The world of beauty is vast. You'd think that with the countless items that make up the massive market, everyone would feel represented by the offerings. Unfortunately, that hasn't always been the case—for decades, deeper skin tones were downright ignored. Few products were created with dark skin tones in mind, and many brands mistakenly thought one "deep" foundation shade was enough. Walking through the beauty aisle was an isolating experience.
Systemic racism is deeply rooted in society, and the global unrest surrounding racial injustice should spark a call to action to support the Black community more than ever before. A small way to show solidarity is by investing in Black-owned businesses. Thankfully progress has been made, and more and more products are being created for people of color, by people of color. Black-owned beauty brands aren't asking for a seat at the table, they're making one.
What I love most about supporting F.U.B.U. brands (for us, by us) is that their intentions are always pure: serving the underserved. In a world where being "diverse" and "inclusive" has become a marketing tactic to benefit from the Black dollar, it feels right to support brands who've been focused on our community from the beginning, to give them the recognition they deserve. Note: this is just a start—there are plenty of Black-owned beauty brands that deserve your attention that aren't included in this list.
Here, 41 Black-owned skincare, haircare, and makeup brands we'll never stop rooting for.
OUI The People
Founder Karen Young initially built OUI the People (formerly known as OUI Shave) with the goal of introducing a non-abrasive razor blade to the beauty market. Since its 2015 debut, the brand has expanded its body care offerings to include bath soaks, a hydrating body gloss, as well as ingrown hair toners and sheet masks for the bikini line. One thing's for sure—your shaving ritual will never be an afterthought once you get your hands on these luxe products.
Keli Smith created plant-based product line Kaike (pronounced cake) in 2015 to address the complex needs of dry, oily, sensitive, and acne-prone skin with the use of minimal, multi-purpose products. From simple, organic ingredients (mango butter, matcha powder, hemp seed oil, to name a few) come super hydrating products like body cream and lip balm that promise dry and dull skin will be a thing of the past.
Kristen Noel Crawley first introduced KNC Beauty to the beauty world with the rollout of a single selfie-worthy, all-natural lip mask. The brand can now be found on the shelves of Sephora and Urban Outfitter's and has since grown to include a full range of skincare treatments such as a star-shaped retinol eye mask, lip scrubs, lip balms, and sheet masks.
Shani Darden Skincare
Ever been mesmerized by Kelly Rowland’s glowing complexion or wondered how Laura Harrier, Chrissy Teigen, and Rosie Huntington-Whiteley keep up their preternatural radiance? Two words: Shani Darden. She's the facialist trusted by Hollywood's clear skin set, and she's made her skin intelligence accessible to all with a curated line of essentials under her name: Cleansing Serum, Sake Toning Essence, Weightless Oil-Free Moisturizer, plus the celebrity favorite, Retinol Reform.
After battling hormonal acne and hyperpigmentation during pregnancy, founder Desiree Verdejo was inspired to create a solution to treat her own skincare issues. The result: Hyper Skin's 15% vitamin C serum, formulated with kojic acid, turmeric, and licorice root extract to subdue stubborn dark spots.
It's impossible not to fall in love with Hanahana Beauty's special story once you hear firsthand from the brand's founder, Abena Boamah, just how much thought goes into each incredible product. Hanahana provides women of color with handcrafted shea butter sourced straight from Ghana. I rely on the shea body butter to soothe and hydrate my skin in the brutal winds of winter, and to give me a glow-up when the sun comes out.
This luxury skincare line was birthed out of founder Ozohu Adoh's kitchen, but is now available at Barney's. Women of color willing to invest in sophisticated formulas that will do right by their skin will appreciate that African botanical ingredients are at the heart of each product. If hyperpigmentation and dehydration are your biggest skin ailments, I highly recommend Epara's brightening night balm, which works overtime to target those exact issues.
Founder She’Neil Johnson dreamed up Base Butter to serve women of color who care about products made of pure, simple, and good-for-you ingredients. Since the brand's inception in 2015, Base Butter has exploded, and now carries the number-one aloe vera gel–based moisturizer for pH-balanced and hydrated skin. It makes my skin feel like silk.
