Not long ago, beauty brands would often take a neutral position on many issues - especially when taking a stance might spark a heated debate. This is no longer the case, at least for the majority of beauty brands and the issue of racial inequality -- and since the tragic death of George Floyd.

Today, on June 2, beauty brands, along with social media users around the world, are showing support for #BlackLivesMatter and the #BlackoutTuesday movements, including the online 'protest' #TheShowMustBePaused.

The idea is to share black squares on social media in an effort to “pause” all conversations that aren’t related to the pressing issue of racial injustice. (Perhaps taking a cue from Governor Cuomo putting New York City 'on pause' during this pandemic.)

Blackout Tuesday began Jamila Thomas, senior director of marketing at Atlantic Records and Brianna Agyemang, a former Atlantic executive who is now senior artist campaign manager at Platoon created The Show Must Be Paused movement.  

Originally intended to call on members of the music industry to “take a beat for an honest reflective, and productive conversation about what actions we need to collectively take to support the black community” -- it quickly caught on across all industries, including beauty. 

Spiraling into a global effort, the movement is inspiring hundreds of thousands of social media posts. Organizers say the movement will continue beyond today - and "a plan of action will soon be announced." 

Beauty Calls for Racial Equality 

Scrolling through social media, especially Instagram, you’ll find many beauty brands commenting on racial equality this week and showing support, in various ways. 

Fenty Beauty’s entire website is black today — the company says it has ‘paused’ all its business for 24 hours, following Blackout Tuesday.

Fenty Beauty states on its website and Instagram, "The fight against racial inequality, injustice, and straight up racism doesn’t stop with financial donations and words of support. In solidarity with the Black community, our empolyees, our friends, our families, we are proud to take part in #BlackoutTuesday.

Fenty Beauty will not be conducting any business on Tuesday, June 2.

This is not a day off. This is a day to reflect and find real change. This is a day to #PullUp."

Benefit Cosmetics also took a strong stance today by posting a large black box across its website and social media pages with this message: "We’re pausing our regularly scheduled beauty content and shuting down our website to make space for black creators, brands, activists, artists, and community members to be seen and heard.”

MAC Cosmetics (our Beauty Company of the Year) posted the message of solidarity above with a black background. Speaking out on controversial issues is what MAC has always done best, as the brand reminds us with this post, “Since 1984 we have advocated for all ages, races, genders - and we will continue to do this.”

Marc Jacobs Beauty quoted Martin Luther King Jr. in its post, “There comes a time when Silence is Betrayal.”

Lime Crime stated, “Lime Crime stands with the family of George Floyd and the rest of humanity demanding justice against racial inequality.”

Urban Decay Cosmetics posted a black screen on its Instagram with the message, “Silence Is Not An Option Speak Up.”

Supporting Black-Owned Beauty Brands

Many beauty brands are also showing support by posting lists of black-owned beauty brands. Others are making donations to various organizations.

Glossier, keeping its brand identity, turned its photo solid pink on social media, rather than black — and announced it is donating $1 milion to help fight racial inequality.

Glossier states that half will be donated to “organizations that focus on combating racial injustice - Black Lives Matter, the NAACP Legal Defense & Educational Fund, the Equal Justice Initiative, the Marsha P. Johnson Institute, and We the Protesters.” The other half will be given as grants to black-owned beauty businesses.

Anastasia Beverly Hills is also donating $1 million, dividing it up similarly to Glossier’s plan.

Carol’s Daughter also made donations - but chose to honor the moms of victims of racial injustice with this photo and a post: “In an effort to fight the injustice that takes the lives of too many of our sons and daughters, we are donating to Black Lives Matter, Color of Change, and Your Rights Camp in honor of Tamika’s daughter (Breonna Taylor), Wanda’s son (Ahmaud Arbery) & Larcenia’s son (George Floyd).

Another brand, Cocokind, posted, “We vote with our dollars. Here are some back-owned businesses in our skincare/beauty industry that we ask you to show up for, support, and provide the opportunity to succeed.”

See These Posts & More in the Slideshow:

Beauty Brands Take a Stand for Racial Equality in America