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The Personal Care Products Council Announces Inaugural
Madam C.J. Walker Award for Excellence in Diversity, Equity and Inclusion
Beauty Industry Recognizes Latriece Watkins, EVP, Walmart, as DEI Champion

Washington, D.C. – The Personal Care Products Council (PCPC) is proud to announce its first annual Madam C.J. Walker Award for Excellence in Diversity, Equity and Inclusion (DEI). The award recognizes individuals who demonstrate an outstanding commitment to DEI through strong leadership and sustained efforts with a focus on workplace culture, programs and policies, or through external engagement with consumers and communities.

Presented at the 2021 PCPC Virtual Summit, the selection committee awarded this distinction to Latriece Watkins – executive vice president, Consumables, Walmart U.S. – in recognition of her dedication to advance DEI. Watkins is broadly recognized and admired across the industry as someone who leads with respect and lifts others. She champions DEI programs that create sustained, consistent and significant impact, both within her company and her community. PCPC’s Madam C.J. Walker Award recognizes the industry’s commitment to a more inclusive society.

“Beauty and personal care products companies are committed to helping shape a more diverse, equitable and inclusive world. This award is an opportunity to recognize peers who are ahead of the curve and leading by example,” said Keech Combe Shetty, PCPC Board chair & executive chair, Combe, Inc. “It is my distinct honor to present the first award to Latriece, a catalyst for change whose exemplary work inspires us all to do better.”

The award honors industry pioneer Madam C.J. Walker – who started her hair care business at the turn of the century, during a time when women of color had few rights and little opportunity. The Award will be given each year during PCPC’s Annual Meeting (held virtually in 2021) to an individual in the cosmetics or personal care products industry. Nominees will be judged on areas of achievement based on predetermined criteria.

“We are proud of our progress and, while we know there is more work to be done, we are fully committed to creating a more beautiful and sustainable world,” said Lezlee Westine, president & CEO, PCPC. “It is critically important that we examine society’s challenges and do what we can to address them.”

Photo: Latriece Watkins

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The Personal Care Products Council (PCPC) is the leading national trade association representing the global cosmetics and personal care products industry. Founded in 1894, PCPC represents 600 member companies who manufacture, distribute and supply the vast majority of finished personal care products marketed in the U.S. As the makers of a diverse range of products millions of consumers rely on every day, from sunscreens, toothpaste and shampoo to moisturizer, makeup and fragrance, personal care products companies are global leaders committed to product safety, quality and innovation.

For more information on cosmetics and personal care products and their ingredients, please visit www.CosmeticsInfo.org.