Come i beauty brand stanno supportando il movimento Black Lives Matter

La morte di George Floyd per mano di un poliziotto bianco ha riportato a galla oltre 400 anni di storia di ingiustizie contro gli afroamericani, scatenando non solo una lunga catena di proteste che dagli States stanno attraversando tutto il mondo, ma anche una globale presa di posizione contro la discriminazione e l’ingiustizia razziale. Alle migliaia di persone comuni che stanno usando i social media per dire basta alla police brutality, alle immagini nere di solidarietà verso le proteste per il #blackouttuesday, si aggiungono anche le reazioni di fashion e beauty brand. Se i primi hanno preferito condividere dei messaggi anti-razzisti, per lo più ispirati alla famosa campagna Nike "For once, don’t do it", il mondo della cosmetica ha scelto di supportare con donazioni in denaro il movimento #blacklivesmatter ed altre associazioni di Houston, la città natale di Floyd.

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We will not be silent. We stand in solidarity with all those fighting against social injustice. Kosas will be pledging $20k to organizations who are actively fighting to make real change: Black Lives Matters, Black Lives Matters LA, and Color of Change. We urge you to do your part. Every single action counts. —Text FLOYD to tel:55156 —Donate to @blklivesmatter —Donate to @blackvisionscollective —Send a message to your congressional representative Sign The Petition —@colorofchange’s #JusticeForFloyd petition —Change.org Justice for #TonyMcDade petition —@colorofchange’s #JusticeForBre petition To find more resources to educate and take action, go to our Stories now.

A post shared by Kosas (@kosas) on May 31, 2020 at 11:00am PDT

Nonostante le voci dei brand del settore si siano dimostrate unite nel supportare la causa sulle proprie piattaforme social, sono ancora poche le azioni concrete in favore dei black-owned business.

Fra queste, Glossier ha devoluto 1 milione di dollari, la cifra maggiore (fino ad ora), a diversi enti impegnati nella lotta all'ingiustizia razziale, Honest Beauty ha destinato 100 mila dollari al supporto di NAACP Legal Defense and Educational Fund, Sephora ha lanciato un'iniziativa benefica attraverso l'uso dei propri punti rewards. Ecco cosa stanno facendo concretamente i beauty brand.

GLOSSIER

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#BlackLivesMatter

A post shared by Glossier (@glossier) on May 30, 2020 at 4:40pm PDT

Il marchio guidato da Emily Weiss è stato uno dei primi ad agire concretamente per la lotta all'ingiustizia razziale e ha dichiarato che donerà di 1 milione di dollari: 500.000 dollari alle organizzazioni per le libertà civili, tra cui Black Lives Matter, Equal Justice Initiative e NAACP, e 500.000 dollari alle aziende beauty di proprietà di persone di colore.

NYX

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...and we’re not okay. We stand with our Black community, and will be donating to the @mnfreedomfund and @blklivesmatter

A post shared by NYX Professional Makeup (@nyxcosmetics) on May 29, 2020 at 5:04pm PDT

Il brand NYX ha confermato che donerà denaro al Minnesota Freedom Fund e a Black Lives Matter tramite un post di Instagram su cui si legge "It's not ok".

ESSIE

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essie stands on the side of human rights and equality. we have made a donation to @naacp to help fight against racial injustice. we love our essie community and you have our commitment to support the change.

A post shared by essie (@essie) on Jun 1, 2020 at 3:00pm PDT

Rispondendo ai alle critiche dei suoi followers, Essie ha fatto una donazione al NAACP ed ha detto: "Vi ascoltiamo e siamo d'accordo sul fatto che il nostro linguaggio di solidarietà alla comunità nera non era abbastanza forte".

MAYBELLINE

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At Maybelline we believe in inclusivity, equality and justice for all. Because of this, we will be donating to @naacp. Together we can make change happen.

A post shared by Maybelline New York (@maybelline) on May 30, 2020 at 10:51am PDT

Il marchio newyorkese Maybelline ha annunciato che farà una donazione al NAACP.

MARC JACOBS BEAUTY

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We will absolutely not be silent. Our hearts are breaking for our friends, followers, families, coworkers and fellow humans affected by racial inequality and injustice. As a brand, we stand in solidarity against racism and are taking action by donating to the Black Lives Matter movement. ⠀ ⠀ Additionally, we invite you to sign petitions with the @naacp – the nation’s first and largest grassroots based civil rights organization – and at @changedotorg to shine a light on these issues like so many others already have. #BlackLivesMatter #BreonnaTaylor #AhmaudArbery #JusticeforGeorgeFloyd

A post shared by Marc Jacobs Beauty (@marcjacobsbeauty) on May 31, 2020 at 11:21am PDT

Marc Jacobs Beauty ha scelto di condividere su Instagram una frase di Martin Luther King Jr: Arriva un momento in cui il silenzio diventa tradimento. Ha, inoltre, annunciato una donazione a favore di Black Lives Matter.

MILK MAKEUP

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#BlackLivesMatter We’re contributing to @blackvisionscollective with @snitchery ; she will be donating the entirety of her earnings from sales that use her affiliate code SNITCHERY and we will proudly be matching it.

A post shared by Milk Makeup (@milkmakeup) on May 29, 2020 at 2:45pm PDT

La partner di Milk Makeup e beauty influencer Snitchery si è impegnata a donare il 100% dei guadagni provenienti dalle vendite ottenute con i suoi post affiliate a Black Visions Collective. L’azienda ha successivamente promesso 50 mila dollari al NAACP.

