an update on our promise

Back in June, we made a commitment to be transparent on what we will do to amplify Black voices, how we will create a work environment where Black employees will thrive, and how we will increase representation across all touch points. Here is our update, and the work does not end here.

This year’s civil rights movement caused us to reflect as a brand to identify how we could be a more supportive friend to all, that both represents and celebrates each member of our community. In June, we shared our promise with you.

As 2020 comes to a close, we wanted to give an update on our progress on that commitment, so you can continue to hold us accountable.

• hired a diversity and inclusion organization who has hosted company-wide DE+I training sessions and are scheduled to host leadership training in early 2020.
• working with a Black-owned recruiting agency and job boards to ensure diversity in our pool of applicants
• established an internal advisory group
• donated to organizations that focus on equality and social justice, like the NAACP, Know Your Rights Camp, Tony McDade + Nina Pop Memorial Funds within the Okra Project, and the Advancement Project
• increased representation in social media for minority groups to 55%, 31% of which represents BIPOC
• shared blog articles and social posts to provide resources in support of minority groups
• diversified hair types in our testing pool by widening representation in focus and community groups
• sponsored the repHAIRations event by Texture V Race, which works to elevate the professional hair industry through education for all hairdressers about all textures
• sponsoring events in 2021 like the Textured Hair Elevated Summit
• hosted a class for SalonCentric Beauty Gurus on how to navigate the amika line for all hair types

If you have any feedback on how we as a brand can continue to do better within our industry, please leave us a suggestion below!