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Separately, Chuter has newly penned an open letter to the Merriam-Webster and Oxford English dictionaries surrounding their definitions of “black” and their outweighed focus on negative, menacing or unclean examples. The products will be sold online through Ulta Beauty, Ipsy’s subscription boxes and brands’ websites.

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Cosmetics, MAC Cosmetics, Mented Cosmetics and Morphe among others are repackaging limited editions of their hero products in black. Additionally, the campaign includes a range of new brands and retail partners. Launched Thursday, the campaign’s 2.0 version raises money for the Pull Up For Change Impact Fund, also started by Chuter, which provides funding to Black brand founders.

In 2022, the campaign has been brought back and is bigger than ever. Then, in 2021, Chuter first debuted the Make It Black campaign tied to Black History Month to shift perceptions around what it means to be Black. The founder of Uoma Beauty, which first launched in 2019, rallied the beauty industry behind a 2020 online initiative called Pull Up For Change, which asked brands and companies to reveal the diversity within their workforces. Sharon Chuter is undeniably a powerful advocate for Black voices within the beauty world.