Negative associations with the word black as 'dirty', 'sinful' and 'ugly' still linger - but a new BHM campaign launching today aims to change this.
Sharon Chuter, founder of beauty brand Uoma Beauty, has teamed with NYC-based Milk Agency (indie shop born out of Milk Studios) to launch 'Make It Black', which will celebrate the beauty of Black and make it associated with what is luxurious, bold, beautiful and positive. The MIB campaign includes partnerships with eight beauty brands including Briogeo, Maybelline, PÜR, ColourPop, Morphe and FLOWER By Drew - to transform iconic products to limited-edition black packaging to retail for BHM.
- Sharon Chuter
Additionally, with the launch of the Pull Up for Change Impact Fund, Sharon aims to raise $5 million and grant funds to Black business owners, as less than 1% of VC went to Black founders in 2020.
Through a petition
, the MIB campaign also aims to change the dictionary definition of the word Black.
"The word Black is so toxic in modern use that 'Black Lives Matter' was treated with such animosity. You would never have gotten that response if you said 'Dog Lives Matter.' I refuse to live in a world where [Black] is considered vile and ugly. The truth is, you can make anything Black and it's instantly elevated. Language shapes our collective consciousness and it's time we change what Black means," said Sharon.
According to Angela Wei, managing director at Milk Agency: “As 2020 was coming to an end, we started to reflect on everything that was happening in the world around us - from BLM, to Covid-19, to the election. It was around the same time that we connected with Sharon and she shared her idea for ‘Make It Black.' We were so excited and compelled by her energy and vision. We just knew, as an agency that is all about cultural impact, that we had to be part of this.”
Angela added: “Over the next 2.5 months, we worked fast and furiously to create an entire world for Make It Black - from brand strategy and identity, to photography, to campaign film, the official website, and even an Instagram filter. As makers, we pulled together a diverse team of creatives from around the world (e.g. an editor in the UK; a photo team in L.A.; along with our creative agency in NYC) to reflect a diversity of thinking supported by unique global perspectives in order to address what is a global challenge. When you have a story that is this powerful to tell, everyone wants to be a part of it, but also contribute their best. The campaign simply would not have been possible without the power of partnership and collaboration.”