Beauty Bakerie Will Now Recognize Juneteenth Instead of the Fourth of July

Black-owned beauty brand Beauty Bakerie has announced that they will be recognizing Freedom Day instead of Independence Day. 

Beauty Bakerie has been very vocal about the Black Lives Matter movement, creating a page on their official website dedicated to Black Lives Matter. The company recently proclaimed that instead of recognizing the Fourth of July, they’ll be celebrating June 19th, or Juneteenth, an American holiday commemorating the end of slavery in the United States. “It’s important we all do what we can do within our scope and our reach to dismantle systems put in place that ignore the value of any life,” the company wrote on a recent Instagram post. “We will recognize the day we were ALL free. We have to be bold about it. It can’t be tolerated on ANY level.” 

Beauty Bakerie has also been transparent with its demographics, releasing a statement that their executive team of decision-makers is 75% Black, and their Board of Directors is 60% Black. Furthermore, their investor base includes eight Black individuals.

“We’ve worked actively to dismantle microaggressions, hatred, and bigotry within the beauty space,” the company wrote on their website. “Our mission ‘to be sweet and sweeten the lives of others’ calls for it. We’ve sought to make this a space where everyone felt valued. We have no intentions on stopping either.”

Beauty Bakerie is a company known for its charitable work as well as its activism: Beauty Bakerie CEO Cashmere Nicole created the nonprofit organization Sugar Homes in 2016 to provide care to orphaned children in Uganda. 

Follow @beautybakeriemakeup on Instagram to keep up to date on the brand and @sugarhomes to learn more about Nicole’s nonprofit.