Black Lives Matter: Rating Makeup Companies’ Responses to the Black Lives Matter Movement. #PullUporShutUp

This week, I am rating how large companies and networks have responded to the Black Lives Matter Movement. I’m also your new plug for Black-owned beauty brands…you’re welcome.

Did you know that only 8% of people employed in white-collar jobs are Black? Did you know that only 3% of those Black employees hold executive roles?

White-collar jobs pay the highest average salary in the United States. People who work in these professions are usually privileged groups of Americans, who don’t have to get their hands dirty by doing actual manual labor. The majority of white-collar jobs consist of white men. For that reason, it is especially important to recognize when minority groups are present in these roles.

Today, I am highlighting the amount of Black people employed by beauty brands’ executive boards, to inform you how large makeup companies may hinder Black excellence.

The #PullUporShutUp Movement was coined by Sharon Chuter, the CEO and founder of Uoma Beauty, a Black owned makeup brand. It’s also one of the few makeup brands that carry foundations darker than ebony or chestnut. (Imagine being named after a foundation shade.)

credit to the PullUpForChange Instagram page.

Even though Uoma Beauty was just founded in 2018, its CEO, Sharon Chuter, has created very recent tidal waves in the makeup industry. Chuter has called for all makeup companies to release their corporate data. She also called for a total consumer cease for the first 72 hours of the challenge until the companies released how many Black people they employ at the corporate level. Thanks to her, people kept their money in their pockets until the following makeup companies released their data.

  • CoverFX (not Black-owned)
  • Glossier (not Black-owned)
  • Elf (not Black-owned)
  • Beauty Bakerie (Black-owned)

Now, here I am to rate the data they released.

The categories are as follows: percentage of Black workers (at least 10%), company accountability, and company action steps.


CoverFX released their data via the coverFX Instagram page.
Percentage of Black workers (at least 10%)They have 1 Black employee. That’s only 4% of their executive team…Imagine being the only Black person at your job, y’all! That’s embarrassing.
There seems to be a similar trend happening with minorities at CoverFX. Is there a ‘no more than 4 rule’ going on?
Company accountabilityCoverFX promised to allocate 70% of their remaining budget to collaborate with BIPOC influencers and makeup artists. So far, they’ve collaborated with Amy Juliete Lefevre and Nana Agyemang.
Company action stepsAdequate visual representation of BIPOC on CoverFX’s Instagram page, their main source of engagement, simply isn’t there. There have been no updates regarding changes to the hiring process or an increase in Black employees.
Overall rating…

Rating: 2.5 out of 5.


Percentage of Black workers (at least 10%)No math needed, here. Glossier employs 0% of Black employees in leadership positions.

I want to stress the importance of employing Black people at the executive level, because there must be a sense of Black excellence in every workforce. Diversity in excellence matters. To exclude Black people from leadership roles is to imply that they don’t have the skills to climb the corporate ladder.
Company accountabilityGlossier has promised to start sharing their progress at the corporate level on a regular basis. When they finally hire a Black person in a leadership role, we’ll know.
Company action stepsGlossier has committed to donating $500,000 to organizations that fight for the Black Lives Matter Movement and another $500,000 in the form of grants to Black-owned beauty brands.
Overall rating…

Rating: 2 out of 5.


Percentage of Black workers (at least 10%)E.l.f. is doing an amazing job at encouraging diversity. After doing research, I concluded that E.l.f. has a black participation rate of 7% in general, with a leadership team that is 14% Black. In general, E.l.f. has a diversity of 45%.
Company accountabilityE.l.f. prides themselves on their growing team of diverse employees.
Company action stepsE.l.f. is matching all donations made by their Black employees and donating money to the ACLU, Black Lives Matter, the Brooklyn Bail Fund, and Color of Change.
Overall rating…

Rating: 4 out of 5.

Beauty Bakerie

Percentage of Black workers (at least 10%)More than half of Beauty Bakerie’s team is Black!

Keep in mind, I don’t expect brands to employ an all-Black team. However, Beauty Bakerie’s data proves that it is possible to inspire Black excellence at the corporate level in the makeup industry, after all.
Company accountabilityBeauty Bakerie understands their role in the makeup industry. They produce makeup targeted toward people of color and never miss the mark. That’s why I support them.
Company action stepsBeauty Bakerie announced that they will no longer support July 4th (a blog post for another day) and will recognize Juneteenth, instead. They have actively shared petitions and supported the Black Lives Matter Movement on their social media.
Overall rating…

Rating: 5 out of 5.

Not me giving my first 5 star rating!


I know this wasn’t enough. There’s so much more work to be done in order to create an inclusive environment for BIPOC makeup enthusiasts. Still, I wanted to be completely transparent with you. Stop buying from brands that don’t support your right to opportunity.

As you come to terms with that, here’s a variety of Black-owned makeup brands that you can support indefinitely (not just while it’s trendy). You might find something you’d like.

  • Uoma Beauty
  • Black Opal Beauty
  • Pat McGrath Labs
  • Black Up Cosmetics
  • Base Butter
  • IMAN Cosmetics
  • Fenty Beauty
  • The Lip Bar
  • Danessa Myricks Beauty
  • The Crayon Case

Diversity at the corporate level is extremely important, especially in the makeup industry. If companies are going to profit from POC consumerism, BIPOC must be represented in their leadership roles.

Next week,

Next week, we are rating the NFL and NBA responses to the Black Lives Matter Movement. We will also explore why Black entertainment seems to be more valuable to white America than Black lives.

Justice for Breonna Taylor.

Sign this petition.

Text “ENOUGH” to 55156.


  1. Mayor Greg Fischer (502-574-2003)
  2. Attorney Thomas Wine (
  3. Governor Andy Beshear (502-564-2611)
  4. LMPD Chief Steve Conrad (502-574-7660)

*this blog works best on desktop.

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Leave a comment below and like this post before you go!

3 thoughts on “Black Lives Matter: Rating Makeup Companies’ Responses to the Black Lives Matter Movement. #PullUporShutUp

  1. Ebony, I love this! The rating system you used clearly shows where most of these companies are lacking, and like you pointed out, it is pretty embarrassing. Nonetheless, I was pleasantly surprised to see a 5 star rating this week! I’m not exactly a makeup enthusiast, but I’ll definitely look into treating myself with something from the Black-owned brands you mentioned :))

    Liked by 1 person

  2. Wow, the more I read your blogs, the more I realize that the support for the Black Lives Matter movement is lacking in a lot of places, even if people or companies are “participating”.

    Liked by 1 person

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