One thing is certain, and two things are for sure: diversity is the name of the game in the beauty industry. From the resurgence of Fashion Fair Cosmetics to the genius of LYS Beauty, Black beauty bosses have fallen in line in response to the longing cries for products made with melanin-rich skin tones in mind. The beauty marketplace has notably shifted, with beauty retailers creating initiatives favoring Black- and POC-owned brands. And, of course, various legacy brands have returned to the drawing board to embrace inclusivity.
With 2025 officially in full swing, there’s no better time to Blackify your beauty collection. If you’re on the hunt for white-cast-free sunscreens with nourishing capabilities, a Black-owned brand will come in handy. For folks searching for defining curl mousses sans the sticky feel, there’s no need to fret. If ingrown hairs have become the bane of your existence, you can rest assured that those pesky bumps will be handled. In other words, there is no beauty faux pas that Black-owned beauty brands can’t remedy.
Black-owned brands never waver when catering to our wants and needs and giving back to our community in multiple ways. So, it’s time to put our money where our mouth is and return the favor. We’ve compiled a non-exhaustive list of 10 Black-owned beauty brands — from makeup to body care — perfect for helping you look and feel your best from head to toe. Happy Shopping!
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1. Cay Skin
Known as the brainchild of Winnie Harlow, Cay Skin has become a one-stop shop for all things sunscreen. As folks strive to add sun protection in every aspect of their routines, the brand is home to a collection of sunscreen oils, body lotions, lip balms, face lotions, and sun sticks. Aside from shielding your skin from harmful sun rays, these products make long-lasting moisture a top priority.
In case you’ve been MIA, Jayda Cheaves has entered the makeup game with her brand, Jayda Wayda Beauty. The influencer and entrepreneur has been a hot topic on TikTok’s #beautytok for her brand’s first product, the Lip Kit Trio. Featuring a lip liner, tinted lip gloss, and lip oil, the trio is designed to deliver a hydrating lip combo that lasts. Jayda is off to a great start, and we’re excited to see what other products will come down the pipeline.
Buttah Skin understands what melanin-rich skin needs to thrive: an even complexion, natural radiance, and endless moisture. Founded in 2018 by actor, singer, and model Dorion Renaud, the brand has become a mainstay in the beauty game thanks to its impressive product lineup. Each product, from nourishing toners to cleansing skin bars, is scientifically proven to help you reach your skincare goals.
The No.1 reason some folks with type 4 hair struggle to achieve healthy, long tresses is a lack of moisture. After founder and CEO Brittany Rose struggled for years to grow her hair, she decided to take matters into her own hands. In 2021, she created A Naturale Rose, a Christian haircare brand with products designed to lock in moisture, tackle breakage, and boost length retention.
Tired of dealing with braiding hair brands that overpromise and underdeliver? Has itchy braiding hair ruined your installs? Diann Valentine has the perfect alternative, courtesy of SLAYYY Hair. The brand stands out for its reimagined synthetic braiding hair, developed over two years to ensure an itch-free experience. Featuring 12 shades, this top-quality braiding hair is soft, lightweight, and pre-stretched for seamless installation and wear.
If you’re passionate about using natural products in your routine, Pure Tropix should be on your radar. The skincare line uses Caribbean ingredients and recipes to carefully craft skin-loving products — from honey and oil cleansers to lime-infused body butter — to address various issues.
When it comes to smelly goods, it’s important to find a fragrance that can last far beyond your last spritz. Kimberly New York, founded by Kimberly Walker, stands out from the pack thanks to its unique proprietary blend of 20% fragrance oil and natural solvents. The scents are sensitive-skin approved and offer a long wear time.
The mission of LYS Beauty is in its name: Love Your Self. Founded by seasoned makeup artist turned beauty boss Tisha Thompson, LYS Beauty is determined to encourage the masses to love themselves by creating clean beauty products that highlight natural beauty. TikTok has already fallen in love with the brand’s Skin Tint Foundation Stick, and we expect to see the same energy for the rest of LYS Beauty’s lineup.
Intention is the foundation behind Beyoncé’s Cécred haircare brand. Often recalling days of spending time in her mom, Miss Tina’s, Houston salon, the mogul is passionate about prioritizing textured hair and providing all hair types with the TLC they need. By fusing traditional methods, personal touches, and scientifically backed ingredients, Cécred offers the masses the essentials and specialized treatments to satisfy all haircare concerns. Judging by the glowing reviews, Cécred is here to stay.
Eadem is a beloved brand in the beauty world for its scientifically backed formulas that cater to all skin tones and types. From its Cashmere Peel Gentle Exfoliating AHA + PHA Toner ($42, Eadem.co), which combats hyperpigmentation with ease, to the multifunctional Mami Wata Ultra-Calming Rescue Mist ($44, Eadem.co), which quenches the thirst of dry skin and soothes, the brand continues to live up to the hype. As of September 2024, skincare mavens have been impressed with the brand’s Smooth Slate Ingrown Relief Serum ($36, Eadem.co), which tackles pesky bumps on all fronts.
