The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

Sephora is letting Beauty Insider members redeem their loyalty points as donations to the National Black Justice Coalition. As brands look for ways to show their support for Black Lives Matter, actions that are close to a brand’s existing initiatives will be most respected by consumers.

Glossier has taken to Instagram to share its commitment to the black community and fight against systemic racism and white supremacy. Alongside statements of solidarity, the popular beauty brand was praised for investing in action with a donation on par with big tech giants.