The Pull Up For Change founder is working to reclaim the word "black" and raise capital for Black-owned businesses.
Sharon Chuter Launches 2022 Make It Black Collection
Credit: Courtesy of Sharon Chuter

In 2021, Pull Up For Change and Uoma Beauty founder Sharon Chuter sent a petition to the world's top dictionaries asking them to change their definitions of the word "black."

For decades, dictionaries have perpetuated systemic racism with their negative definitions of word, when it reality it means "bold, beautiful, timeless, and chic." And while Chuter didn't hear back from Merriam-Webster or Oxford, it hasn't stopped the activist for fighting for the cause. That's why the 2022 Make It Black campaign is bigger than last year.

Make It Black 2022 Campaign
Credit: Courtesy

Chuter has written an open letter to the dictionaries and plans to send a copy to them for each of the 6,2220 signatures on the original petition. In addition to reclaiming the word "black," Make It Black has partnered with Ulta and Ipsy, along with a number of top beauty brands including E.L.F. Cosmetics, MAC Cosmetics, Morphe, Mented, Uoma Beauty, and Flower Beauty to launch limited-edition collection for Black History Month. The collection sees some of these brands' most iconic products in new sleek black packaging.

Products being repackaged for the 2022 Make It Black campaign include:

  • E.L.F. Cosmetics Total Face Sponge
  • MAC Cosmetics Lustreglass Sheer Shine Lipstick
  • Morphe x Make It Black Empower Your Expression 18-Pan Artistry Palette
  • Uoma Beauty Make It Black Color Palette and Badass Icon Lipsticks
Make It Black 2022 Campaign

One hundred percent of the gross profits will go to the Pull Up For Change Impact Fund, which provides capital for Black-owned businesses and are allocated as grants to emerging Black founders. Last year, Make It Black raised $400,000 for Black-owned businesses and allocated the funds to eight founders during a pitch contest held at Essence Festival .

"As a Black Female founder, I understand, first-hand, the struggles of raising capital or accessing funding," Chuter says in a statement. "In fact, I am one of only 93 Black women in the history of America who have raised over $1M for startups. On the other hand, the average white male receives $2.1M to fund their start-ups. We have a long way to go to create true economic equality and there is no equality without equity. This is where I am proud to play a small part in supporting other Black female founders to make their dreams a reality, and to truly get the seat at the table that they very well deserve."

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The limited-edition Make It Black collection is available now at and Ulta Beauty stores.