When looking for products to help his skin problems, actor and model Dorion Renaud couldn't find any he really loved, so he decided to create his own. "I created Buttah Skincare for us," he says on his website. Each product is infused with organic shea butter imported from Africa to reinvigorate your skin's natural radiance. I've had the privilege of seeing Renaud's skin in-person, and let me tell you, it made me want to get my hands on his products ASAP. To save my inherently dry skin, I lather the shea butter over rough patches right before bed.
Aba Love Apothecary
You won't find any synthetic fragrances, petrochemicals, or parabens in Aba Love Apothecary's products. Instead, you'll find potent, botanical ingredients and antioxidants. Founder Aba Gyepi-Garbrah has a passion for plant medicine, which inspired her to infuse healthy ingredients into her products. She received professional training at the New York Institute of Aromatherapy, so customers can be sure that each product is legitimate and will bring a great deal of healing to the skin.
Mary Louise Cosmetics
Meet Mary Louise Cosmetics, a brand that was born out of Akilah Releford's dorm room at Howard University. With dreams of creating a "fix-it-all" product that did not compromise ingredients and affordability, Releford created a 100 percent vegan brand best known for its Miracle Serum: an acne and scar-erasing serum that'll give you a glow that cannot be duplicated—scroll through the brand's Instagram to see for yourself).
Beneath Your Mask
After overcoming Lupus, founder Dana Jackson was inspired to create a brand that meant something to her. The name "Beneath Your Mask" stems from her willingness to to take off her mask with the help of luxury products carefully sourced from clean ingredients. These sleek products serve women who are willing to invest and want to feel good. Trust, the Heal Whipped Skin Soufflé ($28) will take you there.
Dr. Jeanniton, the creator and founder of Epi.Logic, has spent years in her practice working with all skin tones, finding solutions, and discovering what actually works. This led her to create a line that blends both worlds of science and skincare together. My favorite product is the Collagen Renew Growth Factor Serum—once you experience it you'll also agree that there's no other product on the market like it.
Black Girl Sunscreen
It's no secret that the majority of sunscreens are not made with women of color in mind, which result in a ghostly white caste on our deep complexions. Black Girl Sunscreen is a brand committed to changing that. Simply, yet powerfully put: "[It's] sunscreen made by women of color for people of color, because we get sunburned too." Period.
Lauren Napier Beauty
Finally, a line that makes taking off your makeup cool again with the chicest packaging ever. Founder Lauren Napier found a need for beauty minimalists: makeup removing wipes that do it all without harming your skin in the process. These efficient products are packaged for women on the go with minimal time who care about clean ingredients.
Skincare and wellness brand Golde uses superfoods to power skincare. Created in Brooklyn by co-founder and CEO Trinity Wofford in 2017, this line of products uses pure, natural ingredients to keep your skin clear, healthy and glowing.
A pioneer in the inclusive makeup world, supermodel Iman founded Iman Cosmetics with skin of color in mind. Her motivation was personal: In her modeling days, she often found that makeup artists on shoots simply wouldn't have foundation shades to suit her skin tone. Now, from beautifully pigmented bronzers to the rich cream concealers, Iman has some of the most stunning and diverse color palettes around.
Coloured Raine Cosmetics
In 2013, Loraine R. Dowdy walked away from her nine-t0-five to create a cosmetic line centered around self-expression. And she doesn't disappoint: Coloured Raine Cosmetics offers a vast shade range of eyeshadows and lip colors with bold color payoff and long-lasting staying power that will surely inspire play.
Let's keep it 100: Does Fenty Beauty even need an introduction? Since the birth of the brand, Rihanna has delivered top-of-the-line products with all complexions in mind. I can thank RiRi for creating my personal favorite foundation of all time (I'm shade 420), but what's even better, the Fenty Effect (offering more than 40 foundation shades in a range) is real.
"This is not multicultural beauty; this is simply beauty, and all are welcome to this beautiful tribe," reads Uoma Beauty's website. Can this go on a billboard? The boundary-breaking brand was founded by Nigerian-born boss Sharon Chuter, an all-around force in the industry who was named one of the 50 most forward-thinking executives shaping the future of the beauty industry by WWD. The Afropolitan-inspired collection doesn't follow a makeup manuscript. The shade-inclusive foundations, vivid lip colors (which I always get compliments on), and newest Brow-Fro pencil aim to tell a different story.
