Black beauty is big business — it’s also big culture, and Sadiaa Black Beauty Guide is looking to celebrate it by launching National Black Beauty Week.
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The inaugural celebration runs August 21-27 and is designed to help “change how the world sees, celebrates, and experiences Black beauty,” wrote the company, which hosts a searchable directory and news platform created to highlight and amplify the voices of Black-owned beauty brands and entrepreneurs, in a press statement.
Black consumers — women, in particular — over-index in beauty spending by nearly 20% (and nearly 90% in ethnic hair products). However, they represent less than 2% of investor funding and face overwhelming disparities in access to marketing, resources, product choices, and services.
“Black buying power and influence do not correlate with how we experience beauty and are perceived in the beauty industry — whether as consumers or brand owners,” says Stephenetta (isis) Harmon, founder and EIC, Sadiaa.
“While much has progressed over the past decade, there is still much to do,” continued Harmon. “National Black Beauty Week represents a focused opportunity to (re)define our perceptions and celebration of Black beauty. It is also a call to action for the beauty world to move toward actual equity and representation by normalizing, instead of ‘othering,’ Black beauty.”
Sadiaa will host virtual and live events and activations to celebrate the week, including:
- “ABCs of Black Beauty” — Sun., August 21
Social media activation to kick-off celebration of Black beauty culture through curated content and “flash cards.
- “(Re)defining & Celebrating Black Beauty” — Mon., August 22 @ 6 pm CT
Virtual town hall featuring A’Lelia Bundles, the great-great-granddaughter of entrepreneur Madam C. J. Walker and brand historian for MADAM by Madam C. J. Walker; Keya Neal, founder, Texture vs Race; and Corey Huggins, founder and global CEO, Ready To Beauty
- “Breaking Beauty Boundaries” — Thurs, August 25 at 6 pm CT
Virtual popstar eyeamki has been tapped to serve as the inaugural National Black Beauty Week ambassador and participate in a special live stream.
- “Black Beauty Room & Awards”— Saturday, August 27 @ 1-4 pm CT
Sponsored by Legacy West, this event will honor Texas’ Black beauty entrepreneurs and visionaries who have helped impact Black beauty culture on a national scale. Honorees include CURLS founder Mahisha Dellinger; celebrity hairstylist Jonathan Wright; natural hair pioneer Isis Brantley; Beauty System Group at Sally Beauty Group Vice President April Holt; and Nu Standard founder Autumn Yarbrough.
For more information, visit blackbeautyweek.com.