Celebrity-Owned Brands Take a Stand: How Kylie Cosmetics, Fenty Beauty, and More Champion Black Lives Matter and Racial Justice

In a pivotal moment for social justice, hundreds of thousands of demonstrators across the nation rallied following the tragic death of George Floyd on May 25, 2020, at the hands of a Minneapolis police officer. This outpouring of grief and demand for change ignited a global conversation about systemic racism and police brutality, prompting individuals and organizations alike to confront long-standing injustices. Amidst this powerful movement, celebrities and their influential brands stepped forward, using their considerable platforms to advocate for the Black Lives Matter movement and commit to tangible action.

From donating significant sums to racial justice organizations to actively participating in protests and issuing strong public statements via their vast social media channels, some of the world’s most recognizable figures and their companies have demonstrated unwavering support. This era has seen a shift in corporate responsibility, with consumers increasingly expecting brands to not only acknowledge but actively contribute to social causes. A-listers like Kim Kardashian, Selena Gomez, and Rihanna, among others, have proven their commitment, revealing through their businesses that they firmly stand behind the movement for racial equality and justice.

The Resurgence of the Black Lives Matter Movement and Corporate Response

The death of George Floyd served as a catalyst, reigniting the Black Lives Matter movement with unprecedented intensity and global reach. Protests spread rapidly, demanding accountability, systemic reform, and an end to racial discrimination. This critical juncture placed significant pressure on public figures and corporations to address racial injustice head-on. Silence, in this context, was widely perceived as complicity, prompting many to re-evaluate their positions and vocally commit to change.

For celebrity-owned companies, the decision to support Black Lives Matter carried particular weight. These brands often operate at the intersection of commerce and cultural influence, with their founders embodying specific values that resonate with millions of followers. By publicly endorsing the movement, these brands not only leverage their immense reach to spread awareness but also dedicate financial resources and internal efforts toward combating racial inequality. Their actions demonstrate a commitment to corporate social responsibility, signaling to their vast consumer bases that their values extend beyond profit margins to include fundamental human rights and social justice.

The proactive stance taken by these brands reflected a broader societal shift, where authenticity and ethical alignment became crucial for consumer trust. It was no longer sufficient for companies to remain neutral; active participation in the dialogue and demonstrable action were increasingly demanded. Here are five prominent celebrity-owned companies that made their support for Black Lives Matter public and explicit.

Leading Celebrity Brands Standing for Racial Justice

The following celebrity-owned brands have utilized their platforms, resources, and influence to champion the Black Lives Matter movement. Each statement and action reflects a unique approach, yet collectively, they underscore a powerful commitment to fostering a more equitable and just society.

Kylie Cosmetics: A Call for Awareness and Action

Kylie Cosmetics, the beauty empire founded by Kylie Jenner, promptly expressed its solidarity with the Black Lives Matter movement. On May 31, 2020, the brand’s Instagram page featured a powerful quote from Martin Luther King Jr.: “There comes a time when silence is betrayal.” This impactful message was accompanied by a heartfelt caption from Kylie Jenner herself, revealing her profound concerns for her daughter Stormi’s future and the pervasive issue of racism in society.

Jenner’s statement underscored the urgency of the situation, noting, “speaking up is long overdue for the rest of us. we’re currently dealing with two horrific pandemics in our country, and we can’t sit back and ignore the fact that racism is one of them.” Her words highlighted the personal impact of racial injustice, particularly through the lens of motherhood and the hope for a better future for her child. She urged her massive following to actively participate in the movement: “My heart breaks for George Floyd’s family and friends. Don’t let his name be forgotten. keep sharing, keep watching, keep speaking out, because it’s the only way we can come together to help bring this much needed change and awareness.” Kylie Cosmetics also provided direct links to petitions and resources like justiceforbigfloyd.com, empowering its community to take concrete steps towards justice. This powerful blend of personal reflection and clear calls to action demonstrated the brand’s commitment beyond mere words.

Fenty Beauty: Unwavering Commitment to Systemic Change

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A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty)

Rihanna’s Fenty Beauty cosmetics line, renowned for its groundbreaking commitment to diversity and inclusivity since its inception, released a powerful statement on June 4, 2020. The brand, which has consistently pushed for change within the beauty industry, articulated a clear and strong stance against racial injustice. “We have a duty to fight white supremacy, systemic racism and social injustice. We want to make a difference, not just today, but EVERY DAY,” the statement read, emphasizing a long-term commitment rather than a temporary gesture.

Fenty Beauty’s message went further, asserting that “Partial justice is not justice at all—we will keep applying pressure.” This bold declaration highlighted the brand’s understanding of the deep-seated nature of racial inequality and its dedication to sustained advocacy. The statement concluded with a pledge to continue its support for Black creators and changemakers, reinforcing its foundational values. Rihanna’s personal history of activism and Fenty Beauty’s established reputation for inclusivity lent significant authenticity and weight to this powerful corporate stand, inspiring countless other brands to follow suit or deepen their commitment to diversity and anti-racism.

