Paula’s Choice recently joined the handful of brands putting their action and dollars behind their words of support for the Black Lives Matter movement with their newest initiative. Last week, the skincare brand launched On the Rise, a yearlong paid influencer program designed to support and amplify the voices of Black content creators.
“We recognize the barriers that can exist for Black content creators and this is one way that we’re looking to better support the Black skin care community,” said Tara Poseley, CEO of Paula’s Choice.
Winners of the On the Rise program will receive amplification via the brand’s social platforms, $6,000 for six pieces of content, giveaways for their audience, early access to new product launches and quarterly product sends, affiliate program perks, group masterclasses tailored to their needs and interests, monthly support calls with the Paula’s Choice team and access to Paula’s Choice University.
Ten participants will be chosen by four Black panelists who are content creators and leaders in the skincare space, which includes founder of Ami Colé, Diarrha D’Diaye, Naked Beauty Planet’s Brooke DeVard Ozaydinli, esthetician Sean Garrette and Quani Burnett. Winners will also get a chance to have an online chat with the team of panelists.
There is no minimum social media follower requirement to apply, and participants must have less than 20k followers and a passion for skin care. The deadline for applications is July 22 and winners will be notified by August 3.
We’re looking forward to having more voices amplifying the needs of Black skin tones and celebrating our diverse melanin-rich hues. It’s a much-needed step in this movement for change that can have lasting effects on the beauty industry.
Paula’s Choice joins brands such as Pantene, Glossier, Peach & Lily, Bevel and Dove in launching initiatives and programs that directly affect Black people financially, socially, and mentally.
“Diversity & inclusion have always been important priorities for our brand and this initiative gives us an opportunity to celebrate and showcase these valued creators with a wider audience,” Poseley continued. “Our aim is always to develop long-term, authentic relationships with our influencer and social media community, so we structured the On the Rise program to include not only a yearlong paid content partnership, but also to provide meaningful support from different areas of our organization on an ongoing basis.”
For more information, rules and to apply, visit Paula’s Choice on Instagram.