e.l.f. stands with
every eye, lip, face
and paw.

This past week the dialogue on anti-black racism and social justice began within many companies and in personal circles, across social media and in the news. Protests calling for justice for George Floyd, Ahmaud Arbery and Breonna Taylor brought these issues to the forefront.

Without the heightened media focus on these protests, or “riots” as they’ve been characterized, I wonder if we’d be having any of these conversations at all?   

Early last week, I brought this perspective to our company-wide town hall. I anchored on the words of Dr. Martin Luther King. In April of 1967, Dr. King delivered his “The Other America” speech at Stanford University, it was also one of the last speeches he gave in 1968 before he was assassinated. Dr. King’s words provide insight into why we cry out in times such as these:

“I think America must see that riots do not develop out of thin air. Certain conditions continue to exist in our society which must be condemned as vigorously as we condemn riots. But in the final analysis, a riot is the language of the unheard. And what is it that America has failed to hear? … It has failed to hear that the promises of freedom and justice have not been met. And it has failed to hear that large segments of white society are more concerned about tranquility and the status quo than about justice, equality, and humanity.”

At this moment, the unheard have been heard. The tranquility of the status quo has been stirred. The conversations around social justice and racial equality have amplified. This inflection point, I hope, has sustained momentum and does not disappear when all the social media posts transition to the next topic. The conversations, education, donations and support need to continue. This requires personal commitment. Don’t be silent on the issue. Black lives matter; don’t be afraid to say it.  Your company will not have all the answers, your black friends won’t have all the answers. We need you, our allies, to dig deep to figure out how you will stand for change as we move forward. 

As a black woman with a black husband and sons, and as an executive in corporate America my experience is unique, especially as the two of these worlds collide in this moment. I am tired and my heart hurts for my people. At the same time, I have put on a strong face as we address these issues at a corporate level.  Someone told me this past week that they know I’m carrying a heavy burden right now. But to that I responded, “It’s not a burden to me – it’s my responsibility.” If my ancestors would have thought fighting for freedom and equality was a burden, I would not be in this position today. I am exactly where I need to be…providing a safe place for our Black employees and allies to speak freely, ensuring our voices are heard, and partnering with my peers on the e.l.f. Executive Team to drive change internally. I can’t do it all, no one person can – but I can influence the circles that I’m in and so can you. Take the first step, have a conversation, educate yourself on these issues, exercise your right to vote, and we’ll start to see the change we’re fighting for in this country.

If you want more information on how to start, below are some resources that could be helpful:

www.naacp.org

www.blacklivesmatter.com

www.colorofchange.org

This was a heartbreaking weekend, seeing the pain and unrest that is prevalent throughout our country. It made me reflect on one of my favorite quotes for strength:

“Darkness cannot drive out darkness; only light can do that. Hate cannot drive out hate; only love can do that.” -- Martin Luther King Jr. 

As an Indian immigrant who was born in Kenya, I often faced subtle racism growing up in the U.S. Even after becoming a naturalized U.S. citizen, I still sometimes felt like an outsider who did not belong or was not welcome. I overcame those slights and, in some ways, believe it made me a stronger, tougher leader.

What I faced was nothing compared to my African American friends. I still vividly recall an incident early in my career at another company when a colleague came into work flustered and upset, having been pulled over by the police for the fourth time for no reason. The frustration and anguish in his face said it all. The harassment of our African American employees was so prevalent during those days that this company created a special hot line straight to the Chief of Police’s office. 

I’m saddened that 25 years later, we have not made nearly enough progress as a society. Again, I can see and personally feel the anguish. On a personal level, my wife Hirni and I take action by supporting civil liberties and social justice organizations such as the ACLU and the Mosaic Project. I’m also glad e.l.f. is donating to Color of Change, a fellow Oakland organization, focused on ending injustice and creating a more human world for Black people in America.

As a company, what gives me great hope and confidence is our inclusiveness. It was one of the things that attracted me to e.l.f. At first, I was reluctant to come back to beauty as so many companies are exclusionary in how they promote an unattainable, biased view of perfection. What I love about e.l.f. as a true disrupter is that we have always taken a much more democratic view of beauty with a deep commitment to diversity and inclusion.  

Celebrating the beauty of every eye, lip and face is fundamental to our DNA. It’s in our name and inspires us as a company. It is why people want to work, partner and engage with us. By standing with every eye, lip and face we cement that commitment by taking action to create a culture internally—and in the world around us—where all individuals are encouraged to express their truest selves and are empowered to succeed, and where we always strive to do the right thing for people. 

At this moment, my priority is to ensure that our African American employees feel supported in our collective condemnation of anti-black racism and that we stand in solidarity against injustice. In the coming days, we will host forums to allow for the safe expression of feelings and encourage open on-going dialogue.

Standing up is who we are, what we represent and how we support our community. It is not always easy. To some, it may feel like we are not doing enough. Others may feel it is too much. What I know is that we are committed to doing the right thing, in the best way we can, every day as we use our platform to make a positive difference in people’s lives.

As we continue to navigate this challenging year, I am confident in our collective commitment to supporting each other and our community. Our shared value system is the glue that not only holds us together, but also moves us forward.