Beauty is an omnichannel ecosystem which therefore needs a broad strategy to drive change. Visibility can no longer be the metric, as visibility alone doesn’t bring change - economic power does. The percentage of Black-owned brands a retailer stocks cannot be the only barometer for showing commitment because it has to extend to the retailer’s marketing and communication departments too. There is no point in ranging Black-owned brands if the message isn’t then adequately publicised to consumers who can then purchase.
So what will success look like for the Black Beauty Council? First on my agenda is partnering with brands that align with our values and want to build systemic change. Education is the key to empowerment and access to internships, mentorships and supporting current in-house talent is vital. Brands need to be audited beyond merely their employee diversity demographics and will require an investigation into their company culture. A brand may have a large BIPOC workforce but are those people happy? Do they feel seen and respected? Are opportunities readily available for them?
Next, will be building an accelerator programme with a leading retailer to nurture and support the next generation of Black beauty founders. Having just launched my own course on “How To Launch A Beauty Brand”, I want founders to have access to expert knowledge and advice to further their vision.
Beauty journalism is another top priority as there are only a handful of Black beauty journalists and that needs to change. Beyond mentoring schemes, I want publications to hire young, Black talent. I want the writers of the future to know that this industry welcomes and values them with open arms because far too often I am the only non-white face at press events.
And lastly, I will be building my advisory board. A council is a collective of people all striving for a shared goal and I know that together, we will achieve true change. Among the collective will be leading beauty industry experts and allies that will help push the agenda to create positive change through economic empowerment and education.