The "Grad in Black" initiative goes beyond typical marketing campaigns by transforming the graduation moment, a traditionally frustrating experience for many black graduates, into an experience of inclusion, belonging, and pride. By redesigning graduation caps to accommodate diverse hair types, Vult becomes a part of consumers' lives, creating a brand experience during a significant milestone for its target, respecting and valuing their own identities and syles.

It showcases how brands can go beyond marketing campaigns to create genuine experiences that resonate deeply with their audience and contribute positively to society.

Even with over 56% of its population being Black, Brazil is a country marked by contradictions and exclusion. As the last nation in the Americas to abolish slavery, racial equality and access to opportunities remain elusive. However, recent efforts to enhance educational accessibility through quotas and financial aid programs have yielded promising results. For the first time in Brazilian history, black students are the majority in universities, marking a significant milestone in diminishing the racial gap in education. Yet, the feeling of genuine inclusion is still lacking.

Despite the increasing presence of Black students in Brazilian universities, significant disparities persist, particularly evident during a key moment: the graduation ceremony. The traditional graduation cap, symbolizing academic achievement, was originally designed for straight hair of European descent, highlighting ongoing racial inequality. What should be an emotional occasion often serves as a reminder of the systemic barriers faced by Black individuals, since they cannot use the cap as everyone else does.

Recognizing the need for change, Vult, a Brazilian beauty brand committed to societal transformation, partnered with Dendezeiro, a black fashion label, to address this issue. Together, they redesigned graduation caps, creating four distinct models tailored specifically for Afro-descendant hair, celebrating its unique characteristics. Through this initiative, Vult aimed to raise awareness of the silent violence perpetuated during graduation ceremonies and offered a solution to this symbolic moment.

Vult, a sister brand of O Boticário—Brazil's largest and most beloved beauty brand—focuses on empowering lower and middle-class women, particularly Black individuals, with haircare products suited for the diverse Brazilian population. The brand stands for self-pride and societal change by celebrating the origin, race, and social class of Brazilian women, enhancing individual self-esteem and also inspiring others within the community.

In early 2024, Vult aimed to target university students, a key demographic for its growth, and decided to go beyond a typical shampoo campaign, choosing instead to deepen connections through consumer needs and diverse narratives. The objective was twofold: to solidify Vult's presence in hair care, while staying true to its mission of societal transformation through inclusivity and women empowerment. With the creation of inclusive graduation cap models for Afro-descendant hair, the brand reinforced its commitment to celebrating diverse identities and stories.

Vult's shampoo line primarily targets Black women, celebrating their achievements in Brazil's unequal society. Despite improved access to education for Black Brazilians, traditional graduation caps still exclude them because they don't fit Afro-descendant hair, reflecting a clear design bias. To address this, Vult collaborated with the Black fashion designer duo Dendezeiro to create four new graduation cap models that accommodate and honor Black hair. This collection became a highlight at São Paulo Fashion Week, gaining attention from major media outlets, sparking a conversation on social networks, and inspiring a law for inclusive graduation caps in Salvador, the "blackest city outside of Africa." Adopted by main Brazilian universities and made available globally through open source, this initiative enabled Black graduates to express their identity and feel a sense of belonging at their ceremonies, transforming a symbol of racial bias into an icon of Black pride.

Vult targets women from lower and middle classes - mainly black women, since 56% of the Brazilian population is composed by black people. They are known for facing many challenges but, despite that, these women take pride in their lives and stories: most of them live in peripheral places, and 60% of them wouldn't leave their neighborhoods even if they had more money. They are proud of who they are and of their shared identity and community spirit. The victory of one is the victory of all.

Recently, with increased government inclusion efforts, their societal role has grown, not just in consumption but also in shaping Brazil's identity. In this context, college holds immense significance, symbolizing their access to formal education and celebrating life achievements. It marks a pivotal step towards greater recognition and empowerment within Brazilian society. That's why Vult is all about shouting out these stories.

Vult partnered with Black fashion duo Dendezeiro to create different graduation cap models for Black women: one for dreadlocked or braided hair, adaptable with a scarf; one for turbans, with a top opening; one for voluminous or curly hair, with a inner tiara for a secure fit; and one with fork combs, honoring the icon that has adorned Black power crowns over the decades.

It was launched with a mini-documentary featuring Dr. Joana Angélica, Brazil's first Black woman university dean, and past graduates who recreated their graduation photos, now wearing the caps.

The collection became a highlight at São Paulo Fashion Week, gaining attention from the media, sparking conversations on social, and even inspiring a law. Adopted by major Brazilian universities, it enabled Black graduates to express their identity and feel a sense of belonging at their ceremonies, transforming a symbol of racial bias into an icon of Black pride.

The direct impact of the inclusive grad caps is immeasurable: one thousand units have already been distributed to Black graduates, and more will be produced according to the demand from partnering universities. This impacts the students personally during the most important moment of their academic life, resulting in memories they'll keep for life.

Just four days after launch, "Grad in Black" became the most viewed and shared content in the brand's history, garnering 97% positive feedback, over 420 million impressions, 13 million organic views, and USD 3.5 million in earned media coverage from major Brazilian outlets.

It has been adopted by Brazil's main universities, confirming its applicability and endorsement by academic institutions. The open-source designs were downloaded in 21 countries. Salvador—the blackest city outside Africa—has enacted a law mandating the adoption of inclusive graduation caps by universities, demonstrating the initiative's influence on public policy and its potential for long-term impact.

The insight behind Grad in Black came from an observation often overlooked by almost everyone, but deeply felt by black people. After overcoming many barriers to access quality education, black Brazilian people encounter a final, silent form of discrimination: traditional graduation caps are made for european-descendant hair. Forced to conform to Eurocentric beauty standards, they are compelled to change their appearance to belong - like in many other spheres of their lives. If they try to express their identity, they end up having memories and photos of that moment without the traditional cap.

Grad in Black aims to address this disparity by empowering black people to embrace their identities in this symbolic moment. By providing caps designed to accommodate diverse hairs, the initiative seeks to instill a sense of belonging and inclusivity. It challenges existing norms and promotes authenticity, allowing them to celebrate their achievements with pride and dignity.