To spotlight the often underrepresented Black-founded beauty brands, we produced a custom shoot on Bustle where we used exclusively Black-owned and founded products at Ulta Beauty. To ensure a cohesive and authentic approach, we assembled a crew of Black creatives — including models, a wardrobe stylist, makeup artist, hair stylists, photographer, and an award-winning writer — to bring the story to life. Incorporating the stylists' quotes from set added additional credibility to the story.

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