Ulta Beauty acknowledges that "The Black experience can't be confined to just one month, but we're using the opportunity to shine a spotlight on the influence and impact of the community." Beyond highlighting and celebrating Black beauty industry founders and entrepreneurs, Ulta Beauty committed $25 million on an initiative that would double the Black-owned brands on store shelves by the end of the year, feature more Black women in media campaigns and expand employee training to fight unconscious bias. Elevating Black voices is critical, but brands must go beyond celebration and do the work to dismantle systemic racism and inequities. Black bodies are targets of police brutality; Black women's health is being undermined; the Black community is disproportionately suffering from the pandemic and will continue to be left behind as the world reopens unless more corporate changemakers stand up and fight for the consumers they claim to support. For as many brands trying to get it right, there are even more staying silent—or delivering messages that scream how disingenuous they really are.