Deciem, maintain roadmaps. Beauty insiders point to a handful of brands actively involved:

• SheaMoisture Canada: Their "Dream Fund" awards grants to Black female entrepreneurs. They also host community events like the Shea Summer Salon and Shea and Champagne.
• Sephora Canada: Committed to dedicating 25% of shelf space to BIPOC-owned brands by 2026, aligning with the Fifteen Percent Pledge. They also offer a $100,000 Sephora Beauty Grant to a Black brand owner.

The Power of the Dollar:

Black consumers have agency. Greaves emphasizes the power of choosing brands that resonate with their values.

Conclusion:

While the future of brand support for Black communities remains uncertain, Black consumers have a strong voice through their spending power. Examining brands' actions beyond product offerings is key. By holding corporations accountable, Black consumers can drive meaningful change in the beauty industry.

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