In a shifting landscape of diversity and inclusion, Black-owned businesses are reexamining their growth strategies as leading U.S. companies reconsider their commitments to diversity programs. Among these businesses are Pound Cake, known for lip products tailored for darker skin tones, and Puzzles of Color, a venture by a brother and sister creating jigsaw puzzles that celebrate Black subjects. Both brands face the challenge of navigating an environment where partnerships with major retail stores, once deemed supportive, may not be as forthcoming.
Following the tragic incident in 2020 that led to nationwide protests against racial injustice, there was a surge in initiatives to support Black-owned businesses. Various retailers committed to dedicating significant shelf space to products from underrepresented groups, driven by movements like the Fifteen Percent Pledge. This pledge opened doors for Puzzles of Color, allowing their products to reach platforms such as Macy’s and Nordstrom, and even select physical locations like Barnes & Noble.
However, recent shifts in corporate policy have sparked concerns. Ericka Chambers, one of the Puzzles of Color founders, questions the future of their relationships with big-box retailers. The dialogue around offering more “neutral” puzzle designs is a strategic move to maintain and expand their reach amidst evolving corporate strategies on diversity.
The recent rollback in many companies’ diversity, equity, and inclusion (DEI) strategies has also impacted broader perceptions of support. Companies like Target have paused their DEI efforts, leaving Black and LGBTQ+ communities questioning their reliability as allies. This sentiment is echoed by Camille Bell and Johnny Velazquez of Pound Cake, who remain cautious about partnerships with wavering retailers.
For businesses like Play Pits, a natural deodorant brand already stocked in Target stores, the implications of boycotts are complex. Founder Chantel Powell faced the dilemma of balancing business interests with the community’s calls for action against retailers perceived as retreating from their diversity commitments. Despite the controversy, Powell stresses the importance of maintaining business growth while advocating for wider representation.
This unpredictable environment has pushed companies like B Condoms to prioritize alternative distribution channels, relying on partnerships that support community health initiatives. Founder Jason Panda is undeterred by the shifting retail landscape, focusing instead on established contracts with organizations beyond mainstream retail.
Similarly, Brianna Arps, who heads the fragrance brand Moodeaux, observes a reduction in grant opportunities for Black entrepreneurs. With a focus on expanding into independent retail spaces, Arps remains determined to sustain her brand’s presence and community support despite diminished external backing.
Aurora James, who founded the Fifteen Percent Pledge, highlights that many companies remain dedicated to their diversity commitments, continuing to support Black-owned businesses. For brands like Pound Cake and Puzzles of Color, strengthening community engagement and fostering direct consumer connections have become paramount strategies.
Looking ahead, Puzzles of Color plans to strategically introduce more Black cultural themes into their offerings, using innovative designs to expand their market presence. Meanwhile, they enriched their “Pride” collection with subjects that celebrate historical and contemporary Black narratives, embodying the resilient spirit of the brands and their founders. In this rapidly evolving context, these businesses are finding ways to adapt, ensuring their voices and stories continue to be heard and seen.