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Everything You Need to Know About Sharon Chuter’s #PullUpOrShutUp Challenge



UOMA Beauty founder Sharon Chuter is leading the charge on getting the real receipts from brands about what they’re doing besides seemingly hollow and vague ‘solidarity’ messages especially with respect to a deeper commitment to diversity across their internal organisational structure, echoing the sentiments of fashion founders like Irene Agbontaen.

Where Sharon’s message differs however – is in throwing down the gauntlet to brands and consumers – activating the black dollar

Chuter launched the #pullupforchange campaign on the 3rd of June, calling on beauty brands “.. that have released a statement of support” for Black Lives Matter to “publicly release within the next 72 hours the number of black employees they have at their organizations” at the corporate and executive level.



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On her page Jackie Aina concurred saying

Pull Up or Shut Up!!!

#pulluporshutup @pullupforchange
Dear brands and corporations

Thank you for your public statements of support for the black community.

Be conscious that to ignore the role you have played and continue to play in depriving black people access to economic participation, demonstrates a lack of genuine desire for lasting change.
So we ask all brands who have released a statement of support, to also publicly released, within 72 hours the number of black employees they have at a corporate and executive level within their organizations.
We call on EVERYBODY to stand in solidarity with us in holding brands and corporations accountable.

So for the next 72 hours, DO NOT PURCHASE from any brand and demand they release these figures. Ask them to PULL UP for real change or SHUT UP and retract their statements of support.
72 hours is all we need to drive long lasting economic change for black people! Stand for change. Ask these brands to PULL UP OR SHUT UP.

ALL BRANDS that have had partnerships with me, I challenge and highly encourage all of you to participate

Watch the full video below:


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Several brands have published the numbers in response including E.L.F Cosmetics (with a surprising 45% diversity, but with 7% black participaition), Farsali, Versed and more. Unsurprisingly, a large number of the major brands are  silent.


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Follow @PullUpForChange for more updates!


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1 Comment

  1. Truth no one wants to hear

    June 7, 2020 at 6:23 pm

    So brands should just hire people because they are black? Not based on their ability and credentials? Oh there’s a word for it. Uhm what’s it again? Yeah …RACISM. The black American population is under 15% so what do they want? 50% representation everywhere?

    Black people never complain or even see an issue when they are in industries that they overwhelmingly dominate like basketball and US football. Yet once they don’t have 50% representation anywhere or more it becomes racism.

    So some of these companies (mainly black-owned) that have posted their diversity profile with more than 60% black etc can as well be said to be racist according to Black diversity logic.

    People should be hired based on what they bring to the table and not because of their race.

    And while we are on this whole BLM matter let me just leave this here. Any aggression, unfairness, bad behaviour etc etc towards a black person from a white person is not racism. People of all races have the capacity for being mean, assholes, unpleasant etc. So black people should stop this thinking that bad behaviour towards them from white people is because they are racist. Its just weird how we blacks enjoy being perpetual victims.

    Is there not something to be said that here in the US, blacks account for about 13% of the population, yet commit over 60% of crimes? You want a seat at any table? Then you’ve got to earn it. No one owes you anything simply because you’re black! Asians, Latinas and other minorities keep quietly making it and excelling yet the black voices are the loudest, demanding for things solely on the back of being black! I’m just tired of all that foolishness.

    There is no denial that racism exists and sadly will continue to. But every unfortunate thing happening to blacks cannot be equated to racism. Y’all keep voting democrats year in year out yet your communities never improve. Perhaps you need to change strategy.

    And for the records black people, like all races can be racist too. Racism has never been defined as only being white on black. And as a black person, some of the worst forms of racism I’ve seen are black on white and Asian people.

    #EarnYourSeat. #NotJustMyTwoCentsButMyEntireDollar

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