With the major push for an overall more inclusive environment for Black people — plus the plethora of new beauty products pumped out by brands per minute — you'd expect that the beauty industry would be at the forefront of diversity and inclusivity. Unfortunately, while many brands have spoon-fed us the vague statement to “do better” via social media, there's still a lot of work to be done in order for the industry to truly represent beauty beyond its long-dated Euro-centric standards.
But if there’s one thing the beauty industry can’t deny, it’s the power of the dollar — or, more specifically, your dollar. By shopping Black-owned beauty brands, you're not only investing in great products, but are also helping to reform beauty's long history of discrimination.
From skincare to hair care, body care to cosmetics, there's a vast array of Black-owned indie and mainstream brands alike that we gladly purchase and support. Whether you're a fellow BIPOC person looking to invest in their community or an ally who wants to truly do better, take this small but mighty step in the right direction and shop some of our favorite Black-owned beauty brands for a more diverse, inclusive approach to beauty.
UOMA Beauty
This line of colorful cosmetics is currently one of the most popular beauty brands on the market for its high-quality shades of lipsticks, eyeshadow palettes, and more. Founded by Nigerian-born, Los Angeles- and London-based former beauty executive Sharon Chuter, UOMA Beauty gives people of color exactly what they're looking for: foundation shades that actually match, nude and red lipsticks that don't wash out deeper skin tones, and so much more.
➥ Best Pick: UOMA Beauty Say What?! Foundation ($39.00)
MANTL
There are a ton of reasons why we love MANTL: First off, it was cofounded by Queer Eye's expert on all things culture, Karamo Brown. Though we love to see a familiar celebrity face headlining their own beauty venture, the actual products speak for themselves. MANTL's main focus is to empower those who are bald or balding with high-performance products that pamper your scalp and skin, letting you embrace your body's natural process of balding in all its glory.
➥ Best Pick: MANTL Face + Scalp Invisible Daily SPF 30 Broad Spectrum ($27.00)
AMP Beauty LA
Founded by three HBCU grads and AKA sorority sisters, AMP Beauty LA is an online retailer that exclusively sells beauty products from Black-owned brands like Kamaleje, Curls, The Honey Pot Company, and Hairbrella. AMP Beauty has everything you need to make your beauty routine a little more fun, including a plethora of skincare, bath and body, haircare, and personal products. They even sell men's grooming must-haves like Scotch Porter's Moisturizing Beard Wash, so your man can level up his grooming game, too.
➥ Best Pick: BABY TRESS Edge Styler ($15.00)
LYS Beauty
Makeup artist Tisha Thompson used her 15 years of professional experience to create LYS Beauty, her line of color cosmetics and skincare essentials. The Clean at Sephora-approved brand is perfect for anyone who wants their face makeup to look undetectable. Thompson's line boasts 35 foundation shades, plus some of the best cream blushes and powder bronzers we've used in a long time.
Beyond her commitment to inclusive beauty, Thompson also created her charity LYS Beauty Legacy, which focuses on nurturing underrepresented communities through donations, partnerships, and community involvement. Currently, LYS is partners with GYRL WONDER, a nonprofit that helps create professional development opportunities for young women of color.
➥ Best Pick: LYS Beauty Triple Fix Serum Foundation ($22.00)
Keys Soul Care
Alicia Keys partnered with dermatologist Dr. Renée Snyder, M.D., to develop Keys Soul Care, a beauty brand that debuted in 2021. Her line makes skincare basics like a niacinamide serum, bakuchiol cream, and manuka honey mask. The beauty brand also sells wellness accouterments ranging from an obsidian face-massage roller and dry brush to a sage and oat milk soy candle. These natural products are free from more than 1,000 toxic ingredients, including parabens and sulfates.
