Beauty consumers have demonstrated that their buying habits can be a form of activism. Now, brands want to be activists, too.
In the aftermath of the Minneapolis police killing of George Floyd in May, beauty consumers took to social media to demand that the brands they patron take a stance against racism and police brutality. Some brands were more proactive than others in issuing statements of solidarity, pledging donations to relevant causes and forming diversity and inclusion advisory boards or other initiatives. Some, mustering the least amount of effort, posted simple black squares.
Shea Moisture was one of the first