Women of Color Worldwide Launches Beauty Box to Support Black-Founded Beauty Brands

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Following its FashTech event, Fayetteville Road Agency launches new initiative.

Women of Color (WOC) Worldwide, an organization founded by retail technology agency Fayetteville Road, has kicked off its newest campaign to highlight Black-founded beauty brands. Following its successful bi-annual Women of Color FashTech Brunch in partnership with Nordstrom, WOC Worldwide has launched its WOC Beauty Box with the mission to celebrate, uplift and amplify Black beauty brands. Nordstrom tapped Fayetteville Road to support consumer research and serve as the agency of record to continue their efforts to serve a diverse and inclusive customer base.

Fayetteville Road’s core mission is to help brands and retailers match people to product by leveraging technology to create immersive consumer experiences for women of color. “There is an opportunity for innovation and inclusivity to transform retail spaces, and Black brands deserve to be a part of these new opportunities,” said Fayetteville Road co-founder Jessica Couch. The agency facilitates data-driven research and project management in retail technology integration, education and recruiting. It also builds communities for diverse consumers.

At the WOC FashTech Brunch, Fayetteville Road moderated a raw, uncut conversation between Black beauty founders, gatekeepers and experts across the fashion and beauty industries. Nordstrom sponsored the event and hosted the conversation in a socially distanced format at its NYC Flagship Store as a preview to its Inclusive Beauty Launch. Right now, inclusivity is being co-opted across creative industries. The voices of brand founders and tastemakers are being marginalized by campaigns and initiatives that profit from their creativity without being inclusive.

Building on the momentum from the event, Nordstrom Beauty announced the expansion of its product selection with a focus on Black-founded brands and the launch of an Inclusive Beauty category in store and online. Fayetteville Road also created a Black-Owned Beauty Box to celebrate this moment of inclusivity across retail with Indie and Nordstrom brands – including Spraise, AJ Crimson Beauty, Herbal Glow, London Grant & Co, Auda B, Briogeo, Bomba Curls, Epara, Beauty Bakerie and Beauty Stat.

With the launch of the WOC Beauty Box, Fayetteville Road is educating consumers on the best way to support Black founders and entrepreneurs and will continue to push the needle forward in its efforts for diversity and inclusion.

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Charisse Curtis