YouTuber Jackie Aina Calls for Transparency From Major Beauty Brands -- Sephora, Glossier and More Step Up

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Jackie Aina is encouraging the beauty industry to "Pull Up or Shut Up!"

The 32-year-old YouTube star announced a new initiative with UOMA Beauty founder Sharon Chuter via Instagram last week, in which they asked all beauty brands that posted about the Black Lives Matter movement to publicly reveal, within 72 hours, "the number of black employees they have at a corporate and executive level within their organizations."

"Dear brands and corporations, thank you for your public statements of support for the black community," Aina said in a video. "Be conscious that to ignore the role you have played and continue to play in depriving black people access to economic participation, demonstrates a lack of genuine desire for lasting change."

"We call on EVERYBODY to stand in solidarity with us in holding brands and corporations accountable," she continued. "So for the next 72 hours, DO NOT PURCHASE from any brand and demand they release these figures. Ask them to PULL UP for real change or SHUT UP and retract their statements of support."

Aina stressed that the 72-hour time period is all it would take to "drive long lasting economic change for black people."

"Stand for change. Ask these brands to PULL UP OR SHUT UP," she advised. "ALL BRANDS that have had partnerships with me, I challenge and highly encourage all of you to participate."

The 72-hour deadline recently passed, and some of the most popular beauty brands -- including Sephora, Glossier, Tarte, Huda Beauty and L'OREAL USA -- have taken part in the initiative. With low numbers, which you can view on the Pull Up for Change Instagram page, many of these companies have already made a vow to be more inclusive.