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    In the words of Beyoncé: America has a problem. In 2020, the Black Lives Matter movement and rise of pandemic retail therapy saw Black-owned beauty brands hitting record numbers. For an industry that has historically left Black women in the dark, diversity, equity, and inclusion was the future. 

    Then, years later, DEI turned into a dirty word. The same Black businesses that just hit heights, crashed. They shut down, filed for bankruptcy, or were acquired by conglomerates just to stay afloat. But, for the world’s largest cosmetics company, L’Oréal, DEI never died. In fact, in 2026, its just been breathed even more life. 

    This month, the company—who owns over 40 brands including Lancôme, Aesop, and Kérastase—appointed Rahquel Purcell as its next Chief Diversity, Equity & Inclusion Officer of North America. She succeeded Liliahn Majeed, who’s resided over the position for the past three years.

    “We have phenomenal products, leading innovation capabilities and best-in-class consumer insights,” Purcell said in a press release. “I’m eager to partner with our brands and leverage these core assets to create authentic connections with diverse consumers and communities.” 

    And, her success doesn’t come as a surprise. In 2025, L’Oréal’s then Chief Transformation Officer of North America was one of ESSENCE’s Black Women In Business honorees

    “To be in this space, surrounded by the beauty, strength, and leadership of Black women, is deeply meaningful for me,” she said at the BWIB luncheon. “Partnerships with ESSENCE are incredible because they embody what we stand for: authentic representation, investment in Black women, and celebration of beauty in all its forms.” The same message rings true for her new position at L’Oréal. 

    According to CEO and President of L’Oréal USA, Alexis Perakis-Valat, whom Purcell will now report to, “beauty consumers, in their infinite diversity, aspire for products made for their unique needs from brands that connect to their values and identities,” she says, with inclusion remaining a high-priority for the company. 

    Now, with Rahquel Purcell at the helm of DEI, beauty’s inclusivity landscape is still proven to be very much alive. And, coming from the largest cosmetics company in the world, it’s proven to be even better for business

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