E.L.F., Morphe, UOMA & More Beauty Brands Turned Their Packaging Black for an Important Cause

Elizabeth Denton
E.L.F., Morphe, UOMA & More Beauty Brands Turned Their Packaging Black for an Important Cause
Photo: Uoma/Ulta. Design: Cierra Miller/STYLECASTER.

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Last year, we told you about #PullUporShutUp challenge, a campaign started by Charon Chuter, founder and CEO of Uoma Beauty. It was a movement to get brands to release their number of Black people employed in both corporate and leadership roles. Now, for Black History Month (and just because it’s an important cause), Chuter is continuing her activism with the second annual Make It Black campaign and corresponding products. This movement raises funds for the new Pull Up For Change Impact Fund, which provides capital to emerging Black founders, but also helps shift perceptions around what “Black” means.

Have you looked up “black” in the dictionary lately? In an open later to the Oxford English Dictionary and Merriam Webster Dictionary, Chuter states the definition of black and some of the negative synonoms. “Your definition today still reads ‘characterized by hostility or angry discontent,’ ‘not conforming to a high moral standard; morally unacceptable,'” she writes. She’s requesting these companies change these outdated ideologies.

“Language plays a critical role in how we perceive the world,” Chuter said in a statment. “The function of language goes beyond expressing ideas and concepts, it shapes thought and defines our collective consciousness. Language should be neutral, unbiased and reflective of our current realities. It is in this regard that the dictionary has work to do.”

Not only can you help by signing the petition, but you can also shop some stellar beauty products to support the important cause. Some of our favorite brands including e.l.f., Flower Beauty, M.A.C Cosmetics, Mented, Morphe and UOMA Beauty repackaged their most iconic products in sleek black. The limited-edition products are available for purchase at Ulta Beauty through the end of February. 100 percent of the gross profits benefit the Pull Up for Change Fund.

These products look so chic and you’ll want to have them in your bathroom. Shop some of the limited-edition collection, below. More is coming!

elf make it black


E.l.f. Cosmetics Make It Black Total Face Sponge

Some swear this makeup sponge is better than the OG Beautyblender.

mac make it black


M.A.C. Make It Black Lipstick

Choose from Beam There Done That (a rosy plum pink), Hug Me (a blushed nude) and Thanks, It’s M.A.C.! (a pink nude with silver pearl).


morphe make it black


Morphe X Make It Black 18-Pan Artistry Palette

Get 18 mattes, metallics and shimmers in one use-everyday eyeshadow palette.

uoma make it black


UOMA Beauty Make it Black Badass Icon Lipstick

This non-drying matte lipstick comes in four shades: Eartha (a nude), Elaine (a jet black), Maya (a pink nude) and Ruby (a true red, above).

Uoma make it black


UOMA Beauty Make it Black Carnival Color Palette

10 high impact eyeshadow colors are inspired by Carnival.

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