March 16, 2021
At the end of May last year, as protests exploded over police killings of Black Americans, numerous fashion and beauty companies went online to post their messages of support for the Black community and the Black Lives Matter movement, as well as to pledge their own commitments to change.
Instagram was a preferred channel for these declarations. It’s become a vital way for companies to connect directly with audiences, and its photo-based sharing has made it particularly powerful for fashion and beauty brands. Companies published statements expressing solidarity, posted black squares for Blackout Tuesday, and collectively acknowledged a need to do better.