The Make It Black campaign is back for its third season.
Founded by beauty executive Sharon Chuter in 2021, the campaign looks to deliver iconic beauty products in limited-edition black packaging to redefine what it means to be Black and to raise funding for Black founders. This year’s campaign took effect June 9 and teams up with seven beauty brands including Black Radiance, Covergirl, e.l.f. Cosmetics, Hairitage, Shea Moisture, TPH by Taraji, and Uoma by Sharon C.
The Make It Black campaign also created a petition to get the Oxford English Dictionary and Merriam Webster Dictionary to update their definitions of the word black immediately. The petition has more than 6,360 signatures.
“Language plays a critical role in how we perceive the world,” said Sharon. “The function of language goes beyond expressing ideas and concepts, it shapes thought and defines our collective consciousness. Language should be neutral, unbiased, and reflective of our current realities. It is in this regard that the dictionary has work to do.”
The limited-edition beauty products participating in the campaign will be available for purchase throughout the month of June and will be sold exclusively in Walmart, and via the Make It Black website and participating brands’ websites.
All gross profits will be contributed to the Pull Up For Change Impact Fund, which Sharon launched in June 2020 under the #PullUpForChange campaign, a social call-to-action asking companies to disclose their number of Black employees and how many held leadership roles. To-date the campaigns have raised more than $700,000 for Black female founders.
“As a Black female founder, I understand first-hand the struggles of raising capital and accessing funding,” Sharon said. “In fact, I am one of only 93 Black women in the history of America who have raised over $1 million for startups. On the other hand, the average white male receives $2.1 million to fund their start-ups. We have a long way to go to create true economic equality and there is no equality without equity. This is where I am proud to play a small part in supporting other Black female founders to make their dreams a reality, and to truly get the seat at the table that they very well deserve.”