As marketers, let’s continue to educate ourselves on the deep inequities Black women have faced in the beauty industry. According to a recent McKinsey Report, Black consumers are three times more likely to be dissatisfied with their choices for hair care, skincare and makeup vs. non-Black consumers. And addressing these racial inequities in beauty is a $2.6 billion opportunity.

We must go beyond just simply casting Black talent in campaigns and sharing their stories; we must also provide products and services that meet their beauty needs. P&G’s film Unbecoming serves as a best-in-class example and a reminder of how we as marketers can represent and serve the Black community; not with shortcuts or by checking the boxes, but with authenticity.