The Lip Bar
Before creating cruelty-free and vegan products was on-trend, there was The Lip Bar. After leaving her job on Wall Street, founder Melissa Butler began cooking up clean formulas completely free of chemicals in her home. When it comes to diverse shade ranges for all skin tones and a bold and beautiful color pay-off, The Lip Bar still wins.
For so many years, women of color were excluded from the "nude" makeup conversation. Nude is not one-shade-fits all, and a single beige color is surely not going to complement all deep skin tones. The founders of Mented Cosmetics wanted to redefine what "nude" means for women of color. So they created "nude" lip products and eyeshadow palettes available in a diverse range from deep chocolate to soft taupe. I'm never not complimented on my lipstick when I'm wearing Mented.
AJ Crimson Beauty
To put it simply, AJ Crimson is a makeup guru. A seasoned celebrity makeup artist and beauty entrepreneur, he founded one of the first makeup lines to serve all skin tones. “I wanted to create a product inclusive of women of all ethnicities, a product all women could find ownership in and believe in," Crimson writes on his website. "So often, makeup has been designed with a one-size-fits-all mentality, and with black women and women of color my cosmetic line contains shades for women of every ethnic background and skin tone.” His contour palette gives me the chiseled cheekbones of my dreams.
Beauty Bakerie Makeup
Beauty Bakerie was founded in 2011 by Cashmere Nicole. Nicole had a dream of creating a makeup company, and even through a battle with breast cancer and raising her daughter as a single mom, she stuck with it. After the rest of the world caught on to the brand's viral liquid lipstick videos—which show the product's miraculous staying power—Beauty Bakerie's success skyrocketed. Dream of putting on a lipstick and never having to touch it again? Get their infamous Matte Lip Whip; it's a crowd-favorite because it legitimately does not budge.
Pat McGrath Labs
Pat McGrath, the "Mother of Makeup," needs no introduction. Her products are unparalleled and everything she touches turns to gold. Her iconic makeup brand has turned her into a Black woman who owns a company that's worth more than $1 billion. I stan, celebrities stan, the whole worlds stans Pat McGrath. So, yes, you should 100-percent believe the hype.
Ask any professional makeup artist of color to name their favorite makeup brands, and I guarantee Danessa Myricks will be mentioned. This artisanal-brand was developed to fill a void Myricks was experiencing herself: "As a self-taught makeup artist with minimal resources at my disposal, I had to be creative with the products I had access to, by maximizing their usage and creatively mixing and blending colors and textures to make things work," Myricks wrote on her website. "Even with this I found I was often limited by existing shades and textures and had the desire for more. Thus, the desire to create my own line of products to fulfill this void was born.”
Sunday II Sunday
Leading an active lifestyle has its hair challenges: You sweat. You shampoo. You repeat again and again. And you're likely dealing with moisture loss or scalp irritation. Sunday II Sunday, founded by serial entrepreneur Keenan Beasley, is a high performance line of treatment serums, oils, and sprays designed to help. A standout? The Soothe Me Daily Scalp Serum, a gentle cooling serum that calms inflammation and itchiness and keeps flakes at bay.
Since 2004, Eden BodyWorks has been supplying the natural hair community with top-of-the-line hair care essentials. Founder Jasmine Lawrence took to her kitchen to dream up her inaugural hair product line after being inspired by naturally-derived ingredients that do wonders for hair health. Every product is loaded with vitamins and rich oils to keep hair moisturized and primed for styling.
Founder Julian Addo launched Adwoa Beauty in 2017 to fill the industry's lack of hair care options for kinky textures. Known for its sleek, minimalist packaging and rich formulas, the line has a couple must-try essentials: the ultra-hydrating and frizz-fighting Baomint Moisturizing Curl Defining Cream and the Protect and Shine Oil Blend that keeps hair hydrated and defined for the long haul.
Dealing with a flaky scalp and treatments that ultimately dried out her hair, Susan Edwards was emboldened to created a natural, nourishing solution of her own. At the core of her line Uhai Hair: the antioxidant-rich African superfood baobab oil, which helps shield hair from environmental damage and dryness while soothing irritated scalps. It's found in everything from the edge gel and treatment oil to styling creams and the nourishing conditioner.