➥ Best Pick: Mind-Clearing Body Polish with Glycolic and Lactic Acids ($25.00)
Danessa Myricks Beauty
We've personally been a fan of celebrity makeup artist Danessa Myricks’ stunning looks, so of course, we jumped at the chance to grab some of her amazing cosmetics — and you should, too! No matter what you grab from Myricks' pro-rated line of products, you'll always be satisfied with their intense pigments and easy-to-use blendability. With Danessa Myricks Beauty, the number of MUA-level cosmetic creations you can create are absolutely endless.
➥ Best Pick: Daness Myricks Beauty Colorfix 24-Hour Cream Color Mattes ($18.00)
Epara Skincare
If you're a fan of luxury beauty, then this line of nourishing skincare products is exactly what you need. Ozohu Adoh, founder and CEO of Epara Skincare, had Black people in mind while creating this line, tailoring the products to address different skin concerns for women of color. Another bonus: Epara Skincare uses only the finest organic ingredients sourced straight from Africa.
➥ Best Pick: Epara Skincare Intense Hydrating Mask ($147.00)
Fenty Beauty
Seriously, how could we make this list and not include Rihanna's groundbreaking cosmetics brand? Fenty Beauty, along with its sister skincare line Fenty Skin, sparked the resurgence of the celebrity beauty line, all while challenging everyone to take a broader look at mainstream's dated perception of beauty via campaigns that featured a diverse cast of products that appeal to all.
The brand's impact on the beauty industry was so large that people even dubbed it the Fenty effect, which promoted a higher standard of skin-tone inclusivity for all mainstream beauty brands.
➥ Best Pick: Fenty Beauty Pro Filt'r Soft Matte Powder Foundation ($38.00)
Gilded
From now on, Gilded should be your go-to for head-to-toe luxury skincare. Founder Blair Armstrong created a luxe line of clinically inspired skincare to treat your entire body to indulgence. Their dry brush may be the most popular product, but we highly suggest taking a look at Gilded's entire collection of soothing (and aesthetically pleasing) skincare.
Best Pick: Gilded The Marble Body Brush ($88.00)
Beauty Bakerie
Chances are, you already own something from Beauty Bakerie's delectable line of cosmetics. Founded by Cashmere Nicole, this cosmetics brand features tons of adorable lippies, eyeshadow palettes, and much more that are almost good enough to eat. Plus, you won't have to worry about any of these budget-friendly picks wiping out your bank account.
➥ Best Pick: Beauty Bakerie Face Flour Baking Powder ($24.00)
PAT McGRATH LABS
Dame Pat McGrath is a visionary legend in the world of beauty, and it's no wonder that her brand has become equally as iconic. The luxury cosmetics brand headlined by McGrath is filled with game-changing products of a high quality that's simply unmatched. PAT McGRATH LABS may be a bit pricier than most beauty brands, but trust us — their buttery-soft eyeshadows, lipsticks, and more are oh so worth it.
➥ Best Pick: PAT McGRATH LABS Mothership IX Eyeshadow Palette: Huetopian Dream($125.00)
KLUR
If you're into all-natural and organic skincare, then look no further than KLUR. Founder Lesley Thornton's original mission was to create clean, ethical, and inclusive products for people of all backgrounds to enjoy. Fast-forward to now, and the line is filled with botanically driven, eco-inclusive products that both you and your skin will never get enough of.
➥ Best Pick: KLUR Elements of Comfort Botanical Body Oil ($70.00)
Pattern by Tracee Ellis Ross
Founded by none other than Black-ish star and all-around queen Tracee Ellis Ross, this line of haircare was made precisely for curly, coily, and tight-textured hair types in mind. Ross' line of curl-enhancing products has amassed a fanbase of curly-haired people for its high-quality, safe, and cruelty-free (not vegan, since a few of the products contain honey) formulas packaged in sustainable and recyclable packaging.
➥ Best Pick: PATTERN by Tracee Ellis Ross Leave-In Conditioner ($25.00)
TOPICALS
TOPICALS is one of the trendiest beauty brands of the moment, all thanks to their cutesy vibe and high-performing skincare products. Founded in 2020, TOPICALS completely took over our faces with their science-backed skincare products that leave out added synthetic fragrances and dyes, so even the most sensitive of skin types can enjoy their impressive formulations. Pretty cool, especially considering the fact that founders Olamide Olowe and Claudia Teng created the brand from their apartment.
