Future of Beauty's 20 for 2020
Twenty of the year's most impactful forces in the beauty industry.
ELLE
Last year, we highlighted eight people, places, and purposes shaking up the beauty industry as we knew it. But, as we all know, 2020 was a year unlike any other. Despite the circumstances, many people and brands stepped forward with monumental initiatives that helped restore our faith in good ideas and good people. Behold, our look back on what may be the most significant years of our lives, and of the beauty industry's, too.
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In a pivotal call to action that may define shopping in 2020, James, the fashion designer of Brother Vellies, urged retailers to commit 15% of their shelf space to Black-owned brands—a number that mirrors the population of Black people in the US and a commitment that boosts economic and creative success for Black business owners. As the petition caught momentum, huge stores stepped forward to commit, including Sephora, Macy’s, and West Elm. “We’ve been learning how we can apply the 15 Percent Pledge to each of their business models,” James told ELLE in September. “We work very closely with those brands that make the commitment to the Pledge and create a tailored strategy that will allow them to hit the 15% mark.”