Ulta Signs “15 Percent Pledge”

Beauty retailer Ulta Beauty (Bolingbrook, Ill.) has joined the 15 percent pledge, which requires participants to dedicate a minimum of 15 percent of their shelf space to Black-owned brands, reports WWD.

“This announcement is huge — and our partnership will have a monumental impact for Black businesses within the beauty industry. As we approach our one-year anniversary, we look forward to building on our momentum, expanding our partnerships and continuing to create opportunities for Black business owners,” said Aurora James, who created the pledge program, in a statement.

Other participants include Macy’s, Crate and Barrel, as well as Ulta competitor Sephora, which was among the first retailers to take the pledge in June of 2020. In February, Ulta announced it would double the number of Black-owned brands it carries and also named Tracee Ellis Ross as its diversity and inclusion officer.