Glossier has taken to Instagram to share its commitment to the black community and fight against systemic racism and white supremacy. Alongside statements of solidarity, the popular beauty brand was praised for investing in action with a donation on par with big tech giants.

Whether starting a Black business grant like Glossier or spearheading the Pull Up or Shut Up movement as Uoma Beauty's founder did, people want to see how beauty brands are being allies. After getting called out for systematic racism, L’Oréal is releasing a beauty book for people of color.

The parenting industry is a lucrative market but tends to be dominated by White voices while women of color are left out of the conversation. Sugaberry is changing the narrative with a media platform dedicated to celebrating the ups and downs of motherhood for Black and Brown women.

In the wake of the Black Lives Matter movement being reignited by the death of George Floyd, brands are taking to social media to express solidarity and support. But as people expect increased transparency and accountability from companies, they are being asked to ‘pull up or shut up’.