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The first Code for the Defense and Inclusion of Black Consumers redefines the fight against racism in consumer relations in Brazil.

A groundbreaking initiative by L’Oréal Luxe and MOVER in the Brazilian luxury market, developed within the Afroluxe program, proposes new standards for retail service and has already received major national and international recognition.


The initiative directly responds to the findings of the research “Racism in the Luxury Beauty Retail Market”, commissioned by the Company in 2024, which identified 21 racist practices experienced by Black consumers throughout the shopping journey.

Even without the force of law, the Code presents a set of 10 self-regulatory norms with strong ethical and symbolic value. These rules aim to address racism in its most subtle and structural forms and call on the luxury market to promote effective and concrete changes by questioning practices historically normalized within the sector.

The concept of the Code for the Defense and Inclusion of Black Consumers was conceived by Beta Collective, the agency that led the strategic development of the project from its origin, structuring the concept, narrative and art direction of the initiative. Beta Collective translated the legal content into a powerful, accessible and thought-provoking editorial work, expanding the reach of the message and strengthening the Code’s cultural impact.

The Code was developed in collaboration with Black Sisters in Law, an initiative dedicated to connecting and strengthening Black women lawyers in Brazil and abroad. It is grounded in a critical analysis of the Brazilian Consumer Defense Code.

Among the proposed standards are guidelines such as mandatory anti-racism training, prompt service, guaranteed free access and circulation for Black consumers in retail spaces, and clear protocols for searches or approaches, which must occur only when supported by unequivocal evidence. The Code also establishes specific rules for the beauty and personal care sector, including the requirement of adequate product availability to meet the specific needs of Black consumers, such as skin tones and hair types.

The publication features illustrations by Mulambö, a Brazilian Black artist whose work explores racism and social inequality in Brazilian society.