In early June, at the height of the Black Lives Matter movement, numerous beauty brands
responded to the recent and long-overdue wave of support for racial justice and equality. Glossier
was among them.
The skin-care and makeup brand, worth over $1.2 billion, recognised its privilege in being able to
secure funding, and announced on Instagram on May 30th its pledge to support the Black
community by donating $1 million across non-profit organisations and initiatives.
The public application process for a Glossier grant, which closed in early July, was straightforward:
Any US-based Black beauty entrepreneur selling cosmetics, skincare, or products for face, body,
or hair could apply for a grant of $10K (£8,000), $30K (£25,000), or $50K (£41,0000), depending on the stage of their business.
The company said it received nearly 10,000 applications from Black-owned businesses, before
selecting its final recipients, divided into "growth-stage" businesses, those launched over 12 months ago that are working to scale operations; "early-stage" businesses, those launched in the
past 12 months working to grow a customer base; and "pre-launch" businesses that have a
finalised business plan and are set to launch within the next 12 months.
Last Wednesday, Glossier finally revealed the names of the 16 chosen brands to receive the
grants as part of its initiative. The impressive list of innovators and entrepreneurs includes Golde, a
superfood-infused wellness and beauty brand, etiologic, a results-driven, plastic surgeon-created
skincare line, Hanahana Beauty, clean, hand-crafted skincare products, and Melanji hair, a line of
textured hair extensions, to name a few. Grants have also been awarded to soon-to-launch brands
such as Pound Cake, a line of lipsticks.
In addition to providing grant funding, Glossier said it will spotlight each business individually on its
social media channels, each founder will be paired with a relevant advisory at Glossier to help in
growing their individual business for long-term success. The end goal: To make each of the 16
companies household names, like Glossier itself.
The companies initiative is an inspiring example of how successful brands can use their resources
to uplift a new generation of entrepreneurs and change the beauty industry for the better. Although
Glossier created this initiative in response to the national reckoning on racial injustice, black-owned
businesses should continue to be supported every day of the year by all of us.
By Natalie Reppas