Consumers are demanding more diversity within the beauty industry. Demanding stores offer more brands to demonstrate a more inclusive reflection of their shoppers. Recently, retail company Nordstrom announced the unveiling of its “An Inclusive Beauty” category for online and in stores after customers requested more Black-founded and owned brands.
“We heard from our customers that they are looking for Black founded brands as well as beauty products created for everyone’s needs no matter their skin or hair type, tone, complexion, or texture. We worked to broaden our assortment based on this customer feedback,” said Autumne West, Nordstrom’s national beauty director, in an interview with BLACK ENTERPRISE via email.
“We’re committed to improving the diversity of products and brands we work with across our business, including within our Beauty offering. Customers have told us they want Nordstrom to offer more products that meet the needs of everyone, no matter their skin or hair type, tone, complexion, or texture, as well as those that are uniquely designed by and for people of color. They’ve also told us they want it to be easier to find and shop these products in one place. In response to that feedback, we’re excited to launch our Inclusive Beauty category online and in 27 stores.”
The new category has been able to propel numerous Black-owned businesses including Afro-Dominican entrepreneur Lulu Cordero with Bomba Curls who received a call from the retail giant to bring her brand to its shelves as part of the curation. “They appreciated the fact that Bomba Curls is a brand on a mission to broaden the spectrum of beauty and also celebrate the beauty of our natural hair textures,” said Cordero to BLACK ENTERPRISE through email. “I am also extremely particular about the quality of our ingredients—Nordstrom loved the pride and attention to detail that goes into manufacturing our products. We were aligned on all levels.”
Codero says the move into Nordstorm’s stores has elevated her brand and allowed more customers to try her products. “The opportunity to work with Nordstrom has been a huge blessing for us. Our products are now accessible to customers across the country and new customers can discover us every time they set foot into stores,” she said. “I feel so proud that Bomba Curls is not only bringing representation to retail shelves but also showing that Black-owned brands also create stellar products and belong in retail.
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