URBAN DECAY

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To all our black colleagues, friends, and community—we stand with you. Urban Decay is donating to @mnfreedomfund and @blklivesmatter. For additional resources and ways to get involved, click the link in our bio.

A post shared by Urban Decay Cosmetics (@urbandecaycosmetics) on May 30, 2020 at 6:21pm PDT

Condividendo un post che recita Il silenzio non è un'opzione, Urban Decay ha annunciato il suo supporto al Minnesota Freedom Fund e a Black Lives Matter.

DECIEM

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BLACK LIVES MATTER. ⁣ ⁣ Our team have been actively sharing their voices in the fight against racism and inequality, and from tomorrow, our Instagram Stories will become a dedicated space to continue this conversation. ⁣ ⁣ We want to amplify as many voices as possible and ask you to join us. Please email videos (1 min max) or words to [email protected] (kindly note that anything sent to this email will be made public).⁣ ⁣ DECIEM is donating $100,000 across Black Lives Matter and The NAACP Legal Defence & Educational Fund.

A post shared by The Ordinary, NIOD, & more. (@deciem) on May 31, 2020 at 2:22pm PDT

Deciem, non solo ha donato 100.000 dollari a Black Lives Matter e al NAACP Legal Defence & Educational Fund, ma ha anche dedicato al movimento le sue Instagram Stories, invitando i suoi followers a condividere i propri messaggi.

ANASTASIA BEVERLY HILLS

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Anastasia Beverly Hills stands in solidarity with the Black community. We are pledging 1 million dollars towards the fight against systematic racism, oppression, and injustice. This weekend, we began with a donation of $100,000 across the following organizations: Black Lives Matter, The Innocence Project, The NAACP Legal Defense and Education Fund, Black Visions Collective, and The Marshall Project. We are taking the time internally to discuss new initiatives that will financially support Black owned businesses and artists in the beauty industry. When the details have been finalized, we will announce the process for submission or nomination, and we will update you monthly on recipients. We vow to remain constant and vocal supporters of equality. We vow to use our platform and our privilege to amplify the voices of marginalized groups that deserve to be heard. Thank you to our community for being a continued source of inspiration and accountability. #BlackLivesMatter

A post shared by Anastasia Beverly Hills (@anastasiabeverlyhills) on Jun 1, 2020 at 12:45pm PDT

Come Glossier, anche Anastasia Beverly Hills si è impegnata a donare oltre 1 milione di dollari nella lotta contro il razzismo sistematico, l'oppressione e l'ingiustizia. Il primo step è stato versare 100.000 dollari a Black Lives Matter, The Innocence Project, NAACP Legal Defence and Educational Fund, Black Visions Collective e Marshall Project.

HONEST BEAUTY

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Being Honest means talking about the things that hurt, the things that are the most difficult, even when it’s uncomfortable. We’re heartbroken to see what is happening and we are committed to a world that is safe for everyone. We’re all in this together and we will lead with awareness, empathy and honesty to advocate for equality.⁣ ⁣ As a company, we always strive to foster and support a diverse and inclusive environment. We are taking action by donating $100,000 to organizations fighting racial injustice, including the NAACP Legal Defense and Educational Fund and the Equal Justice Initiative. Additionally, Honest has committed to matching all employee donations made towards civil rights organizations.⁣ ⁣ We cannot change the past, but we can be the change we want to see for our future.⁣ ⁣ *Update* We believe in encouraging honest conversations. We have noticed a minor grammar error in our post but have chosen to keep the image online to support and respect the open dialogue occurring on the post.

A post shared by Honest Beauty (@honest_beauty) on May 30, 2020 at 9:19pm PDT

L'azienda di Jessica Alba ha donato 100 mila dollari alle organizzazioni che combattono l'ingiustizia razziale, tra cui il NAACP Legal Defense and Educational Fund e la Equal Justice Initiative. Inoltre, Honest Beauty si è impegnata a far corrispondere tutte le donazioni dei dipendenti alle organizzazioni per i diritti civili.

SEPHORA

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“In these times, I am reminded that we still have a lot of work to do. But we will do our part…” Click the link in our bio to read an open letter to our Sephora colleagues and community from Sephora America’s CEO Jean-Andre Rougeot

A post shared by Sephora (@sephora) on May 30, 2020 at 5:30pm PDT

In una lunga lettera, Sephora annuncia il suo sostegno alla black community. Da oggi sarà possibile convertire i propri punti del programma Beauty Insider rewards in donazioni verso la National Black Justice Coalition, un'organizzazione per i diritti civili che si occupa di dare potere ai membri neri della comunità LGBTQ, ma anche a porre fine al razzismo, all'omofobia e alla stigmatizzazione. Una donazione di $10 USD sarà effettuata per ogni 500 punti guadagnati.

SUNDAY RILEY

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Un post condiviso da Sunday Riley Europe (@sundayrileyeurope) in data: 1 Giu 2020 alle ore 8:51 PDT

La fondatrice di Sunday Riley, che proviene da Houston, la stessa città di George Floyd, ha promesso una donazione di 50.000 dollari al NAACP Legal Defense Fund, ma anche ad altre organizzazioni di base a Houston.

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Come i beauty brand stanno supportando il movimento Black Lives Matter