Rare Beauty: Empowering Voices Against Injustice

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A post shared by Rare Beauty by Selena Gomez (@rarebeauty)

Selena Gomez’s Rare Beauty, a brand built on principles of self-acceptance and inclusivity, issued a compelling call to action on June 4, 2020. Through an Instagram post, the brand firmly urged its customers and broader community to “not stay silent” in the face of racial injustice. Rare Beauty’s statement aligned perfectly with its core values, asserting, “We stand with the Black community and the fight against racism. We believe in celebrating our differences and championing diversity in all forms.”

Beyond a general statement of support, Rare Beauty provided concrete advice for engagement, encouraging its community to “use your voice.” The brand specified various impactful actions: “Text, donate, email, sign petitions, educate yourself – no action is too small.” This inclusive approach recognized that individuals can contribute to change in myriad ways. Reaffirming its commitment, the brand stated, “As we continue to build this brand, we are committed to using our platform to speak up. We will not stay silent.” This pledge from Rare Beauty solidified its position as a brand that not only sells products but also actively advocates for social change, fostering a sense of community around shared values of empathy and justice.

KKW Beauty: Championing Diversity and Fighting Racial Injustice

Kim Kardashian, a vocal advocate for criminal justice reform and social equality, ensured her brand, KKW Beauty, echoed her personal commitment to justice. Following the tragic death of George Floyd and the subsequent national protests, KKW Beauty released a comprehensive statement on its Instagram page. The brand affirmed its dedication to core values, stating, “We are a brand that celebrates beauty in diversity, equality and inclusion. It is essential to our core values and we stand in solidarity with those making their voices heard in the fight against systemic racism.”

This statement went beyond solidarity, detailing tangible actions. KKW Beauty announced its commitment to supporting and participating in the necessary changes, specifically highlighting significant donations to organizations actively fighting racial injustice. These included prominent groups such as Black Lives Matter (@blklivesmatter), NAACP Legal Defense Fund (@naacp_ldf), National Urban League (@naturbanleague), and Color of Change (@colorofchange). By naming these organizations, KKW Beauty not only demonstrated its financial support but also provided its audience with clear avenues for their own contributions, encouraging collective action for lasting change. Kim Kardashian’s long-standing public efforts in social justice added significant credibility to the brand’s powerful message.

Poosh: Kourtney Kardashian’s Platform for Action and Education

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Kourtney Kardashian, through her lifestyle brand Poosh, also joined the chorus of voices supporting the Black Lives Matter movement. On May 31, 2020, Poosh utilized its Instagram platform to disseminate a powerful message and provide valuable resources to its audience. The brand shared a moving quote by author and activist Cleo Wade, reinforcing the urgency of the moment.

The accompanying caption, penned by Kourtney, declared, “The time for action is now.” Poosh went beyond symbolic gestures, actively directing its followers to “Places to donate and actionable ways to help on our stories,” including links to various helpful resources. The brand further visually reinforced its message by sharing a picture from a protest, showcasing individuals holding signs with potent messages such as “silence = violence” and “no justice, no peace.” By offering both inspirational content and practical tools for engagement, Poosh demonstrated how a lifestyle platform could effectively pivot to address critical social issues, empowering its community to become active participants in the fight for racial justice.

Beyond Statements: The Evolving Role of Corporate Activism

The collective actions of these celebrity-owned brands underscore a significant evolution in corporate social responsibility. In an increasingly connected world, consumers expect brands to reflect their values and contribute positively to society, especially during moments of crisis and social upheaval. For brands associated with high-profile celebrities, this expectation is amplified, making their public statements and commitments particularly impactful.

However, the true measure of these brands’ commitment extends beyond initial statements. Authenticity and sustained effort are paramount. True corporate activism involves ongoing internal initiatives, such as diversifying leadership and staff, implementing equitable business practices, and consistently supporting organizations dedicated to racial justice. It also means using their platforms to educate and advocate long after the initial fervor subsides. The collective power of these influential brands, when harnessed effectively, can drive meaningful dialogue, mobilize resources, and ultimately contribute to the foundational changes needed to dismantle systemic racism and foster a truly equitable society.

Conclusion

The widespread protests following George Floyd’s death catalyzed an unprecedented wave of corporate and celebrity engagement with the Black Lives Matter movement. Celebrity-owned brands like Kylie Cosmetics, Fenty Beauty, Rare Beauty, KKW Beauty, and Poosh rose to the occasion, leveraging their immense influence and resources to speak out against racial injustice. Their statements, donations, and calls to action provided crucial visibility, financial support, and pathways for millions of consumers to engage with the movement.

These brands’ commitments highlight an evolving landscape where corporate entities are increasingly expected to take a stand on social issues. Their participation not only amplifies the message of racial justice but also sets a precedent for how businesses can and should operate as responsible global citizens. As the fight for equality continues, the sustained and authentic efforts of these influential brands will play a vital role in fostering lasting change and building a more just and inclusive world for all.