Three weeks ago, the senseless murder of George Floyd took place. Floyd's name rings among Breonna Taylor's, Ahmaud Arbery's, Oluwatoyin Salau's, and that of many others who lost their innocent lives from racial injustices. When this global unrest unraveled and protesting began, the beauty world moved swiftly in solidarity with the Black community, posting black squares on Instagram and speaking out, because silence is complicit. But here's the thing: that's not enough.
Black lives matter today, tomorrow, and every day after that. Words of solidarity are one thing, but actions are what spark long-term change. Fortunately, many brands have made their actions plans public and have taken steps to show their support with donations and proceed pledges to civil rights organizations across the country. This is a start, and there's still more work that needs to be done. Now more than ever before, it's vital that you support brands who believe in your values. As consumers, it's our jobs to hold these companies accountable. Below, 70 beauty brands who are part of the progress.
Anastasia Beverly Hills
Anastasia Beverly Hills understands the critical difference between long-term vs. short-term support. "We are pledging 1 million dollars towards the fight against systematic racism, oppression, and injustice," the brand announced on Instagram. "This weekend, we began with a donation of $100,000 across the following organizations: Black Lives Matter, The Innocence Project, The NAACP Legal Defense and Education Fund, Black Visions Collective, and The Marshall Project."
As one of the first brands to publicly pledge a donation in support of the movement against racial injustices, Glossier donated $500,000 across Black Lives Matter, the NAACP Legal Defense & Educational Fund, the Equal Justice Initiative, the Marsha P. Johnson Institute, and We the Protestors. Additionally, the brand recently announced a $500,000 grant to support Black-owned businesses.
Lashify announced its first beauty incubator program. "We are going to invest $100,000 to help build Black-owned brands," the brand announced on Instagram.
Personal care company Meet Flamingo is donating $500,000 to organizations against racial injustice and those that offer mental health resources and access to Black communities.
"At Huda Beauty we stand against racism today and always," the brand stated in an Instagram caption, announcing that they donated a total of $500,000 to the NAACP.
On Instagram, Hourglass Cosmetics made it clear that they stand against racism, injustice and violence. To show support, as a first step the brand donated $100,000 to the NAACP, Black Lives Matter, Marsha P. Johnson Institute, Loveland Foundation, and Thurgood Marshall College Fund.
Skincare company DECIEM came through with a message on Instagram: "Beauty is using your voice." Because of that, the brand donated $100,000 across Black Lives Matter and The NAACP Legal Defence & Educational Fund.
Sustainable and botanical-based skincare brand Biossance brought attention to the importance of equality and change. "To support all of those in this fright, Biossance is pledging $100,000 to the ACLU, the Minnesota Freedom Fund, Color of Change and Black Lives Matter."
Clean skincare company Herbivore Botanicals had the help of their community to raise and donate $46,000 to Black Lives Matter and ACLU.
E.l.f. decided to donate $25,000 to the Color of Change organization "to help support their efforts to fight injustice and create a more human world for Black people in America," the brand stated in an Instagram caption.
"In order to see change, we have to be part of the change," Ilia Beauty wrote on an Instagram caption. "Little by little, a little becomes a lot." The brand is donating 50,000 across Black Lives Matter and the NAACP Legal Defense and Educational Fund.
"We stand as one," personal care company Billie wrote on Instagram. "We stand with the memory of those lives lost through systematic injustice and racism." The brand donated $100,000 across Black Lives Matter and the NAACP.
"Being Honest means talking about the things that hurt, the things that are the most difficult, even when it’s uncomfortable," Jessica Alba's Honest Beauty wrote, adding that they pledged $100,000 to NAACP Legal Defense and Educational Fund and the Equal Justice Initiative, as well as matching all employee donations made towards civil rights organizations.
"This is just the beginning," Neutrogena noted after announcing they were donating $100,000 to NAACP and an additional $100,000 to Black Lives Matter.
Josie Maran CosmeticsYouth To The People
Josie Maran paused all of their operations on Friday, June 5, and in solidarity donated $50,000 to the Loveland Foundation, a therapy fund for Black women and children.
Youth To The People
"Youth To The People will act in solidarity with the protestors, the activists, the community leaders, and those individuals who have been given no choice but to rally for their children’s rights, safety, and lives," the skincare company wrote on Instagram, announcing that they'd give a total of $50,000 to Black Lives Matter, Black Girls Code, and the NAACP.
"The Antiracist Research & Policy Center is doing critical work to understand, explain and solve problems of racial inequity and injustice," skincare company Bliss wrote on Instagram. "Bliss is making a $40,000 donation to this organization."
Curly hair company DevaCurl announced a $50,000 donation to Black Lives Matter, along with these words on Instagram: "We all have a role to play and must act in any way we can. Change needs to happen, now."
