Nordstrom’s New Category Lets You Search for Black-Owned Brands
Nordstrom’s website now lets you search for inclusive criteria, such as Black-owned brands and beauty brands with wide shade ranges.
Nordstrom is making changes that will help make the search for Black-owned brands no longer seem like a needle in a haystack as it is with so many department stores. In June, Nordstrom pledged to deliver $500 million in retail sales to brands “owned by, operated by, or designed by Black and/or Latinx individuals” within the next five years. Some of the included beauty brands include popular clean and naturally derived haircare line Briogeo, MANTL which is co-owned by Queer Eye’s Karamo Brown, Epara, and skincare and makeup from Beauty Bakerie. You can also shop edge styling tools from Baby Tress, hair oil from Bomba Curls, and vitamin C eye cream from Beauty Stat. Hair products from lines like Oribe and Aveda and accessories like silk pillowcases and hair wraps are also included. So far, the Black-owned beauty category, a subset of the new category, has 111 products from 20 brands. In-store inclusive beauty can also be found at 27 stores across the U.S.
We at @mantlco are thrilled to a part of Nordstrom’s Inclusive Grooming initiative across 27 stores nation wide. https://t.co/lOldmvD5H8#inclusivebeauty #inclusiveskincare #bareyourgreatness #mantl #bald #balding #alopecia @Karamo
— MANTL (@mantlco) October 15, 2020
“It has always been a top priority to ensure we offer our customers an inclusive assortment that meets everyone’s beauty needs,” Autumne West, Nordstrom’s National Beauty Director, said in a press release on October 15. “We hope that by launching the Inclusive Beauty online category, we’ll make it easier for all customers to find products that meet their specific beauty needs across skin care, hair care, hair tools, makeup, and men’s grooming.”
Nordstrom is not the only store making a change to be more inclusive. Target has also added a section devoted to Black-owned or founded brands, with products ranging from home goods to fashion. The megachain also added a badge to distinguish these products while you shop.
Holiday shopping is just around the corner, so it’s the perfect time to make a difference when spending and support small and Black-owned businesses.
