Business · Companies · 8 hrs ago
L’Oréal Brazil initiative targets equal pay and more Black creators in campaigns
L’Oréal Brazil and three partners launched REPARA to address unequal opportunities for Black content creators in advertising campaigns.
The initiative aims for at least half of creators hired in every audience-size group to be Black by 2030, from smaller accounts to those with larger audiences.
It also seeks to bring fees for Black and white creators into line.
A survey of 16,200 professionals found that Black creators received 29% fewer commercial offers and earned average fees 32% lower than white creators.
The survey also found that Black creators with smaller audiences often struggled to get brands to notice their work, while those with larger audiences reported trouble securing long-term contracts.
The figures point to gaps in both who brands consider and what they pay, the two issues REPARA is designed to address.
The initiative’s organizers want brands, agencies, media companies and others across the market to take part.
L’Oréal Brazil and its partners launched REPARA to increase the representation and pay of Black content creators in influencer campaigns.
The initiative aims for at least half of creators hired in each audience-size category to be Black by 2030.
It also aims to bring fees paid to Black and white creators into line.
A survey of 16,200 professionals found that Black creators received 29% fewer commercial offers and earned average fees 32% lower than white creators.
The initiative was launched by L’Oréal Brazil, agency Spark, the Movement for Racial Equity (MOVER) and research institute MC15.
- Who
- L’Oréal Brazil, Spark, MOVER and the MC15 research institute launched REPARA.
- What
- The initiative aims to increase Black creators’ share of campaign hires and equalize fees paid to Black and white creators.
- When
- It was launched in 2026. Its target is to be met by 2030.
- Where
- Brazil.
- Why
- A survey found that Black creators received fewer commercial offers and lower average fees than white creators.
This story does not have two clearly opposing sides.
A study called Afro BR found that one-third of the Black population had beauty references among content creators.
L’Oréal Brazil, Spark, MOVER and MC15 launched REPARA.
REPARA aims for at least half of creators hired in each audience-size category to be Black and for fees to be equalized.
- Survey sample
- 16,200 professionals
- Commercial offers
- Black creators received 29% fewer offers than white creators in the overall sample
- Average fees
- Black creators’ average fees were 32% lower than white creators’ in the overall sample
- REPARA target
- At least 50% of creators hired in each audience-size category to be Black by 2030
- Partners
- L’Oréal Brazil, Spark, MOVER and MC15
What people are saying
The idea is to bring in the whole market, agencies, media outlets and other companies, including competitors.
If the brand does not adapt to the reality of Brazil today, it will be leaving a large share of consumption on the table.