Beloved luxury skincare line Augustinus Bader is donating proceeds to NAACP Legal Defense Fund, Black Lives Matter, and the Innocence Project.
Cosmetics company Colourpop "want to make #BlackLivesMatter [their] primary focus on all platforms," and committed to $25,000 to the Minnesota Freedom Fund and $25,000 to the ACLU. Additionally, they pledged $250,000 in support of Black communities through various organizations.
"We are committed to donating $100K this year to organizations that support the Black community and the advancement of an actively anti-racist society, starting with $25K to Black Lives Matter," haircare line Ouai wrote on Instagram, adding: "But it won’t stop there," outlining additional steps to take action.
Natural and organic skincare line Cocokind "believe that businesses have a responsibility to make an impact," as said on Instagram. The brand donated $10,000 to the ACLU.
"Education serves as a gateway to better opportunities, but it is not equal due to systemic inquality," Cruelty-free cosmetics company Nudestix wrote on Instagram, adding that they'd be donating $25,000 over the next two years to BEAUTY BE CHANGE scholarships for POC in marginalized communities.
Skincare line Farmacy committed $10,000 to the Color of Change organization. "We stand with organizations like @colorofchange and individuals fighting against racial injustice," the brand wrote on Instagram.
Cool kid candle brand Boy Smells noted that silence is complacency on social media and took action by donating $10,000 to the NAACP, Black Lives Matter, and the Black Visions Collective of Minnesota.
Along with a $50,000 donation to the NAACP Legal Defense Fund, skincare brand Sunday Riley is also planning to take more action in their company's hometown of Houston.
During the month of June, Black-owned beauty brand Mented Cosmetics, which is redefining the definition of nude for women of color, is donating a portion of their product proceeds to bail funds to uplift protestors across the country.
A portion of clean brand Noto Botanics' proceeds will be donated to the George Floyd Fund, Reclaim the Block, and the Minnesota Freedom Fund.
Grande Cosmetics donated $25,000 to the NAACP. "We are committed to contributing to immediate, meaningful change for racial justice," they wrote on Instagram. "Enough is enough."
Renowned skincare brand Paula's Choice has publicly pledged to donate $10,000 to the Color of Change organization.
Clean body care line Nécessaire committed to a $10,000 donation to the NAACP Legal Defense and Educational Fund.
Black-owned wellness and skincare brand Golde used the power of community: "In less than 72 hours, together with nearly a *thousand* of you, we have raised over $10,000 in support of the NAACP Legal Defense Fund," they wrote on Instagram. "This portion of our sales represents 100% of what we would have kept in the bank after raw materials and administrative costs."
The INKEY List
Skincare line The INKEY List announced a $10,000 donation to the NAACP Legal Defense and Educational Fund.
Olive & June
"It is time for action," nail care company Olive & June wrote on Instagram. "We need to do more than offer words—we need to actively fight racism." Their first action was donating $10,000 to the Color of Change organization.
Cult-loved clean cosmetics brand Kosas pledged $20,000 "to organizations who are actively fighting to make real change: Black Lives Matters, Black Lives Matters LA, and Color of Change," the brand wrote on Instagram.
Insta-famous K-Beauty brand Glow Recipe pledged $10,000 to the Black Vision Collective. "It’s up to all of us to make a change. What are you doing?" the brand wrote in a caption.
"We are committed to standing up for justice and equality, there is no room for racism in our world," Skincare line Saturday Skin said on Instagram. They pledged $10,000 to the ACLU.
"What does feel right is to stand in solidarity with those who are hurting in our community," Ulta Beauty wrote on Instagram, adding that they'll be donating to the Equal Justice Initiative (@eji_org) to help support their efforts to challenge racial injustice.
Verb haircare donated $10,000 to the NAACP and ACLU. "From our team of 17 who care so deeply about standing in solidarity against racist rhetoric, we are with those who are speaking up and taking action," the brand stated on Instagram.
NYX Cosmetics announced that to stand in solidarity with the Black community, they would donate to the Minnesota Freedom Fund and the Black Lives Matter movement.
Fenty Beauty donated to the NAACP Legal Defense and Educational Fund, an official partner of Black Lives Matter. "@NAACP_LDF is at the forefront of legal organizations fighting for racial equality," the brand wrote on Instagram. "Partial justice is not justice at all— we will keep applying pressure! Pull Up in support of @naacp_ldf."
"CoverGirl has always championed inclusivity, equality and fairness," the brand wrote on Instagram. They donated to the NAACP Legal Defense Fund and Black Lives Matter.
"At Maybelline we believe in inclusivity, equality and justice for all," the brand stated in a caption. "Because of this, we will be donating to the NAACP."
Urban Decay spoke out about their efforts to stand with the Black Community. The brand donated to the Minnesota Freedom Fund and Black Lives Matter.
