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Sephora is known for its pretty stellar Beauty Insider rewards program, which allows you to trade earned points for free sample products. However, the beauty mega-giant just made the program even better in the name of racial justice and equality.
Now, Beauty Insiders can turn their rewards points into donations to the National Black Justice Coalition, a non-profit serving and supporting Black LGBTQIA+ people through policy reform and education.
Sephora’s announcement comes on the heels of Black Lives Matter protests around the country, after the deaths of George Floyd, Ahmaud Arbery, Breonna Taylor and several other Black people after run-ins with police. The decision to donate to a Black queer organization also comes during Pride month, when LGBTQ people celebrate community and reflect on struggle.
So how does it work? Well, Sephora customers have the choice to donate 500, 1,000 or 1,500 points through the “Rewards Bazaar,” which equates to $10, $20 and $30, respectively. Notably, you don’t need to make a purchase to cash in your points for donation.
In a statement released to Insider, a Sephora rep said, “We believe unequivocally that Black Lives Matter and we are committed to using our platforms and resources to stand against racism and injustice, to amplify Black voices, and celebrate the beauty and diversity of Black lives.”
The representative additionally said Sephora has donated more than $1 million to support Black non-profits like National CARES Mentoring Movement, the Center for Urban Families, the NAACP, the National Black Justice Coalition, and the National Black Coalition on Black Civic Participation Black Women’s Roundtable.
“This is not the beginning of our work and will not be the end,” the rep added.
There are, however, some considerations to take before donating. Slate Magazine points out that the new donation trade allows Sephora a tax write-off on all donations, not individual customers. Some activists, according to the news outlet, argue that giving this way is not the most direct way to donate.
For instance, Sephora allows customers to trade in 500 points for $10 off their purchase. Some activists argue doing this instead, then donating $10 directly to a nonprofit. They say this is a better way to donate, allowing the individual to get the tax write-off and avoid a big business mediator.
Just one year ago, Sephora came under fire after singer SZA reported she was racially profiled in one of the retailer’s California locations. Soon after, Sephora required all employees to attend inclusivity training and launched the We Belong To Something Beautiful inclusion campaign, which the brand said was in the works before the incident.
Although you don’t need to make a purchase to cash in your points, this is Sephora, after all. You’re bound to shop when you visit the site to donate, especially if you’re a beauty enthusiast.
So, while you peruse Sephora’s countless brands, be sure to check out these six Black-owned brands sold at the retailer.
1. Adwoa Beauty
3. KNC Beauty
6. Fenty Beauty
If you found this story helpful, you might like to check out how to support the Black Lives Matter movement and protestors.
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