➥ Best Pick: TOPICALS Faded Serum for Dark Spots & Discoloration ($38.00)
Hanahana Beauty
This recently relaunched brand is on a mission to “disrupt the global beauty industry,” and they definitely seem to be on the right track to their goal. Founder Abena Boamah-Acheampong wants to to create more opportunities for accessibility, transparency, and sustainability within the industry. Every product is homemade, uses all-natural ingredients (like their famed shea butter sourced from the Katariga Women's Shea Cooperative in Ghana), and leaves your skin feeling smooth and nourished.
➥ Best Pick: Hanahana 2-in-1 Body Bar ($15.00)
TPH by TARAJI HENSON
Can't you tell that we really love celebrity beauty brands? This haircare brand from award-winning actress Taraji P. Henson has a special place in our hearts for its scalp-first approach, as well as total transparency regarding what's in and what's left out of the formulas. (They even have a glossary dedicated to every ingredient used in the line.) Plus, its price tags are definitely something to smile about: Each product is less than $20!
➥ Best Pick: TPH by Taraji Henson Master Cleanse ($14.99)
Mented Cosmetics
Founders KJ Miller and Amanda E. Johnson came together over a glass of wine one night (pinot noir, to be exact) when they both realized how hard it was to find a nude lipstick that works for different skin types. From that conversation came Mented Cosmetics, a line of color cosmetics that'll help you find that perfect neutral shade for your skin tone. Since their debut lipsticks, Miller and Johnson have gone on to extend the line into blushes, eyeshadow palettes, and more.
➥ Best Pick: Mented Cosmetics Everyday Eyeshadow Palette ($28.00)
Hyper Skin
This brand has one mission: to help tackle any hyperpigmentation issues you may have while brightening up your complexion. So, it's no wonder that Hyper Skin's sole product is their fan-favorite vitamin C serum, which uses the power of that intense antioxidant to give your skin the boost it's been begging for.
➥ Best Pick: Hyper Skin Hyper Clear Brightening Clearing Vitamin C Serum ($58.00)
Golde
Though Golde is definitely more of a wellness brand than it is a beauty brand, they do have two face masks that have become cult favorites (and personal favorites of ours). Golde's approach to skincare is very similar to their wellness beverages and powders: Founder Trinity Mouzon Wofford is dedicated to using only the cleanest, superfood-derived ingredients like turmeric and natural chlorophyll to boost your complexion.
➥ Best Pick: Golde Clean Greens Face Mask ($34.00)
Oui the People
Oui the People's curation of body care products just can't be beat, but we're especially obsessed with The Single, their single-blade razor that cuts through body hair like a champ without slicing you up like a butcher. Unfortunately, it's sold out at the moment, but the rest of their body care line is definitely something you don't want to snooze on.
➥ Best Pick: Oui the People The Big Reveal PHA Ingrown Relief Toner ($25.00)
Nyakio Beauty
Created by beauty guru and founder of BIPOC beauty shopping platform Thirteen Lune, Nyakio Greico, this line of high-performance skincare is what your beauty arsenal needs if your skin is looking a little lackluster. Greico's line is filled with carefully selected, globally sourced ingredients inspired by her own family's beauty traditions, and it's free of parabens, phthalates, and sulfates.
➥ Best Pick: Nyakio Beauty Marula & Neroli Brightening Oil ($40.00)
Flawless by Gabrielle Union
We're obsessed with actress Gabrielle Union's impressive haircare line. She co-created the line with celebrity hairstylist Larry Sims to give this collection of haircare goodies a luxurious feel and performance with a low price tag. (In fact, most products are under $10!) This hydration-focused haircare line was created for curly-headed people in mind, but just about anyone can enjoy the products' strand-moisturizing benefits.
