Excellent news for beauty lovers: there’s no must abandon those Sephora carts just yet.

The sweetness giant — a favourite for lots of us — has recently found itself under scrutiny following claims that it had donated to President Donald Trump’s campaign. The allegation, which quickly gained momentum across social media, prompted calls for a boycott from consumers who prioritize social and political alignment of their purchasing decisions. 

Nonetheless, Sephora has since clarified that these rumors are entirely false and insists that it has made no such political contributions. But as we all know, this moment highlights the actual influence we hold as Black women relating to brands we support and the way we demand integrity from firms we trust.

Sephora’s response was swift and clear. In a public statement shared with CBS News, the corporate stated, “Sephora “doesn’t make corporate donations to political candidates.” Reiterating its dedication to diversity, equity, and inclusion as core tenets of its brand values, the corporate also stated, “Sephora’s mission is to create a welcoming beauty shopping experience for all.” For a lot of Black consumers and wonder enthusiasts, this assurance comes as a relief, yet it serves as a reminder of the importance of holding brands accountable for his or her commitments.

The incident follows a broader trend where consumers, particularly Black women, are increasingly vocal about aligning their dollars with their values. In response to data from Nielsen, Black consumer’s spending is expected to grow to $1.98 trillion annually by 2025, with a good portion directed toward beauty and private care products. With this sort of economic impact, our community’s collective voice is powerful—brands notice once we speak up, and in cases like this, it pushes them to make clear their stances on issues that matter to us.

In recent times, several other companies have also faced scrutiny over alleged political contributions, particularly concerning donations to Trump’s campaign. Notably, Home Depot and Kohl’s have publicly refuted such claims. Home Depot stated, “The Home Depot (and The Home Depot Foundation) doesn’t give money to presidential campaigns or endorse presidential candidates.” Similarly, a spokesperson for Kohl’s clarified, “Kohl’s doesn’t make monetary contributions to political candidates or campaigns, doesn’t support political organizations, and doesn’t have a company-sponsored Political Motion Committee.”

To navigate these complexities and make informed decisions, consumers can utilize resources like OpenSecrets, a comprehensive, non-partisan database that tracks money in politics. OpenSecrets offers an accessible platform to look at political donations from each individuals and corporations, providing clarity on how businesses could also be financially involved in political campaigns. 

But this whole situation is larger than simply Sephora. It’s about how we, as Black women, proceed to shape the wonder industry with not only our greenbacks but our voices. We’re the trendsetters, the influence makers, and once we move, the wonder world moves with us. We’re making decisions about where to spend our greenbacks based on who shows up for us, who listens, and who acts on commitments to equity and inclusion. With Sephora’s confirmation that it has not donated to Trump’s campaign, lots of us may feel comfortable continuing to support a brand that gives the range and inclusivity we seek in the wonder aisle.

It’s also a moment to reflect on the ability of misinformation and the way quickly a single claim can change perceptions. Brands like Sephora are learning that a transparent, consistent message about values is critical in maintaining the trust of Black consumers who wish to support firms that align with their beliefs.

The underside line? Our purchasing power is our superpower. And as we proceed to steer conversations about representation and accountability in beauty and beyond, we’re showing exactly why brands must keep their commitments to diversity and inclusion front and center – not only of their marketing, but of their actions too.