Make It Black


The Beauty world has awaken.. with some exciting news.  

Make it Black is an initiative developed by Pull Up For Change to kickstart conversations around the definition and society's sentiment to be Black. The Make It Black Campaign is partnering with nine beauty brands to make select product packaging black. 

Major brands such as  Briogeo, Colourpop, Dragun Beauty, Flower Beauty, Maybelline, Morphe, NYX Professional Makeup, PUR and UOMA Beauty, will repackage some of their iconic products in black during February which is  also Black History month. 

“Pull Up for Change” Founder Sharon Chuter has launched a new campaign, named Make it Black, which aims to ‘shake up the beauty landscape’ by redefining what it means to be Black and raise money for emerging Black founders.

Chuter is beautifully paving the way


The campaign has also launched a petition to enforce Oxford English Dictionary and Merriam Webster Dictionary to update their definitions of the word Black. 

The items will be sold via Ulta Beauty and the Make It Black and select brand websites throughout the month, with Milk Agency and Milk studios acting as the creative partners for the campaign. 

According to a press release, “100% of the gross profits from the limited-edition iconic black products will be contributed to the new, not-for-profit PULL UP FOR CHANGE Impact Fund, which will deploy capital to black-owned businesses and will be allocated as grants to emerging black founders.”

The campaign follows Chuter’s launch of Pull Up For Change as a direct result of the Black Lives Matter movement last year. 

The new campaign calls for history to be “re-written by reclaiming the word black and making consumers understand that black is nothing but beautiful.”

Speaking of its involvement, Ulta Beauty President Dave Kimbell said, “We are thrilled to build upon our partnership with Sharon and support Pull Up For Change as the exclusive retailer of Make it BLACK. This campaign brings incredible beauty brands together to amplify and celebrate Black voices, which we are incredibly committed to at Ulta Beauty. We are proud to offer our guests a curated, limited-edition assortment that can spark a powerful dialogue, help shift perceptions, and very importantly, accelerate future beauty leaders’ on their journeys.”

The beauty industry has a lot of room for innovative beauty designers behind and in front of the camera. While Pat McGrath leads the way and is an incredible example let’s keep this innovation going. Being inspired to create a beauty brand Is incredible so join this initiative. So why not support this incredible cause to help pave the way.