After protests swept across the country in response to the killings of Breonna Taylor and George Floyd, there was a call for companies and brands in all industries to show their support for the Black community. UOMA Beauty's CEO Sharon Chuter launched the Pull Up or Shut up Challenge, asking beauty brands to publicly disclose the number of Black employees working in its offices and headquarters. This call for transparency helped bring attention to how few Black people held corporate leadership roles in the beauty industry and implored brands to fix it.