As part of an extension of Sephora’s successful Black Beauty is Beauty campaign, which launched earlier this month, the mega beauty retailer has partnered with consulting firm R/GA Media in a concentrated effort to visibly improve results when searching for “Black Beauty” on Google. Notably, when a user seeks out “K Beauty,” “French Beauty,” or “J Beauty,” they are shown images of people and products from these cultures. However, when they search “Black Beauty,” content about a fictional horse from Anna Sewell’s 1877 classic novel are shown.

With the goal of elevating beauty content of the Black community, R/GA’s team is leading a strategy intended to push Sephora’s Black Beauty is Beauty campaign content higher in search results on Google and YouTube. This is meant to not only improve visibility for Sephora’s content, but to also aid in discoverability of Black Beauty as a whole. R/GA has also created a social video highlighting search engine bias, encouraging people to tag their content with #BlackBeauty to help actively change the search experience. To view the video, please click here.

To learn more about the campaign, visit