The holiday season often reminds us that gift giving can be an act of kindness and an act of pleasure. A great way to up the ante on your gift giving is by purchasing products that help you (or the recipient) in supporting different communities, initiatives and small businesses. Well, the L'Oréal Paris Voluminous Carbon Black x Make It BLACK Mascara is a little treat that does exactly that. Keep reading to find out more about how this limited edition of the cult-favorite volumizing mascara can make a difference this winter — one lash application at a time.
What Is The L’Oréal Paris Voluminous Carbon Black x Make It BLACK Mascara?
Part of the classic and beloved Voluminous mascara collection, Carbon Black x Make It BLACK delivers the same intense volume and length to your lashes as its original counterparts. The clump-resistant formula creates up to five times fuller and thicker lashes with no flakes, clumps or smudges.
As part of the Make It BLACK collaboration, L’Oréal Paris has transformed this best-selling mascara with special packaging to showcase the beauty of black and to drive awareness to the Pull Up For Change direct action movement. When you gift this mascara as a stocking stuffer to your loved ones, you’re not only giving them the gift of fabulous lashes, but you’re helping a Black founder in the process. You can purchase the L’Oréal Paris Voluminous Carbon Black x Make It BLACK Mascara in store at any Target, Walmart or CVS.
What Is Pull Up For Change?
In June 2020 following the murder of George Floyd, beauty business mogul Sharon Chuter launched Pull Up For Change (PUFC), an organization that, in its immediate inception, charged beauty brands to be transparent about the number of Black corporate employees at their companies, in order to bring accountability and representation to the industry. The non-profit organization has grown quickly, promoting its objectives to double the percentage of Black employees in the United States and to open employment opportunities to people of color in beauty and other creative industries.
What Is The Make It BLACK Initiative?
Make It BLACK is one of PUFC’s initiatives — part of an ongoing conversation about society’s sentiment towards “black” and an active push to change the negative connotations associated with the word. This year, leading beauty brands have partnered with PUFC, leveraging their reach and influence to bring awareness to this initiative that advocates for a positive redefining of black. The brands have transformed iconic products, like the Voluminous mascara, with beautiful limited edition black packaging as part of the partnership. One hundred percent of the net proceeds go to a fund that supports Black founders and helps to connect them with mentorships and grants.
In support of Pull Up for Change and the Make It BLACK initiative, L’Oréal Paris will also make a donation of $100,000 this year to help the organization in its fight for economic equity for Black communities all over the world.
Written by Shalwah Evans, Photography: Chaunte Vaughn, Associate Creative Director: Melissa San Vicente-Landestoy, Art Director: Hannah Packer, Associate Creative Producer: Becca Solovay, Associate Content Director: Shalwah Evans, Makeup Artist: Jonet Williamson, Hair Stylist: Akihisa Yamaguchi, Wardrobe Stylist: Alexis Badiyi, Digital Tech: Erik Dalzen, Photo Assistant: Sam Kang, Model: London Knight
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