Sephora, a beauty retail brand known worldwide, came under fire in early 2024 after a disturbing video circulated. The video showed teenage girls “blackfacing” with makeup in a Boston store.
The incident was soon labeled “Sephora Blackface,” which led to a massive uproar of clashing views on social media.
Notably, this debacle brings to the forefront the issue of racial sensitivity in younger people, the role of big companies as public entities, and the extent to which businesses can exert authority in typical retail surroundings. Here, we discuss in detail the “Sephora Blackface” controversy.
What Happened: The Boston Video That Sparked Outrage
A video showcasing three teenage girls at a Sephora located in Boston’s Prudential Center went viral on TikTok, Instagram, X (formerly Twitter), and YouTube on February 13, 2024. The girls were seen putting dark colors of makeup on their faces while laughing. Many interpreted this as ‘Blackface (a highly discriminatory and racist act).’
The teenagers went to the store for a good laugh and ended up using makeup for the diabolical social media prank or challenge.
Mere hours after the first post, the video was viewed hundreds of thousands of times and received thousands of comments filled with rage.
Various social media users, politicians, Black influencers, and even political speakers have openly expressed their anger and demanded accountability. The words “Sephora Blackface” have become popularized.
Blackface: A Painful Past
In 19th-century American minstrel shows, it was common for performers to use burnt cork or shoe polish to darken their skin, which is referred to as blackface. It was a way to mock enslaved Americans.
Black people were dehumanized during these shows through the use of hyperbolized facial features and offensive stereotypes.
Though forms of blackface have changed, perhaps appearing as makeup applications or costumes deemed politically incorrect, the offense is still very much rooted in racism.
For countless Black Americans and people of African descent globally, the sight of skin being darkened to portray as an object or joke reopens wounds that are centuries and time immemorial deep.
Sephora’s Initial Response: Too Little, Too Late?
This statement came far too late for Sephora, who, up until this point, remained quiet, drawing even more ire from the public. Due to severe pressure online, they decided to issue a statement that read:
“Sephora’s top priority is to create a welcoming and inclusive shopping experience for all. We are extremely disappointed by the behavior of these shoppers at our Prudential Center location, and as such, they were asked to leave our premises. Under no circumstance is this type of behavior tolerated at Sephora.”
People pointed out Sephora’s use of the term ‘blackface’ as something that is ‘misappropriating makeup’ is apparently something that does not fulfill one’s moral duty.
A lot of people on other platforms started accusing the company of attempting to downplay the incident by using the term ‘misuse of products’ instead of what it actually was: a maliciously racially charged act committed on the company’s property.
Corporate vs. Customer Accountability: Where Do Lines Blur?
This incident has sparked debate about the extent to which corporations like Sephora should be held accountable for the actions of customers in their stores. While it’s true that Sephora did not employ the girls in the video, many argue that the store’s lack of immediate intervention enabled the situation.
Several witnesses commented online that store staff were present during the incident but did not intervene, raising questions about training, oversight, and the enforcement of in-store conduct policies.
The Broader Phenomenon: “Sephora Kids” and Entitlement Culture
Interestingly, this isn’t the first time Sephora has been in the news due to the behavior of younger customers.
The term “Sephora Kids” had already gone viral on TikTok weeks before the blackface incident, referring to tweens and teens who frequent Sephora stores, often treating high-end makeup testers like toys.
Some critics argue that the beauty retailer has become a chaotic social media playground for Gen Z and Gen Alpha users, many of whom see Sephora as a space for pranks, content creation, and disruptive behavior.
This has added pressure on Sephora to rethink how it manages its retail environments.
Sephora’s Next Steps: A Pledge for Change
In the wake of the backlash, Sephora added to its initial statement. Enhanced measures include:
- Sensitivity Training: Focused on racism, racial imagery, and in-store protocols for responding to incidents.
- Updated Store Conduct Policies: Clear guidelines for what constitutes inappropriate customer behavior, with emphasis on respect and inclusion.
- Empowerment of Security and Floor Managers: Staff are authorized to confront and remove customers displaying nonsensical racial behavior.
- Community Outreach: Sephora has collaborated with organizations dedicated to racial justice to co-host conversations on issues of race and sensitivity within the beauty industry.
Is This Enough? The Verdict Remains Divided
While some advocacy groups have welcomed Sephora’s changes, others remain unsatisfied with the lack of additional changes.
These critics argue that the changes made respond to issues after they arise, rather than anticipating them and implementing a proactive, clear, and ongoing approach to engaging with marginalized communities.
Suggests some proposals to improve, such as changing the public surveillance type of security they have or hiring people of color in leadership positions who would be able to properly navigate the more sensitive situations.
Conclusion
The ‘Sephora Blackface’ controversy is more than just an isolated incident infused with teenage indiscretion. It serves as a case study for broader societal maladies, including racism, ignorance by youth, the phenomenon of clout chasing on social media, and the abdication of custodianship by public entities, including companies, tasked with ensuring the provision of respectful and safe spaces to people.
This is a critical moment for Sephora. The choices they make affect not only brand perception but also how they engage with people of color and younger consumers for years to come.
