Tabitha Brown Says Business Took ‘Major Hit’ After Target DEI Rollback Boycotts
Tabitha Brown says her business has taken a “major hit” following boycotts of Target earlier this year. The backlash came after Target announced in January 2025 that it would end its diversity, equity, and inclusion (DEI) initiatives, including programs supporting Black- and minority-owned brands.
Brown, who sold home décor and hair care lines through the retailer, has since pivoted with the April launch of her Tab & Chance fragrance, sold directly to consumers.
Target Boycott affecting Black Businsesses
When the boycott was announced, Brown said she understood the desire for Black communities to boycott the retailer, but emphasized that many people would be affected. “Our sales will be hurt; and if anyone knows business, it doesn’t just happen overnight,” she says. This became a reality as she told Black Enterprise that “My Donna’s Recipe hair care line has taken a major hit because of, you know, Target.”
In response, Brown shifted gears with the April launch of her Tab & Chance fragrance line, created with her husband and sold directly to consumers via the HSN television network. On September 17, she shared on Instagram that Tab & Chance had reached $10,000 in sales.
Earlier this year, Melissa Butler, founder and CEO of The Lip Bar, shared that sales had declined by 30% since the boycott of Target began. Butler called on consumers to support Black-owned businesses through other channels, including buying from them directly.
Target Boycotts
Pastor Jamal Bryant called for a 40-day boycott against the retailer, which began on Wednesday, March 4. The movement spanned cities including Atlanta, Houston, Jacksonville, Florida, and Alexandria, Virginia. The “Target Fast” coincided with Lent, when some Christians observe fasting.
Target’s foot traffic fell for the ninth consecutive week amidst its 40-day boycott. The company’s traffic started to plummet in the first week after it shared that it was rolling back its DEI efforts. Bryant urged consumers to continue boycotting the retailer, as Target has only partially fulfilled one of the four requests outlined in the Target Fast campaign to meet its $2 billion commitment to Black businesses.
We had four asks and only walked away with one thing. I want to tell you what that one thing is. Target has agreed that by July the 31st they will complete the pledge of $2 billion for Black business,” he told The Christian Post.
Image: Clover
Update: This article was updated on October 7 to include details about Brown’s pivot to a direct-to-consumer model with her new fragrance line.
