In a world dominated by discount culture, one ethical UK skincare brand’s recent post stood out…
While many brands have jumped on Black Friday deals, you won’t see them from everyone. Some are selective about their offers, focusing only on products you need… to avoid overconsumption.
The intention is clear – to protect brand integrity and stay true to the principles of quality, ethical resourcing and production, and conscious consumer purchasers who give back. But does opting out of Black Friday entirely truly serve the mission, or could it be a missed opportunity and, with a little more thought, create even greater impact – if these brands are more innovative and return – Back to Black?
The brand and its purpose
This particular brand was born out of love, heritage, and family necessity. The founder turned to their roots – experimenting at home with high-quality shea butter and natural ingredients traditionally used for generations of Africans. Within days of use, the skin was transformed.
That moment inspired a business built on efficacy, integrity, and empowerment. The company sources premium natural ingredients through a model that champions female empowerment and fair trade. Each product sold is part of a larger story: one that uplifts women and communities.
Is opting out the only option?
Skipping Black Friday aligns with conscious consumption values. Heavy discounting can dilute brand equity and contradict the message of sustainable, fairly priced products. It also avoids the perception that a product’s value fluctuates with seasonal promotions – a key consideration for this ethical and luxury skincare label.
Therefore, the brand believes refusing to participate in consumer frenzy underscores its credibility. And, demonstrates confidence: a refusal to compete in a race to the bottom when true worth lies in manufacturing integrity, authentic culture, and a sense of community.
Instead, the case for doing good!
However, complete silence during Black Friday can feel like a missed opportunity. At its heart, this brand is about empowerment – improving lives through ethical trade. Black Friday doesn’t have to mean discounting; it can mean giving back.
💚 We love the sentiment – but imagine if this were Give Back Friday rather than just opting out – where every purchase on Black Friday offered additional support to the women in sourcing communities.
By redirecting the commercial momentum of the season toward a cause, the brand could amplify both awareness and impact. Imagine if each Black Friday purchase contributed extra funds used directly to educate, train more, or offer additional healthcare initiatives. Then the message – “This Black Friday, your skincare supports her future” – could align perfectly with the mission and strengthen emotional connection with consumers.
You can participate without sacrificing ethics
Several purpose-led beauty and fashion brands have successfully redefined Black Friday:
- Tropic Skincare (UK): “Give Back Friday,” funding education days for disadvantaged children rather than pushing discounts.
- SheaMoisture: Integrates female empowerment into its model, funding entrepreneurship and reinvestment in women-led businesses.
- Lucy & Yak (UK): Donated a share of Black Friday profits to charity, showing sales events can drive meaningful change.
These examples prove that brands can participate without sacrificing ethics – using the occasion to elevate purpose over price – there are impact-driven alternatives.
Missed opportunity or statement of strength
Skipping Black Friday entirely may align with the stance against overconsumption – but it could also limit reach and greater awareness. A thoughtfully designed “Black Friday for Good” campaign can preserve price integrity while fuelling empowerment on the ground.
By channelling proceeds toward education, healthcare, or women’s enterprise in sourcing communities, a brand can transform a sales moment into a global message that every purchase empowers.
Back to Black (Friday)!
Black Friday isn’t inherently bad – it’s how it’s used that matters. For a brand born out of compassion and heritage, turning it into a force for good can expand impact and celebrate the women who make these products possible. Because real change doesn’t come from avoiding the conversation – it comes from reshaping it.
Visual Identity wholeheartedly supports this brand’s values and philosophy. These reflections aren’t criticism — they’re creative observations on how something already good could evolve into something even more powerful.
