How Hair and Beauty Brands Are Responding to Nationwide Protests

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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.


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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

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We will not be silent. The inequitable and heartbreaking mistreatment of Black people in our country must end.⁣⁣⁣⁣ ⁣⁣⁣⁣ We recognize that we must do more as a brand, as individuals and as an industry. We must step up and support the Black Community – our stylists, our customers and our employees – in the fight against systematic racism, injustice and violence.⁣⁣⁣⁣ ⁣⁣⁣⁣ All Black Lives Matter and SexyHair is committed to making a difference. We will take action and make improvements.  SexyHair will expand our brand messaging to ensure people of color are more fairly represented and celebrated. SexyHair will strive for increased diversity and inclusion within our organization to ensure our values are aligned with those of our customers. SexyHair will expand our cultural awareness education to ensure the values of all employees and customers are respected and championed. SexyHair will never tolerate disrespect, unfair treatment, insensitivity, violence of any kind or any form of racism toward an employee, customer or stylist to ensure the love that we have for our team and our stylists is never diminished. Furthermore, SexyHair will listen to our employees, educators, customers and stylists to ensure that every voice is heard.⁣⁣⁣⁣ ⁣⁣⁣⁣ SexyHair is finalizing financial support to several organizations that focus on equality and racial justice. We will provide these details and ways to help join in this cause very soon. ⁣⁣⁣ #BlackLivesMatter #BlackOutTuesday #Change #StopRacism

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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

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A letter to my fellow white people.⁣⁣⁣⁣ ⁣⁣⁣⁣ Posting and bringing awareness in situations of racial injustice have been a long-time priority for me. However, things just felt different this time and it took a minute to figure out how to change the approach. I couldn’t just throw up a post of George Floyd and make a call and sign a petition and then ??????? While those things are helpful and it IS important to do that, it’s not enough from us anymore. Those actions MUST become the norm, but today I want to to tell you how I’m am personally taking the next steps and urging you join me. ⁣⁣⁣⁣ ⁣⁣ •NOT ASKING MY BLACK FRIENDS TO EDUCATE ME OR TO SUPPORT ME IN BEING AN ANTI-RACIST. I used to do that. I used to call my friends frantically when something happened and ask what I can do to help. But after much education and through my own research, I realized I’m only adding work to their plate which is already too full just by living in their own skin. I realized I have an entire internet at MY fingertips and need to put the effort in ALL BY MYSELF.⁣⁣⁣⁣ ⁣⁣⁣ •ACTION. I’ve made my calls and signed multiple petitions, obviously. But again, that’s not enough.⁣⁣⁣⁣ ⁣⁣⁣⁣ •ORGANIZING. I’m compiling a list of black owned beauty businesses that I want to raise up and share on my platform. Not because anyone needs me to, but because I genuinely want to see more black women entrepreneurs being lifted up in the beauty space and more black women rising to the executive ranks and being compensated accordingly.⁣⁣⁣⁣ ⁣ •DONATING. Here are places I will be donating to today:⁣⁣⁣⁣ -BLACK GIRLS CODE, which teaches African American girls how to code ???‍?⁣⁣⁣⁣ -SPELMAN COLLEGE, w historically black college for women ??‍?⁣⁣⁣⁣ -THE INNOCENCE PROJECT, which exonerates people who were wrongly convicted.⁣⁣⁣⁣ ⁣⁣⁣⁣ Join me. If you have questions, reach out and ask me. If you need resources on anti-racism education, ask me. We made this system and we are the ones who have to fix this system. ??: the one + only @sarashakeel

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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

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To our community: ⠀ We watched, as you have, the brutal killing of George Floyd, a handcuffed, unarmed black man. We have seen, as you have, the unspeakable horrors unfolding for decades against black people. And we have watched, as you have, the protests rippling across the nation. ⠀ So here’s the thing. 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. ⠀ At Drunk Elephant, we believe Black Lives Matter. Black families matter. Black communities matter. And it is long past the time to act. ⠀ 〰️ Donate. We are donating to these organizations, and if you can swing it, please consider doing the same: • @blackfutureslab • @campaignzero • @mvmnt4blklives • @nbjconthemove • @naacp and @naacp_ldf • Broken Chains Awareness Development Group: https://www.brokenchainsadg.org ⠀ 〰️ Sign. Add your voice to the petitions that seek to make meaningful change. Link in bio: • Color of Change • Charge the Minneapolis Police Officers • Justice for George Floyd • Justice for Breonna Taylor • Justice for Ahmaud Arbery • Justice for Tony McDade ⠀ 〰️ Text. • JUSTICE to 668366 • FLOYD to 55156 • RESIST to 50409 • ENOUGH to 55156 ⠀ 〰️ Educate. Ending systemic racism starts at home. At the dinner table. Tonight. ⠀ 〰️ Look local. Smaller initiatives and black-owned businesses in your community may not have the name recognition of national organizations, but they need your help just as much. ⠀ One day, the protests will end, but the racism will not. These organizations need our support year-round. ⠀ We encourage you to do what you can. Get involved, protest, sign, support, and more than anything else, love. ⠀ In peace and justice, DE

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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!