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In the past two years, we’ve talked about the #PullUporShutUp challenge, a campaign started by Sharon Chuter, founder and CEO of Uoma Beauty. It was a movement to get brands to release the number of Black people employed in both corporate and leadership roles. Now, for Black History Month (and just because it’s an important cause), Chuter is continuing her activism with the third annual Make It Black campaign and corresponding products. This movement raises funds for the new Pull Up For Change Impact Fund, which provides capital to emerging Black founders, but also helps shift perceptions around what “black” means.

Have you looked up “black” in the dictionary lately? In an open later to the Oxford English Dictionary and Merriam Webster Dictionary, Chuter states the definition of black and some of the negative synonyms. “Your definition today still reads ‘characterized by hostility or angry discontent,’ ‘not conforming to a high moral standard; morally unacceptable,’” she writes. She’s requesting these companies change these outdated ideologies.

“Language plays a critical role in how we perceive the world,” Chuter said in a statement. “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.”

Not only can you help by signing the petition, but you can also shop some stellar beauty products to support the important cause. Some of our favorite brands including E.l.f. Cosmetics, ColourPop Cosmetics, Neutrogena and UOMA Beauty repackaged their most iconic products in sleek black. One hundred percent of the gross profits from ColourPop Cosmetics, E.l.f. Cosmetics, and UOMA Beauty’s limited-edition iconic black products, and a $100,000 donation from Neutrogena, will be contributed to Pull Up for Change Fund. 

These products look so chic and you’ll want to have them in your bathroom. Shop some of the limited-edition collection, below.

colourpop lipstick

Make It Black.

ColourPop Aeronaut Crème Lux Lipstick

This lightweight silky lipstick now comes in a chic, bold black.

elf lipstick

Make It Black.

E.L.F. Cosmetics O Face Satin Lipstick in All Night

Or grab E.L.F.’s satin-finish lipstick in jet black.


Make It Black.

UOMA Black Magic Palette

This 10-pan palette features the new color shifting duochromatic formula alongside highly pigmented mattes. Add Badass Icon Matte Lipstick in Elaine for the ultimate statement.



Make It Black.

Neutrogena Makeup Remover Cleansing Towelettes

Shop the Make It Black makeup remover wipes in Walmart stores.

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