Founder and CEO of Briogeo Nancy Twine wasn't fulfilled by her job on Wall Street and knew her life's true calling was working in beauty. She credits her grandmother, who taught her DIY recipes as a child, for igniting her passion for hair. Now, Twine is the youngest black woman to launch a line of shampoos, conditioners, hair masks (and more) at Sephora, which is major. Her products are created for all hair types, and made of antioxidants, oils, and vitamins to ensure stronger, healthier hair.
For more than 20 years, Taliah Waajid has been leading the natural hair movement with sustainable products. Curly, coil-y, kinky, and wavy girls: She's got you covered. Every single shampoo, oil, conditioner, and hair mask has moisturizing, conditioning, and cleansing benefits made specially for natural hair textures. Waajid's Green Apple Collection reigns supreme in my book because it makes my hair smell amazing for days.
The Mane Choice
When beauty, health, and science collide, you can expect something beautiful to happen—as in, gorgeous hair. The Mane Choice was created by a physician and registered nurse duo, who combined vitamins and nutrients in solution-based products, with healthy hair as the top priority. Want longer hair? Get your hands on their hair growth oil ($10).
Rucker Roots was started by two sisters with a family history rich in healthy hair. In the 1980s, their mother created her own concoctions from their family garden, using oils, mayonnaise, eggs, avocados, and more, and the girls grew up with a love for hair products. Inspired by their mother's use of the garden, Rucker Roots' shampoos and conditioners are derived from vegetable roots and vitamins to meet the needs of every naturalista.
Oftentimes, people make the mistake of grouping natural hair into one category. Wrong. Within natural hair, there are different curl types and a range of textures, which require different products. Mielle Organics understands this, and has focused on becoming the number-one haircare line for thick, curly type 4 hair (a more coarse natural texture). Founder and CEO Monique Rodriguez has a background as a registered nurse, and her experience in science helped her craft products full of minerals, amino acids, and herbs that enable healthy hair to thrive.
Tracee Ellis Ross told me it took her 10 years to create Pattern Beauty: a line of natural haircare products made for women with 3b to 4c curl types of textured hair. "The decision makers of the beauty world just didn't understand the magnitude, importance, beauty, and breadth of the curl community," Ross said in our interview. "I'm not saying everyone should go curly. But treat your hair with love, and develop and blossom in your own sense of selfhood; that's the most important journey. Embracing your beauty is a form of activism." You can trust that as one of us, she's putting on for us.
Created in 2011 by a mother of five, Janell Stephens dreamt up Camille Rose in her small kitchen. At the time, much of the haircare market was saturated with hash chemicals—especially products that spoke to the natural haircare community. Camille Rose is a line of over 30 ranges of product full of good-for-you, vegan ingredients that will breathe life back into your curls.
Wrap Life intentionally celebrates Black women through beautiful imagery and head wraps made with care. "The Wrap Life was inspired by West African expressions of head dress," the brand shares on their website. "We wear head wraps because they’re beautiful, fun and they allow colorful self-expression." And you should, too.
Suite Eleven, founded in 2018 by Ariel Smith-Liburd, is a cruelty-free, vegan nail collection suitable for every skin tone. Enjoy an eye-catching manicure by giving shades like From Brooklyn With Love (a bold true red) or Lauryn Hill & Chill (a vibrant yellow hue) a try.
Auda B Beauty
Dreamed up by Samara Walker, Auda B Beauty offers gel-worthy polishes in vegan, 10-free formulas. Choose your perfect shade from a wide palette and seal the deal with the Jetsetter Top Coat for a 7-10 day, chip-free finish. When you're done, try the nail-strengthening, acetone-free Soy Polish Remover loaded with vitamin A,C,E.
Pear Nova, created by Rachel James, is a collection of chic nail shades for all complexions worn and loved by Hollywood starlets like Issa Rae. The vegan formulas reimagine shades to work exceptionally well on women of color, like their BRWNGRLMGC collection of neutrals with names so iconic they're worth noting here: Cle F*ckin Patra, Frida Be Bree, Michelle Our Mama, and of course, Dianna Boss. So good.