The Beauty Brands Supporting The Black Lives Matter Movement

Pledging donations and taking action

The murder of George Floyd has sparked worldwide outrage, with protests growing every day across the U.S.

As companies and celebrities react, many have been using their platforms to stand with the protesters against police violence. Even Prince Harry and Meghan Markle have spoken out.

Many beauty brands have also joined in, pledging donations in support of the Black Lives Matter movement.


The Abnormal Beauty Company, which houses brands such as The Ordinary, NIOD and Hylamide, have donated $100k across Black Lives Matter and The NAACP Legal Defence & Educational Fund.

They’ve also dedicated their Instagram stories to amplify user-created video messages in the “fight against racism and inequality”.


In a statement on Instagram, Glossier announced it would be donating $500k across “organisations focusing on combating racial injustice” and an additional $500k “in the form of grants for Black-owned beauty businesses”.

The brand ended its message with, “we see you and are with you”.


Maybelline announced it would be donating to the NAACP,  the nation’s first and largest grassroots-based civil rights organization. 

“At Maybelline we believe in inclusivity, equality and justice for all,” the brand wrote on Instagram. “Together we can make change happen.”


Pledging $100k to the ACLU, the Minnesota Freedom Fund, Color of Change and Black Lives Matter, beauty brand Biossance wrote:

“Biossance stands for equality, we stand for change, and we stand alongside those who are hurting the most right now”.

NYX Cosmetics

Drugstore beauty giant NYX Cosmetics announced donations to the Minnesota Freedom Fund and Black Lives Matter. “We stand with our Black community,” the brand wrote on Instagram.

Glow Recipe

K-Beauty favourite, Glow Recipe, donated $10k to the Black Visions Collective, a Black, Trans and Queer-led organisation dedicated to Black liberation. 

“Our hearts have been hurting as we’ve watched the injustice continually unfold over the past few days,” the brand wrote. “Let’s share resources. Let’s have this conversation. We’re stronger together.”

Kristin Ess

Kristin Ess penned a passionate caption, calling for followers to self-educate and take action in any way they can. The brand founder also announced she would be donating to the Black Girls Code, Spelman College and The Innocence Project.

Sunday Riley

Sunday Riley herself shared a heartfelt message to the brand’s Instagram, pledging $50k to the NAACP and Legal Defense Fund.

George Floyd and I are both from Houston. We actually both went to Lamar High School, though he graduated from Yates. We were separated by time. We weren’t the same age, we weren’t in the same year. But we walked the same hallways, maybe sat in the same classrooms, albeit at different moments in time. We had entirely different lives, different opportunities, and faced different challenges.  Had we both been in the exact same situation, at the exact same moment, I think it would have ended differently for me. Actually, I know it would have. That reality pierces me to my core,” she wrote.

Urban Decay

Stating that ‘silence is not an option’, Urban Decay announced it will be donating to Black Lives Matter and the Minnesota Freedom Fund.


Since announcing the brand’s first round of donations to the Minnesota Freedom Fund and ACLU, ColourPop Cosmetics have since pledged an additional $250k in support of Black communities, following the events that unfolded over the weekend.

The brand is also muting its usual Instagram content, instead using the platform to amplify melanated voices.

The Honest Company

Jessica Alba’s company has donated $100k to organisations fighting racial injustice, including the NAACP Legal Defense and Educational Fund and the Equal Justice Initiative. 

“Additionally, Honest has committed to matching all employee donations made towards civil rights organizations,” the brand wrote on Instagram.

Augustinus Bader

The luxury skincare brand loved by Victoria Beckham pledged donations across the NAACP Legal Defense Fund, Black Lives Matter and the Innocence Project.

E.l.f Cosmetics

The much-loved cosmetics brand announced a $25k donation to Color of Change, “to help support their efforts to fight injustice and create a more human world for Black people in America.”

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