Sharon Chuter + “Pull Up For Change” team up with beauty brands to relaunch “Make It Black” campaign

Sharon Chuter and Pull Up For Change re-launch the Make It BLACK campaign with new beauty brand partners to continue to shift perceptions around what it means to be Black and raise funds for the Pull Up For Change Impact Fund, which provides capital to emerging Black founders.

Teaming up with 8 beauty brands, Make It BLACK launches February 3, for Black History Month. Participating brands include UOMA Beauty, e.l.f. Cosmetics, M∙A∙C Cosmetics, Mented, Morphe, Flower Beauty, Ulta Beauty, and IPSY/Boxy.

Following a successful launch in February 2021, in which over $400,000 was raised and deployed to eight emerging black business founders at Essence Festival of Culture, Sharon Chuter and her non-profit organization, Pull Up For Change are re-launching the Make It BLACK campaign for Black History Month 2022 with new beauty partners.

After the disruptive launch of Pull Up For Change and the #PullUpOrShutUp campaign in June 2020 – a social call-to-action that demanded companies to publicly disclose the number of black employees in their corporate office and leadership roles to help dismantle a system that has led to low economic participation for black people – Sharon Chuter and Pull Up For Change shook up the beauty landscape once again with the launch of Make It BLACK, a breakthrough campaign delivering iconic beauty products in limited-edition black packaging to redefine what it means to be Black and raise funding for black founders.

The Make It BLACK campaign deals another blow to systemic racism by reclaiming the word black and making consumers understand that black is nothing but beautiful. Make it BLACK is making a bold statement to change the inaccurate and dangerous negative perception in society of the word and instead reframe and refocus on the beauty of Black. Afterall Black is the color of absolute luxury – it’s chic, classic, timeless, and iconic.

The Make It BLACK campaign’s PETITION – which was created to get the Oxford English Dictionary and Merriam Webster Dictionary to update their definitions of the word black immediately – already has over 6,220 signatures and counting. As an integral part of the petition and campaign, Sharon Chuter herself has written an OPEN LETTER to the Oxford English Dictionary and Merriam Webster Dictionary, and is writing 6,200 additional letters – in support of each petition signature – to push upon the dictionaries and advocate for real change.

“Language plays a critical role in how we perceive the world,” says Sharon Chuter. “The function of language goes beyond expressing ideas and concepts, it shapes thought and defines our collective consciousness. Language should be neutral, unbiased and reflective of our current realities. It is in this regard that the dictionary has work to do.”

For this year’s Make It Black campaign, Pull Up For Change is partnering with established beauty brands – e.l.f., Flower Beauty, M∙A∙C Cosmetics, Mented, Morphe, and UOMA Beauty – to repackage their most iconic products in black. These limited-edition products will be available for purchase throughout February (Black History Month) and will be sold online with Ulta Beauty, through IPSY and BoxyCharm’s subscription boxes, and via the Make It BLACK and participating brands’ websites.

100% of the gross profits from the limited-edition iconic black products will be contributed to the PULL UP FOR CHANGE Impact Fund, which deploys capital to black-owned businesses and are allocated as grants to emerging black founders. Last year, the campaign raised over $400,000 which was deployed as grants to eight black female founders.

“As a Black Female founder, I understand, first-hand, the struggles of raising capital or accessing funding,” says Sharon Chuter. “In fact, I am one of only 93 Black women in the history of America who have raised over $1M for startups. On the other hand, the average white male receives $2.1M to fund their start-ups. We have a long way to go to create true economic equality and there is no equality without equity. This is where I am proud to play a small part in supporting other Black female founders to make their dreams a reality, and to truly get the seat at the table that they very well deserve”.

“Ulta Beauty is proud to join Sharon and Pull up For Change to empower Black beauty and drive meaningful change in our industry,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty. “As a values-based company, we share the passion to shape how the world sees beauty and the intention to build greater equity for Black founders. Make it BLACK helps achieve this and we’re honored to support as the exclusive retail partner.”

The Make It BLACK iconic beauty products for retail include:

e.l.f. Cosmetics Total Face Sponge

This multi-sided sculpting face sponge has angled sides for highlighting, and rounded sides for flawless blending. The precision point is perfect for concealing imperfections and works with any of our liquid and powder formulas.

M∙A∙C Cosmetics Lustreglass Sheer Shine Lipsticks

Experience glamour in a glide with these luscious lipsticks. Blended with of good-for-lips ingredients like a creamy combination of jojoba, raspberry seed, coconut and organic extra-virgin olive oils that nourishes lips, while shea butter conditions and hyaluronic acid helps moisturize. The result? Comfortable, buildable colour, a luminous, long-wearing finish and softer, smoother and more supple lips that look as good as they feel. Pamper your pout with shades Beam There Done That, Hug Me and Thanks It’s MAC.

Morphe x Make It Black Empower Your Expression 18-Pan Artistry Palette

Empower your expression and promote positive change with this limited-edition Morphe X Make it BLACK Artistry Palette packed with bold browns, glimmers of shimmer, and pigment-packed pops.

UOMA Beauty Make It Black Color Palette and Badass Icon Lipsticks

Make It Black Carnival Color Palette: Invoke the hypnotic, spellbinding allure of your inner Carnival Queen with this limited-edition high octane, high impact and highly pigmented color palette. Lavish textures transform into ultra-thin, full colored film on the eyelids which are long lasting and water resistant.

Make It Black Badass Icon Matte Lipsticks: Available in four iconic UOMA Beauty shades, these lipsticks are highly pigmented yet lightweight, with a silky texture that leaves lips silky smooth with just one stroke. Let your inner BADASS shine through! Shades include – Elaine (Jet Black), Ruby (True Red), Eartha (Warm Nude), Maya (Pink Nude).

Make It BLACK is no longer accepting the things that historically could not be changed. It is changing the things we cannot accept. Black must be redefined.

“Somebody told a lie one day. They couched it in language. They made everything Black ugly and evil. Look in your dictionaries and see the synonyms of the word Black. It’s always something degrading and low and sinister. Look at the word White, it’s always something pure, high and clean”

– Dr Martin Luther King Jr

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