Nordstrom Expands Inclusive Beauty Assortment

Retailer Launches Online Category and Welcomes Black-Founded Beauty Brands

Inclusive Beauty at Nordstrom

SEATTLE (October 15, 2020) – Nordstrom Beauty is expanding its selection with a focus on adding Black-founded brands and launching an Inclusive Beauty category online. Inclusive Beauty at Nordstrom features a curated assortment of products created for everyone – regardless of skin or hair type, tone, complexion or texture.

“It has always been a top priority to ensure we offer our customers an inclusive assortment that meets everyone’s beauty needs,” said Autumne West, Nordstrom National Beauty Director. “We hope that by launching the Inclusive Beauty online category, we’ll make it easier for all customers to find products that meet their specific beauty needs.”

The Inclusive Beauty online category will be a permanent offering at Nordstrom online at There will also be Inclusive Beauty outposts in 27 Nordstrom stores.

Meet the Founders

Baby Tress
Baby Tress was born from Mama Tress, a creative agency in NYC. Assisted by a team of multicultural women, its founders, Hannah Choi & Shannon Kennard, set out to equip women of color with the tools they need to elevate their beauty rituals. The first product in that mission is the Edge Styler.

Beauty Bakerie
During a challenging, but successful fight with breast cancer, founder Cashmere Nicole became extremely health conscious and research-driven about the products we put in and on our bodies. The Beauty Bakerie brand is a direct reflection of her passion for both high quality, healthy ingredients that enhance the beauty in everyone, every day.

Ron Robinson is a cosmetic chemist with over 20 years experience creating innovative beauty products for leading beauty brands including Revlon, Avon, L’Oreal, Clinique and Estee Lauder. Last year, Ron launched his own brand, BeautyStat Cosmetics. And his star product, Universal C Skin Refiner, has been named one of the best vitamin C serums by Oprah Magazine, Allure, Vogue and Harper’s Bazaar.

Bomba Curls
Lulu Cordero is the CEO and founder of Bomba Curls – a clean, sustainable and wellness based curl care brand that is inspired by Cordero’s Afro-Dominican roots. Bomba Curls is her love letter to curls and coils and her decadent natural products seek to empower women to celebrate the skin they are in and define their own standard of beauty.

Briogeo is a clean, natural hair care brand for all hair types and textures. Founder Nancy Twine launched Briogeo—Brio meaning "full of life" and Geo representing "earth and nature”—inspired by the family tradition of making natural beauty products from scratch and the knowledge that making effective beauty products is possible without harsh or harmful ingredients.

Entrepreneur Ozohu Adoh is the founder and CEO of Epara. She grew up in Nigeria, attained her MBA at Oxford University and has a life-long personal passion for authentic skincare. Yet for a long time she suffered from a dry, uneven skin condition and searched fruitlessly for products that would treat her concerns. When no products or treatments worked, Ozohu decided to develop her own.She went back to basics with organic ingredients from Africa - and soon found a formula that worked wonders. Within just a few weeks, the irritability and sensitivity had gone and her face was soft and clear. Ozohu's next step was to work closely with a lab in the UK to fully develop formulas that address all the skincare issues faced by women of colour, including dryness and discolouration caused by the sun, free radicals and air pollution.

Co-Founder of MANTL, Karamo is a best-selling author, producer and Emmy-nominated host on Netflix’s Emmy-winning series Queer Eye. After going through his own balding journey, Karamo decided to create a skincare line for both the face and scalp — with a mission to empower the bald and balding to live their fullest lives comfortably and confidently.


Inclusive Beauty can be found in 27 select Nordstrom stores and online at


Arlington, VA - Pentagon City
Atlanta, GA - Perimeter Mall
Atlanta, GA - Phipps Plaza
Aventura, FL - Aventura
Cerritos, CA - Los Cerritos
Charlotte, NC - Southpark
Chicago, IL - Michigan Avenue
Durham, NC - Streets at Southpoint
Edison, NJ - Menlo Park
Garden City, NY - Roosevelt Field
Houston, TX - Houston Galleria
Las Vegas, NV - Fashion Show
Los Angeles, CA - Century City
Lynnwood, WA - Alderwood Mall

Mclean, VA - Tysons Corner
New York City, NY - NYC Flagship
Overland Park, KS - Oak Park Mall
Paramus, NJ - Garden State Plaza
Pittsburgh, PA - Ross Park
San Antonio, TX - La Cantera
San Diego, CA - Fashion Valley
San Francisco, CA - San Francisco Centre
Schaumburg, IL - Woodfield Mall
Seattle, WA - Downtown Seattle
Tacoma, WA - Tacoma Mall
Tampa, FL - International Plaza
Torrance, CA - Del Amo Fashion Center

Virtual Events

To hear more directly from some of the founders, tune in to a lively Instagram LIVE conversation hosted by Courtney Higgs, Who What Wear Associate Beauty editor, who will be talking with Baby Tress and Bomba Curls founders on October 15 at 5 p.m. PT. The conversation is part of  Nordstrom’s “The Futures,” a new social series that highlights Black and BIPOC experiences. The talk will be posted to the Nordstrom Instagram feed after the Live conversation is over.   

Celebrate all things beauty with Nordstrom and join us for the first in our Beauty Trend Event series. Grab your favorite makeup and learn from MAC Director of Makeup Artistry Gregory Arlt, Bobbi Brown Global Makeup Artist Cassandra Garcia, Lancôme Global Makeup Artist Darais and Beauty Bakerie Founder/Creator Cashmere Nicole in real time. They'll be sharing tips and tricks to get that lit-from-within glow in the ideal shade and texture for any complexion—think your skin, but better.

— To learn more about Diversity Inclusion and Belonging at Nordstrom, click here

About Nordstrom
Nordstrom, Inc. is a leading fashion retailer based in the U.S. Founded in 1901 as a shoe store in Seattle, today Nordstrom operates 355 stores in 40 states, including 100 full-line stores in the United States and Canada; 248 Nordstrom Rack stores; two clearance stores; and five Nordstrom Local service hubs. Additionally, customers are served online through,,, and Nordstrom, Inc.'s common stock is publicly traded on the NYSE under the symbol JWN.

Media Contact
Pamela Lopez
[email protected]

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