Goal is working to create advancement in diversity, equity and inclusion in partnership with brands to permit for a purpose-driven culture, said Cassandra Jones, senior vp for merch essentials and wonder at Goal Corp., through the WWD Beauty CEO Summit.

“This experience starts with our core value of inclusivity,” she went on. “We amplify diverse voices, create equitable experience, grounded in authenticity and respect. This encompasses our every day commitment to supporting diverse brands in each aspect of our business. From investing in underrepresented entrepreneurs, to our accelerator programs, our brand launches, increasing visibility using our marketing efforts, all of us have the chance to create real change through guest experience…and the product assortment must proceed to evolve so that each one guests feel seen and welcomed.”

For greater than 20 years, Goal has offered a beauty assortment that meet diverse needs and “provides opportunities for Black-owned and -founded businesses,” Jones said. “But there continues to be more work to do, and we’re committed to continuing to evolve and grow that assortment.”

Jones was joined on stage by two Black women brand founders with products sold at Goal: Melissa Butler of The Lip Bar and Thread Beauty, and Monique Rodriguez, founding father of Mielle Organics.

Speaking on challenges faced within the industry, each brand founders discussed difficulty receiving funding, mentorship, business guidance — and coping with the problem of being put in a box.

“Yes, I’m a Black woman,” Butler said, “but in addition, there’s no difference between my lips and any of your lips, right? For essentially the most part, there’s no difference in our skin. Someone can have oily skin. There are Black and brown individuals with oily skin, identical to there are white individuals with oily skin. And yet, I find that oftentimes, Black-owned brands or BIPOC-owned brands can get boxed in, that you simply are here to only serve the Black guest and that isn’t necessarily true. So, I need to be certain that that as you all are working with BIPOC founders…don’t treat it as a silo.”

Rodriguez shared similar sentiments, saying: “When you consider texture, hair texture has no race, no culture, no gender, and texture hair is a growing category. My vision for the brand is to be a destination brand for texture hair. There may be loads of opportunity for us to diversify.”

Each founders said Goal offered them increased brand exposure, awareness, discoverability and accessibility to diverse shoppers.

Speaking on Goal’s 4 key focuses looking ahead, Jones said the corporate goals to assist “Black team members construct meaningful careers and experience significant success at each level.” Goal can be working to create an environment where Black guests “are welcomed and seeing themselves represented” online and in stores.

“The third is finding latest ways to support Black communities across the country,” she continued. “And the fourth is working with policymakers on key issues that impact Black Americans. We have now committed to spending greater than $2 billion, with Black-owned businesses by 2025.”

In 2020, Goal increased its Black-owned brand assortment by 65 percent, with 20 latest brands added this yr.

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