Cult-loved beauty brand Drunk Elephant spoke some truth: "So here’s the thing," the brand notes on Instagram. "We don’t have the answers. We don’t claim to have the answers. We don’t know how to solve the bitter plague of racism so embedded in our country. But we know this: Doing nothing is unacceptable. This brutality, racism, injustice, and murder cannot go on." The brand donated to Black Futures Lab, Campaign Zero, Movement for Black Lives, Broken Chains Awareness, and the The National Black Justice Coalition.
Renée Rouleau Skin Care
"As a company, we have looked inward and recognized how we can do better when it comes to taking action against racial injustice," Renée Rouleau Skin Care wrote, adding that they donated to the Texas Civil Rights project, Austin Justice Coalition and the CSRD at UT Austin.
A photo posted by on
Rare Beauty, an upcoming brand birthed by Selena Gomez, announced on Instagram that they're committed to taking action and have made donations to the Bail Project and the NAACP Legal Defense fund.
"At Milk, we do not tolerate hate or racial injustice," the beauty brand wrote. Because of that, they're working with campaign star Snitchery to donate the entirety of her earnings from sales to Black Lives Matter and the brand will be matching it.
During the month of June, Nails Inc. will be donating 100 percent of U.S. proceeds to Black Lives Matter.
K-Beauty company Soko Glam spoke up: "Given the recent and ongoing racial brutality and social injustice against the black community, we cannot stay silent. We stand with the black community today and always," along with a donation to Black Lives Matter.
Allies of Skin
Skincare brand Allies of Skin donated to ACLU, Black Visions Collective, Black Lives Matter, and Action Bail Fund.
Beauty powerhouse company Charlotte Tilbury wrote that they had donated to ACLU, Black Lives Matter, and the NAACP, and that they'll continue to.
Makeup brand Ben Nye announced that they have donated to the NAACP Legal Defense Fund, Black Art Futures Fund, and The Movement for Black Lives.
"We stand in solidarity with those hurting most and have pledged to donate to the Minnesota Freedom Fund in support of their ongoing efforts," Bioderma stated on Instagram.
Skincare and fragrance brand Philosophy stands in solidarity, with donations to The Loveland Foundation, NAACP and Black Lives Matter.
Japanese-inspired skincare brand Boscia pledged donations to the NAACP Legal Defense and Educational Fund.
"Both voices and actions are essential in fighting racism," CeraVe wrote on Instagram, adding that they donated to the the NAACP.
"We stand in solidarity with the Black community. We are listening and we are donating to the libertyfund.nyc," Cover FX stated on Instagram.
Dermalogica donated to the NAACP along with taking other actionable steps to guide and educate each other
"As a brand, [Fur You] always want to stand with inclusivity on every level, so we will be donating to the NAACP Legal Defense Fund as well as the Brooklyn Bail Fund," it wrote.
La Roche-Posay donated to the NAACP.
The Mane Choice
Haircare company The Mane Choice donated to Reclaim the Block and Black Lives Matter, stating, "We will be donating to organizations that are committed to helping lead the way to a more diverse and socially equitable world."
"We all deserve love, respect and safety—no matter our race, gender, sexual orientation or religion," Olehenriksen's founder said on Instagram, announcing that they'd be donating to the Black Lives Matter movement.
Tracee Ellis Ross's Pattern Beauty donated to Black Lives Matter, NAACP, Color of Change and the Equal Justice Initiative. "We cannot & will not stand idly by while another Black life is senselessly lost," they wrote on Instagram.
Peter Thomas Roth
Skincare line iS Clinical announced that they'd continue their support with donations to ACLU and Black Lives Matter.
Peter Thomas Roth
Skincare brand Peter Thomas Roth donated to the ACLU "to help support a brighter future."
"We refuse to accept that things can’t be changed," Ren Skincare stated on Instagram with an announcement of a donation to the Black Lives Matter movement.
Skincare brand Summer Fridays showed their support in donations to Black Lives Matter and the Minnesota Freedom Fund.
"We recognize that now is not the time for silence, it is the time for change," Supergoop! said on Instagram. "We are donating, we are learning and we are listening. Black Lives Matter."
"As part of our efforts to support communities in need and the issues they’re facing right now, we are donating to the National Urban League and exploring other partnership opportunities so we can ensure we’re making the most impact on the ground," curly haircare brand Ouidad stated on Instagram.
Black Lives Matter
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Maya Allen is the former Digital Beauty Editor at MarieClaire.com where she covered makeup, skincare, haircare, wellness, you name it! She has a 15-step skincare routine, owns over 200 red lipsticks, and enjoys testing the latest and greatest in beauty. On most weekends, you can find her at her happy place, which is her makeup vanity. There, she’s usually blasting her speakers while singing along to lyrics at the top of her lungs, and making sure her highlighter is on point.
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