How Rahquel Purcell Is Keeping DEI Alive In Her New L’Oréal Role

In the words of Beyoncé: America has a problem. In 2020, the Black Lives Matter movement and rise of pandemic retail therapy saw Black-owned beauty brands hitting record numbers . For an industry that has historically left Black women in the dark , diversity, equity, and inclusion was the future.  Then, years later, DEI turned into a dirty word. The same Black businesses that just hit heights, crashed. They shut down , filed for bankruptcy, or were acquired by conglomerates just to stay afloat. But, for the world’s largest cosmetics company, L’Oréal, DEI never died. In fact, in 2026, its just been breathed even more life.  This month, the company—who owns over 40 brands including Lancôme, Aesop, and Kérastase—appointed Rahquel Purcell as its next Chief Diversity, Equity & Inclusion Officer of North America. She succeeded Liliahn Majeed, who’s resided over the position for the past three years. View this post on Instagram A post shared by ESSENCE (@essence) “We have phenomenal products, leading innovation capabilities and best-in-class consumer insights,” Purcell said in a press release. “I’m eager to partner with our brands and leverage these core assets to create authentic connections with diverse consumers and communities.”  And, her success doesn’t come as a surprise. In 2025, L’Oréal’s then Chief Transformation Officer of North America was one of ESSENCE’s Black Women In Business honorees .  “To be in this space, surrounded by the beauty, strength,…