Target has introduced a new badge that will help online shoppers identify Black-owned brands.
The beige symbol features five multi-toned hearts that signify skin colors and will appear under the “At a glance” section of the website when you click on a beauty item (next to the “vegan,” “cruelty free” and “clean beauty” certifications).
The description next to the symbol says, "Target recognizes Black-owned and founded brands as U.S.-based enterprises that are at least 51% Black owned, operated, and controlled."
So far, the selection of beauty brands with the symbol includes SheaMoisture, The Lip Bar and Alikay Naturals.
The company has also been sharing and highlighting Black-owned or founded brands on its Instagram.
“This week (and beyond) we’re sharing Black-owned or founded businesses we love and support,” Target shared on its social media. “It’s part of our commitment to use our size, scale and resources to create lasting change.”
Back in June, Sephora joined the 15% Pledge -- becoming the first retailer to pledge to devote 15% of shelf space to black-owned brands.
Photos above: screenshots of the new badge and The Lip Bar via Target.com