In the previous yr, the phrases “variety,” “dedication,” “inclusion,” have been thrown round the magnificence trade a lot—spawned by protests calling for justice for the deaths of numerous Black lives, together with Breonna Taylor and George Floyd—it seemingly elicits a watch roll every time an organization employs the phrases for a marketing campaign or announcement. The racial injustices occurring exterior the trade held up a mirror to the injustices inside the magnificence area, specifically the dearth of alternatives for Black founders and shelf area of Black-owned manufacturers. Companies sang the identical variety tune however fell flat when it was time to take heart stage to again up their phrases with actions. But there have been a couple of exceptions. Enter: Ulta Beauty Muse.Announced in February of this yr, Ulta Beauty’s MUSE marketing campaign is the magnificence behemoth’s reply to its clients’ considerations about Black illustration in its shops. “With any DE&I initiative, we start by opening the work with mindfulness round our blind spots as people, deeper dive into visitor insights, and an audit of the panorama and trade gaps. This permits us to higher perceive how we are able to make significant change with out being insensitive,” Karla Davis, VP of Integrated Marketing at Ulta Beauty, tells ELLE.com. The firm dedicated to an bold plan to persistently have fun underrepresented manufacturers inside the trade, utilizing MUSE as a platform to deal with the points in the magnificence area by dedicating “time, area, and assets to those vital voices.” Ulta Beauty’s MUSE—which stands for Magnify, Uplift, Support, Empower—will dole out $25 million in 2021 that can primarily concentrate on amplifying manufacturers and increasing the Black-owned manufacturers in their assortment. Among the firm’s bold rollout plan comes its newest transfer—MUSE 100, a celebration of the most influential and impactful voices in magnificence—launching immediately, September 22. “We proudly debuted MUSE: Magnify, Uplift, Support, Empower, to have fun, honor, and amplify Black voices in magnificence and it lets us shine a lightweight on daring, good and delightful Black individuals who have defied and outlined limits. To me, a MUSE is an inspirational one that makes use of their voice to gas their ardour. They inspire, they drive change, they’re fearless in their pursuit and powerful in their conviction,” says Davis. “We are celebrating 100 inspiring Black voices in magnificence. Debuting the MUSE 100 permits us to offer these inspiring individuals a higher platform to achieve and encourage extra individuals and to proceed impacting and influencing this trade.” With the launch of MUSE 100, Davis, who spearheads the initiative, says this is not simply a possibility but additionally “an obligation to assist drive change in the trade and the world.” To assist slim the record right down to 100 honorees, Davis enlisted a gaggle of tastemakers from every nook of the magnificence trade who proceed to help, uplift, and affect their communities via their respective work, together with Ulta DE&I advisor Tracee Ellis Ross, Cosmopolitan’s magnificence director Julee Wilson, co-founder of Melanin Haircare Whitney White and superstar stylist Mecca James Williams. “The MUSE 100 acknowledges a wide range of deserves together with imaginative and prescient, management, and the means to stimulate change, uphold values and champion inclusivity,” Davis provides. Each honoree falls into 10 totally different classes: Makeup Magicians, Hair Raisers, Well Makers, Fearless Founders, Story Shifters, Luminous Leaders, Executive Excellency, Culture Creators, Style Setters, and Next Gen. Not solely will they be featured on Ulta Beauty’s MUSE 100 web site and socials, however honorees can be awarded a $10,000 grant to assist help their mission and influence. See the full record of Ulta Beauty MUSE 100 honorees under. Makeup Magicians: Those making the world extra stunning – artists and innovators in make-up.Dev Doee Makeup artist and chief artistic officer of We Are FluideRaisa Flowers Makeup artist and modelJaleesa Jaikaran Natural make-up artist and content material creatorRenee Loiz Celebrity make-up artistKay-Lani Martinez Beauty content material creator Darius McKiver Makeup artist and content material creator Kenneth Senegal Makeup artist and storytellerUzo Ukaeje Director of worldwide artistry for NARSMichela Wariebi Makeup artist and educator Alana Wright Emmy-nominated make-up artistHair Raisers: Stylists and influencers altering the hair recreation one lock, braid, twist at a time.Yene Damtew Celebrity hairstylist and salon proprietor Vernon Francois Celebrity hairstylist and educator Tiffini Gatlin CEO and co-founder of Latched and Hooked Beauty Rochelle Graham-Campbell Content creator, CEO and founding father of Alikay Naturals Felicia Leatherwood Celebrity pure hairstylist and wonder speaker Michelle O’Connor Global creative director and hair stylistJewellianna Palencia Haircare guru Lacy Redway Celebrity and vogue hairstylist Pekela Riley Celebrity hairstylist, salon proprietor and educator