Who has put their money where their mouths are?
In the wake of the murder of George Floyd at the hands of white police officer Derek Chauvin, there has been an outpouring of support for the Black Lives Matter movement with people around the world taking to the streets and to social media to make a stand against systemic racism, police brutality, and white supremacy.
There is no one right way to show your solidarity. Taking to the streets to protest, donating money to bail funds and organisations that fight racial injustice, and sharing learning resources are all valid actions that may or may not be available to you depending on your financial and physical living situations especially during a pandemic which has left more people than ever unemployed and worried for the health of their loved ones.
Having said that, when it comes to brands – particularly international, corporation-owned brands – solidarity comes in the form of tangible, practical, financial support. Now is not the time for performative allyship, for vague messages that discrimation in all forms is wrong, for hypocrisy. Now is the time for coughing up the funds and practicing what you preach. This is particularly important for those brands in beauty – an industry which has prioritised and upheld white European beauty standards for centuries, which has failed over and over again to provide those with darker skin products in shades for them and to represent diversity in campaigns.
We’ve compiled an ongoing list, which we will continue to add to, of beauty brands who have publicly made donations or offered some other tangible, practical support. Here’s hoping it grows exponentially.
Glossier was one of the first beauty brands to donate and it remains the biggest donation thus far. The company pledged a donation of $500K to organisations fighting racial injustice including Black Lives Matter, The NAACP Legal Defense, and Educational Fund and the Marsh P. Johnson Institute.
In an effort to make an impact within the beauty industry itself, the brand is also setting up an initiative to support Black-owned beauty businesses in the form of $500K worth of grants.
Huda Beauty has donated $500,000 to the NAACP. “At Huda Beauty we stand against racism today and always,” the brand wrote on Instagram. “Now is a time to listen, learn and reflect. We are joining in the fight against systemic racism, and we encourage those who aren’t familiar with the Black Lives Matter movement to educate themselves and take action.”
The brand will also be using its platform to celebrate Black voices and share educational resources and content, while continuing to contribute with meaningful ways to support and uplift the Black community.
ANASTASIA BEVERLY HILLS
Anastasia Beverly Hills announced that it is pledging $1 million dollars towards the fight against racism. Over the weekend, the brand began by donating $100K to organisations including Black Lives Matter and the Innocence Project. The rest of the money appears to be being put towards a grant initiative similar to Glossier.
“We are taking the time internally to discuss new initiatives that will financially support Black owned businesses and artists in the beauty industry,” the post explains. “When the details have been finalised, we will announce the process for submission or nomination, and we will update you monthly on recipients.”
Skincare brand Neutrogena donated $100K to the NAACP and $100K to Black Lives Matter. “We have a responsibility to use our voice to speak up against systemic racism, to educate ourselves and others, and to challenge the world around us,” the brand wrote on their Instagram.
Sustainable skincare brand Biossance pledged $100K to the ACLU, the Minnesota Freedom Fund, Color of Change and Black Lives Matter. It also is sharing resources and recommendations for getting involved on its social platforms. “You can take a stand today by listening, learning and making your voice heard,” it wrote. “If we don’t engage, things won’t change.”
The parent company of The Ordinary has donated $100,000 across Black Lives Matter and The NAACP Legal Defence & Educational Fund. It is also using it’s platform to amply black voices, dedicating its Instagram stories to give space for conversation. You can contribute by emailing videos or words to firstname.lastname@example.org.
Jessica Alba’s beauty brand Honest Beauty has donated $100,000 to organisations fighting racial injustice including the NAACP Legal Defense and Educational Fund and the Equal Justice Initiative. Additionally, Honest has committed to matching all employee donations made towards civil rights organisations.
Hourglass donated $100,000 across NAACP, Black Lives Matter, Marsha P. Johnson Institute, Loveland Foundation and Thurgood Marshall College Fund.
Razor brand Billie donated $100,000 across Black Lives Matter and NAACP, “a small step toward hopefully making our country the safe place is should have always been,” the brand wrote on Instagram.
ColourPop donated $25K to the Minnesota Freedom Fund and $25K to the ACLU. It has also pledged an additional $250K in support of Black communities through other organisations and has been sharing educational resources.
Skincare brand Sunday Riley has committed to donate $50,000 to the NAACP Legal Defense Fund in honour of George Floyd.
In an Instagram post, founder Riley shared that she went to the same high school in Texas as George Floyd. “We weren’t the same age, we weren’t in the same year. But we walked the same hallways, maybe sat in the same classrooms,” she wrote. “We had entirely different lives, different opportunities, and faced different challenges. Had we both been in the exact same situation, at the exact same moment, I think it would have ended differently for me. Actually, I know it would have.”
DevaCurl announced that it is taking action starting with a donation of $50,000 to Black Lives Matter. It will also be sharing resources and links to organisations making an impact on its Instagram Story.
Make-up brand Kosas pledged $20,000 to organisations including Black Lives Matter, Black Lives Matter LA, and Color of Change. It also shared information and resources on its social media about how followers could get involved including links to petitions, organisations to donate to and details on protests around Los Angeles.
Candle brand Boy Smells donated $10,000 across the NAACP, Black Lives Matter and Black Visions Collective of Minnesota. “We stand in solidarity and fight systemic racism that courses through the veins of America,” it wrote. “Our silence is our complacency and it is no longer an option.”
The skincare brand has donated $10K to Colors of Change
Skincare brand Farmacy donated $10K to Colors of Change.
The body and sex care brand has donated $10K to the NAACP Legal Defense and Educational Fund.
Glow Recipe has donated $10K to Black Visions Collective of Minnesota.
Independent, latina-owned Brujita Skincare donated $2K to Black Visions Collective of Minnesota.
Nudestix announced several initiatives: it will be donating a minimum of $25,000 over the next two years to its BEAUTY BE CHANGE scholarships for post-secondary education of POC in marginalised and oppressed communities. It will also be launching the BEAUTY BE CHANGE business fund for POC working as make-up artists or black small business owners and donating $20,000 to this cause.
Herbivore Botanicals announced 100 per cent of its profits from over the weekend would go to ACLU, Black Lives Matter, and the Minnesota Freedom Fund.
Noto Botanics will be donating a portion of all sales to the George Floyd Fund, Reclaim the Block, and the Minnesota Freedom Fund. The brand has also created a resource page on its website offering suggestions on who, how, and what you can do to support and donate.
Freck will be donating 100 per cent of its profits from Monday until Wednesday to Black Lives Matter and Los Angeles Peoples City Council Freedom Fund to support bail efforts.
Earlier this week, Beauty Blender pledged 100 per cent of its profits for the day to the Equal Justice Initiative. The brand has also been using its platform to promote Girl Trek.
For the month of June, INC.redible will be donating 100 per cent of all US profits to Black Lives Matter.
Base Butter will be donating 10% of all profits each month (until further notice) to an organization that is doing critical work to dismantle systemic racism. In June, it will be donating to The Loveland Foundation.