Beauty Companies Are Revealing Diversity Statistics and Efforts in #PullUpOrShutUp Challenge


On June 3, in support of the Black Lives Matter movement, Uoma Beauty founder Sharon Chuter issued an industry-wide challenge called #PullUpOrShutUp. Aiming to point out the beauty industry’s lack of Black representation and organizational inclusion efforts, Chuter’s challenge urged brands to share how many of its employees are Black — and how many of those Black employees are in positions of leadership.

The #PullUpOrShutUp challenge, as Chuter shared on Instagram, serves as a litmus test for gauging which brands understand the importance of hiring and supporting Black people. “Your favourite brands are making bold PR statements about their support for the black community,” she wrote on June 3. “Please ask them how many black employees they have in their organization (HQ and satellite offices ONLY) and how many black people they have in leadership roles. For the next 72 hours DO NOT purchase from any brand and demand they release these figures Ask them to PULL UP or SHUT UP.”

Five days later, cosmetic companies with diverse and not-so-diverse teams are still responding to the #PullUpOrShutUp challenge in droves and are acknowledging the responsibility they have to actively hire more Black team members, especially in executive positions. Additionally, Chuter has set up the Instagram account @PullUpForChange to track and document beauty companies’ responses to her challenge.

Below, see 12 companies’ responses to the call for action. If you want to see another specific brand’s numbers, you can look for them on the Pull Up For Change Instagram page.

Kylie Cosmetics

“13% Black; 47% BIPOC; 53% White; 100% Woman-Identifying.

Kylie Cosmetics is here for Pull Up for Change, for our team, and for the Black community. We are proud of the diversity within our company, with a team of Black, White, Asian, Native American, Hispanic, and Middle Eastern women. As our team grows we commit to a continued focus on ethnic diversity in the workplace and the recruitment of Black employees. The numbers you see above represent the people at our Kylie Cosmetics/Kylie Skin HQ. Our leadership team is made up of two people, @Kyliejenner and @KrisJenner. Thank you @pullupforchange and @heysharonc @uomabeauty for bringing an important issue to the forefront of the conversation in our industry.”

Ulta Beauty

“We’re proud to have Uoma Beauty and founder Sharon Chuter in our family of brands. So we’re pulling up to her challenge. We recognize that we have work to do, and we will. Here is where we stand today.





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