How Hair and Beauty Brands Are Responding to Nationwide Protests


For the last week or so, protests have erupted around the world in response to the killing of George Floyd. Many brands, celebrities and public figures have been using their platforms to call for justice not only for George Floyd but for the Black community in the US. Here’s how salon professional and beauty brands are responding.

Jen Atkin

Founder of Ouai, Jen Atkin has been sharing many posts in support of the Black Lives Matter movement. She has also donated to organizations, shared resources and participated in #BlackOutTuesday.

Fenty Beauty

Fenty Beauty reposted an emotional message from founder Rihanna. Additionally, they also participated in #BlackOutTuesday as a day to “#PullUp” for justice.


Along with a message of solidarity, Glossier has shown their support for the Black community by donating a collective 1 million dollars to multiple organizations.

Carol’s Daughter

Carol’s Daughter has committed to making an undisclosed donation to Black Lives Matter, Color of Change and the Know Your Rights Camp in honor of George Floyd, Ahmaud Arbery and Breonna Taylor.

Sexy Hair

Sexy Hair has also promised to provide financial support for the Black community, expand cultural education in their company and listen to all employees and customers to ensure every voice is heard.


Along with penning a letter of support to their community, Sephora has given more than 1 million dollars to support organizations like National CARES, the Center for Urban Families and the National Black Justice Coalition, among others. 

Kristin Ess

In a moving post penned to white people, haircare brand owner Kristin Ess shared several ways for her followers to show support. Additionally, she has donated to Black Girls Code, Spelman College and the Innocence Project.


Curl care brand, Ouidad also shared with their followers that they’ve made a donation to the National Urban League, the nation’s largest historic civil rights and urban advocacy organization.

Pattern Beauty

Pattern Beauty shared their support in a message to their followers, where they also announced their commitment to donating to Black Lives Matter, the NAACP, Color of Change and the Equal Justice Initiative.


Another beauty brand offering support is Ilia. Ilia is standing up for justice by donating $50K to Black Lives Matter and the NAACP Legal Defense and Educational Fund.


Elf Cosmetics stands in solidarity with the rest of the beauty industry in the fight for justice. In addition to sharing posts from other beauty companies, they also announced they will be donating $25K to Color of Change.


To take action for justice, DevaCurl has committed to donating $50K to Black Lives Matter as well as continuing to share resources and other important links for their followers.


Bite Beauty has also shared with their followers the many ways they can help the cause. Additionally, the brand shared that they will be donating an undisclosed amount to Black Lives Matter.

Drunk Elephant

In a very informational post, Drunk Elephant shared several different ways for their followers to contribute to making a change. In addition to their post, the beauty brand has also committed to donating to many organizations.

Olivia Garden

Olivia Garden has also committed to making a donation to the NAACP so that they, along with the hair brand, can continue to making strides towards social justice in the US.

Wella Professionals

Along with a donation to the NAACP Legal Defense and Education Fund, Wella is another brand standing in solidarity with the Black community.

Has your favorite brand committed to supporting the Black community? Let us know in the comments!

Sign up for your weekly dose of beauty and brains.

This field is for validation purposes and should be left unchanged.


We’re a tease, but we always deliver.

Sign up for your weekly dose of beauty and brains.

This field is for validation purposes and should be left unchanged.