Myleik Teele CEO and founding father of curlBOX Style Setters: Icons and trendsetters in in the vogue area.Nana Agyemang CEO and founding father of EveryStylishGirl Kahlana Barfield Brown Fashion and wonder editor Kellie Brown Content creator and founding father of And I Get Dressed Brandice Daniel Founder and CEO of Harlem Fashion Row Naomi Elizee Market editor at Vogue Gabi Gregg Style influencer and physique positivity activist Antoine Gregory Fashion guide and founding father of Black Fashion Fair Hannah Harris Creator of Brown Girl Hands Rajni Jacques Global head of vogue and wonder at Snap Inc Kia Marie Stylist and content material creatorWell Makers: Leaders and founders celebrating the great thing about wellness and psychological well being.Tai Beauchamp, Malaika Jones & Nia Jones Founders of BROWN GIRL Jane Aeshia DeVore Branch Founder of Pretty Girls SweatIvirlei Brookes Actor, entrepreneur, founding father of Mavenelle Dr. Jessica Clemons Board-certified psychiatrist Alexandra Elle Author, licensed breathwork coach and author Denise Francis Founder and CEO of The Self Love Organization Camesha Jones Founder of Sista Afya Community Mental Wellness Dr. Caroline Robinson Board-certified medical and beauty dermatologist Millana Snow Entrepreneur and well being and wellness coachTrinity Mouzon Wofford CEO and co-founder of Golde Story Shifters: Those telling the tales of Black magnificence.Deanii Scottie Beam Media persona and mannequin Sesali Bowen Writer and physique positivity activistKeah Brown Author, author and incapacity activist Rachel Cargle Author, speaker and activist Marjon Carlos Journalist, writer and public speaker Matthew A Cherry Film director, author and producer Michaela Angela Davis Writer, activist and cultural commentatorAkilah Hughes Writer, comic, YouTube personalityJari Jones Actress, mannequin & LBGTQ activist Jasmine Mans Poet and artist Culture Creators: Influencers, makers, and content material curators driving tradition immediately and tomorrow.Luvvie Ajayi Author, speaker and podcast host Brooke Devard Ozaydinli Podcast host and content material creator Alexis Feacher Content creator Joshua Kissi Entrepreneur specializing in images and filmmaking Devin Norelle Nonbinary mannequin, advocate and author Reyna Noriega Author, artist and educator Laurise McMillian Content technique editor at Refinery29Lola Ogunnaike Entertainment journalist Candace Reels Founder of the Female Collective Karleen Roy Founder of The Vanity Group Luminous Leaders: Changemakers and entrepreneurs main and lighting the means.Sandrine Charles Co-founder of Black in Fashion Council Sharon Chuter Founder and CEO of UOMA Beauty and Pull Up for ChangeErica Douglas Cosmetic chemist and founding accomplice of mSEED group Char Ellesse Founder of Girls Will Be Boys Bethann Hardison Fashion mannequin and advocate Aurora James Creative director, activist and founding father of Brother Vellies Candace Marie Social media guide and founding father of Black in CorporateShirley Raines Founder of nonprofit Beauty2TheStreetz Nayamka Roberts-Smith Esthetician, LABeautyologist Chrissy Rutherford & Danielle Prescod Brand consultants and founders of 2BG ConsultingExecutive Excellency: The bosses of magnificence, movers and shakers making an influence in the trade.Susan Akkad SVP, native and cultural platforms at Estee Lauder CompaniesKendra Bracken-Ferguson Founder of BrainTrust Tiffani Carter VP Marketing at Thrive Causemetics Erica Culpepper General supervisor at L’Oreal Esi Eggleston Bracey EVP and COO of Beauty and Personal Care at Unilever Ernest James Founder of Noire ManagementDana Oliver Senior director of content material and communications at StyleSeat Aja Robinson Global gross sales director of Fenty Tomi Talabi Communications at Pinterest, co-founder of The Black Beauty Club Tristan Walker Founder and CEO of Bevel and Walker and Company Brands Fearless Founders: Those altering the face of magnificence and taking cabinets by storm.Keenan Beasley Founder and CEO of Suday ll Sunday Bea Dixon Founder and CEO of The HoneyPotCo Shontay Lundy Founder of Black Girl SunscreenDiarrha N’Diaye-Mbaye Founder and CEO of Ami Cole Jamika Martin Founder of ROSEN Skincare KJ Miller & Amanda Johnson Co-founders of Mented CosmeticsYve Car Momperousse & Stephane Baptiste Founders of Kreyol Essence Ron Robinson Founder and CEO of Beauty Stat CosmeticsMonique Rodriguez Founder and CEO of Mielle Organics Janell Stephens Founder and CEO of Camille Rose The Next Gen Muses: Emerging younger Black leaders shaking up our world.Zandra Cunningham Entrepreneur Marley Dias Activist and author Anya Dillard Activist Sage Dolan-Sandrino Artist, public speaker and activist Jalaiah Harmon Dancer, content material creator Ziggy Mack-Johnson Stylist and designer Maya Penn Entrepreneur, animator and artist Andrea Reed Hair content material creator Haile Thomas Speaker, youth well being activist Youma Wague Founder, pure hair care
Nerisha Penrose
Assistant Editor
Nerisha is the assistant editor at ELLE.com, protecting all issues magnificence and vogue.
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