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Published July 24, 2020
Published July 24, 2020
Photo: Eye for Ebony via Unsplash

The BLM protests have highlighted a number of systemic racism issues in America, and more than ever before, people are paying attention to where they spend their money and the brands they support.

Along with other beauty retailers, Target is stepping up and rolling out an online feature to make it easier for customers to identify and shop from Black-owned or Black-founded brands. The small beige-colored symbol is distinct and identifiable, with five multi-toned hearts that signify different skin colors—the multiple shades of brown and beige hearts serve to identify Black-owned businesses in Target’s online store. Customers will be able to locate the badge within the product details section and the “at a glance” category. Target made the announcement on its Instagram as a part of its initiative to help Black-owned brands within the store thrive.

“We have carried a number of Black-owned brands for years and continue to listen to guests to ensure we offer a compelling and relevant assortment that supports our guests’ needs,” said the company in a statement according to Allure. “Based on what our guests are searching for, we have started to implement icons online to help our guests find and support Black-owned brands and founders when they shop online.”

Beauty, like other industries, has a long way to go in terms of inclusivity and diversity, but initiatives like Target’s are a step in the right direction.


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