Although most of us aren’t wearing makeup as often as we used to, experimenting with makeup and carving out that time for myself has become a major solace for me throughout the past year. Hands down, the best product discovery I’ve made is the Danessa Myricks Beauty Colorfix, which scooped up a Best of Beauty Award in 2020. If you agree with me, then you’ll be chuffed about what’s coming next.
Danessa Myricks Beauty exclusively revealed to Allure that the iconic brand is partnering up with Sephora to launch most of its products on sephora.com. The giant beauty retailer has been watching the brand’s growth for quite a while, and founder Danessa Myricks says the “official courtship” lasted around a year. “From the very beginning, [Sephora has] demonstrated a deep commitment to my long-term success,” Myricks adds. “They’ve followed my journey, knew of all my products, attended my master classes, and were actual customers of the brand.”
Last year was a long-overdue time of retail reckoning spurred by Sharon Chuter’s #PullUpOrShutUp challenge. In addition to sharing statistics on Black employees (especially in leadership positions), major retailers also committed to filling their shelves with more Black-owned brands and partnering with experts in the space to achieve diversity-centric goals with a conscience.
As a small-business owner and Black entrepreneur, Myricks went into initial discussions with Sephora with a certain, necessary level of precaution — but, as you can probably tell, both sides were able to make it work. “I never felt like a box checked off on a quota,” she says. “[Sephora was] thoughtful and present when it was time to have difficult conversations around inclusion and diversity and were mindful of the commitment it takes for a small brand like mine to scale at this level.”
These initiatives go beyond her own brand, too. “What excited me the most about this partnership is not only will this be possible for Danessa Myricks Beauty, but Sephora has also committed to creating this same opportunity for more female-founded, Black-owned brands as well,” Myricks shares.
I’m personally stoked at the prospect of more makeup enthusiasts catching wind of Danessa Myricks Beauty and trying out the line for themselves. If I just described you, read on to learn about every DMB product that will be sold at sephora.com as of their launch date, February 26. [Editor’s note: We’ll update the links as soon as they’re available.]
Colorfix 24-Hour Cream Color ($18)