➥ Best Pick: Flawless by Gabrielle Union Restoring Exotic Oil Treatment ($9.97)
Juvia’s Place
Juvia's Place is well on its way to becoming a beauty empire (with a skincare line coming soon, too!), thanks to its delightfully flamboyant collection of vibrant eyeshadow palettes, lipsticks, and so much more. Inspired by the vibrancy of Africa, this brand was brought about to celebrate the “rebels, rulers, and queens of the African kingdoms of long ago,” according to their website.
➥ Best Pick: Juvia's Place The Saharan Eyeshadow Palette ($20.00)
54 Thrones
This ethically-sourced and sustainably made skincare brand created by Christina Funk Tegbe pays homage to African cultures. This luxury beauty staple only uses ingredients sourced from cooperatives and artisans across Africa, influencing you to incorporate traditional African beauty rituals and staple ingredients into your own routine.
➥ Best Pick: 54 Thrones African Beauty Butter in Egyptian Lavender and Moroccan Mint ($24.00)
Bread Beauty Supply
With its thoughtfully curated packaging, Clean at Sephora seal of approval, and focus on minimalism, Bread Beauty Supply is clearly for the cool kids. This brand has been making waves with its self-described “hair care basics for not so basic hair,” and its curated line of nourishing products aims to give your hair what it truly needs: clean and simple ingredients.
➥ Best Pick: Bread Beauty Supply Hair Oil Everyday Gloss ($24.00)
The Crayon Case
How could you not fall in love with a cosmetics brand that's as adorable as The Crayon Case? This beauty brand founded by beauty entrepreneur Reynell Steward (you may know her as Wuzzam Supa on Instagram) wants you to get messy with your makeup to create limitless works of art on your face. You'll definitely let your inner kid out once you grab one of The Crayon Case's amazing cosmetics products.
➥ Best Pick: The Crayon Case Box of Crayons Palette ($29.97)
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Black Girl Sunscreen
Just like its name states, these sunscreen formulas were crafted with deeper skin tones in mind. This collection of sunscreens won't leave a white cast or ashy finish on your skin — just 100% cruelty-free, vegan, and at-minimum SPF 30 sun protection. Since founder Shontay Lundy launched Black Girl Sunscreen in 2016, the brand has earned a cool $5 million dollar valuation in 2020.
➥ Best Pick: Black Girl Sunscreen Broad Spectrum SPF 30 ($15.99)
Vernon François Haircare
Created by sought-after celebrity hairstylist Vernon François, this haircare line is formulated to give curly, kinky, coily, and even wavy/straight hair types exactly what they need for better, healthier hair. This sparkling-clean beauty brand is Leaping Bunny-certified, cruelty-free, and vegan. Plus, the brand promises to solely use the highest quality natural oils, plant extracts, and botanicals to formulate their haircare products. Better for your hair and the environment? We'll take it!
➥ Best Pick: VERNON FRANÇOIS Nourishing Hair Mist Amino Acid Treatment ($15.99)
Base Butter
This Beyoncé-approved skincare brand deserves a top spot in your beauty arsenal. Founders She'Neil Johnson and Nicolette Graves want to help oily, combination, and acne-prone skin types feel protected and comfortable in their own skin. And with the results you'll see from their top-grade skincare products, you’ll definitely heal that love-hate relationship with your complexion in no time.
➥ Best Pick: Base Beauty Radiate Aloe Vera Face Jelly ($29.00)
TLB
Don’t let this brand’s former name, The Lip Bar, fool you: Yes, founder Melissa Butler did start the brand by making lipsticks in her own kitchen, but now, TLB has blossomed into a full array of color cosmetics to swatch and swipe on. This cruelty-free beauty brand is more than just makeup — it's a celebration of your individuality and background, no matter who you are or where you're from. And isn't individuality truly beautiful?
➥ Best Pick: TLB Liquid Matte Lipstick in Bawse Lady ($13.00)
