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Chuter's #PullUpOrShutUp has been picking up speed, capturing the attention of beauty companies across the industry. The movement also gained support from beauty influencers, fans and many more who are demanding full transparency.

Beauty vlogger and influencer Jackie Aina, who boasts 1.6 million followers, stated in a video, \"Be conscious that to ignore the role you have played and continue to play in depriving black people access to economic participation, demonstrates a lack of genuine desire for lasting change.\"

Aina went on to advise followers to ask brands to pull up for real change or shut up and retract their statement of support. \"All brands that have had partnerships with me, I challenge and highly encourage all of you to participate,\" she said in a caption posted alongside her video.

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A post shared by PULL UP OR SHUT UP! (@pullupforchange) on Jun 2, 2020 at 11:33pm PDT

The 2020 Fortune 500 list only four black CEOs, and a 2019 analysis from Center for Talent Innovation shows only 3.2% of executives and senior manager-level employees are African American.

The #PullUpOrShutUp Instagram page has been bringing many of these alarming statistics to the forefront, and further encouraging fans to tag brands they've supported to reveal their numbers.

e.l.f. cosmetics

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A post shared by PULL UP OR SHUT UP! (@pullupforchange) on Jun 4, 2020 at 2:02pm PDT

One of the first companies to \"pull up\" was e.l.f. cosmetics, sharing that their leadership team is 14% black and diversity numbers stand at 45%. The brand later updated with a breakdown of the 45%, showing that 55% of employees are white, 17% are Asian, 14% are Hispanic or Latino, 7% are black or African American, 7% are two or more races, and 1% identify as American Indian or Alaska Native.

Glossier

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A post shared by PULL UP OR SHUT UP! (@pullupforchange) on Jun 5, 2020 at 10:59pm PDT

Glossier also participated, showing 43% of their staff identify as people of color, 9% as black, and that none of their colleagues in leadership positions are black.

Kylie Cosmetics

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A post shared by PULL UP OR SHUT UP! (@pullupforchange) on Jun 7, 2020 at 4:18pm PDT

Kylie Cosmetics' large beauty empire also revealed numbers that include 100% women-identifying, 53% white, 47% BIPOC, and 13% black.

Several other big-name beauty brands such as Revlon, Sephora, and Tarte have also been pulling up to reveal their diversity statistics.

After 72 hours, Chuter posted another Instagram message saying \"The fight has only begun.\"

\"Every 2 days we will post a list of 8 brands for us all to protest their silence and ensure they heard us and chose to ignore,\" she continued. \"We will give them 72 hours each to respond or we will assume they are not ready to be part of change. We will be publishing the list of those who decline to speak up.\"

The UOMA beauty founder went on to call out Nike, Adidas, Fashion Nova, and more, mentioning that these brands profit directly from black culture and money. \"They owe us an explanation of what they do with our dollars,\" she said.

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