Pull Up for Change introduces new ‘Make it Black’ initiative

February is Black History Month, so the timing couldn’t be more perfect for Pull Up for Change and its founder Sharon Chuter’s new “Make it Black” campaign to take aim at outmoded, negative associations with the word “black.”

Initiatives include introducing a Change.org petition to change the dictionary definition, and partnering with nine beauty brands on a fundraising campaign. “The Make It Black campaign deals [a] blow to systemic racism and calls for history to be re-written by reclaiming the word black and making consumers understand that black is nothing but beautiful,” explains a release from the organization.

Briogeo, Colourpop, Dragun Beauty, Flower Beauty, Maybelline, Morphe, NYX, PUR and Uoma Beauty have created limited-edition “Make it Black” products to be sold online at Ulta Beauty, with 100% of gross profits going to Pull Up for Change’s new Impact Fund, which will “deploy capital to Black-owned businesses and will be allocated as grants to emerging Black founders.”

For more information, visit makeitblack.org.

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