Nordstrom launches category dedicated to black-owned beauty brands

By Becky Bargh | Published: 19-Oct-2020

The curated shop features products from black-owned skin, hair and make-up brands

Nordstrom has recognised the talent of black beauty entrepreneurs with a dedicated category on its website.

The American department store chain’s new Inclusive Beauty section is a curated shop of skin, hair and make-up products from leading and emerging black brand founders.

More than 100 products are currently available in the category from almost 20 brands.

This includes Cashmere Nicole’s make-up brand Beauty Bakerie, products from Nancy Twine’s hair care line Briogeo, Lulu Cordero’s wellness-based Bomba Curls brand and former L’Oréal cosmetic chemist Ron Robinson’s BeautyStat.

The retailer took to Instagram to make the announcement.

It wrote: “We believe beauty should be for everyone, no matter your skin or hair type, tone, complexion or texture.

“We're so excited to announce Inclusive Beauty at Nordstrom, with an expanded selection of black-founded brands and an all-new shopping category on that you can now shop at the link in bio.

Nordstrom is also expected to launch Inclusive Beauty counters at 27 of its bricks-and-mortar destinations, according to InStyle.

Beauty lends a hand to BLM

Beauty brands have been instrumental in lending a hand to the Black Lives Matter movement, with a host offering monetary donations and pledging support via social media.

Beauty retail giant Sephora joined the 15% pledge calling for retailers to dedicate 15% space on-shelf to black-owned brands.

The LVMH-owned company also said it would shift its Accelerate programme to focus specifically on black owners and founders from 2021.

Meanwhile, professional sun care brand Ultrasun and Skinsens teamed up on a project to support black-owned skin care brands.

ARClight offers one independent skin care brand access to free business support for 12 months, accessing support to create a tailored business plan and support sessions across covering distribution, warehousing, marketing and PR.

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