Sharon Chuter, the founder of makeup brand UOMA Beauty, posed a challenge to fellow beauty brand owners last week on Instagram. “We ask all brands who have released a statement of support to publicly release within the next 72 hours the number of black employees they have in their organizations at a corporate level,” Chuter wrote on Instagram, adding the tag #pulluporshutup. “You all have statements and policies about being equal opportunity employers, so show us the proof.”
for a living, reported 13% of employees were black while 47% were listed as BIPOC , and 53% are white. Glossier reported 9% black employees with none in leadership roles.
In total, just over 80 beauty brands willingly told on themselves in an effort to be fully transparent, and more than half included promises or plans to do better in the future.The willingness to share this information, which will undoubtedly make some companies look bad, comes only after organizers and activists encouraged the masses to reconsider where their dollars were going. But participating in the pull-up or shut-up challenge seems like a fearful reaction for the future of their bottom line.estimates that although the beauty industry has always been resilient, “revenues could fall 20 to 30 percent in 2020,” as a result of Covid-19 and its effects on the economy.
It’s no longer enough to perform allyship, people want to see concrete action. As hard as it is to admit poor hiring practices and course correct, beauty brands aren’t just out to do the morally righteous thing, they’re out to secure their futures.
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