Sephora has officially become the first company to accept Aurora James’s “15 Percent Pledge” — The New York Times has reported.

Following the widespread protests in support of the Black Lives Matter movements, several new initiatives have been introduced in the fashion and beauty world to highlight the work of Black people and the importance of supporting Black-owned businesses. One of said movements is the “15 Percent Pledge,” proposed Brother Vellies founder Aurora James unveiled on May 30.

In her pledge, James urged four brands — Target, Sephora, Whole Foods, and Shopbop — to commit to buying 15% of products from Black-owned businesses. On June 10, Sephora announced it was taking the pledge on Instagram account writing, “We’re joining @15percentpledge and @aurorajames. We recognize how important it is to represent Black businesses and communities, and we must do better….

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