31 Black-Owned Beauty Brands That Are Changing the Game


There’s no doubt about it: The last few years have ushered in a whole new standard of diversity and inclusivity within the beauty industry. Black-owned beauty brands are growing by the day, with game-changers like Tracee Ellis Ross’s hair care line, Pattern Beauty, and Rihanna’s first baby, Fenty Beauty, pushing boundaries for inclusivity in the space and entrepreneurs putting their expertise into product lines you’ll want to keep on steady rotation. New indie names and legacy brands alike have risen to the occasion, expanding their product offerings to accommodate women of color, and Black women in particular.

And while that industrywide growth is surely noteworthy, it’s also important to recognize that Black folks have provided for their communities long before mega retailers and their accelerator programs came along—and continue to do so to this very day. Now, more Black-owned beauty brands than ever before are addressing the specific needs of women of color at scale, crafting formulas specifically for melanin and textured hair. But plenty are also debuting products suitable for anyone and everyone, like luxury fragrances, clean hygiene products, and sunscreen that won’t leave a trace. Ahead are 31 to keep on rotation.

Thirteen Lune is a treasure trove of Black-and-brown-owned brands to discover, and the site serves as a one-stop shop for skin, hair, and makeup essentials you may not find elsewhere. With allyship at the center of the company, Thirteen Lune celebrates beauty and community with its dynamic team of industry experts, promoting luxurious and efficacious BIPOC products. The company is gearing up for its first brick-and-mortar in Los Angeles, following the launch of its first in-house brand: Relevant: Your Skin Seen. Created for all skin tones and types, Relevant is the brainchild of co-founder Nyakio Grieco, with the goal of championing inclusivity for all in the world of beauty. 

Uoma Beauty, founded by industry veteran Sharon Chuter, is all about creating a makeup range that is “forward thinking, radical and uncompromising.” The range, inspired by Chuter’s African heritage, is fun, vibrant, and inclusive for every skin tone out there. Not only does its full coverage Say What?! Foundation come in 51 shades, but each shade group (Dark Brown Skin, Brown Skin, Rich Tan Skin, Olive Skin, Fair Skin, and Very Fair Skin) is formulated specifically for the major concerns of that skin tone. Don’t sleep on the brand’s mascara either, which was engineered with women of color’s unique lashes in mind. 

We would expect nothing less than pure opulence and fantasy from Pat McGrath, one of the most influential makeup artists in the world (and a true self-made billionaire). Pat McGrath Labs is where stunning packaging and editorial finishes meet high-coverage formulas that truly deliver. While the shimmering eye shadow palettes are worth the splurge, the brand’s more everyday complexion offerings and trademark lip products are equally impressive. 

It’s hard to believe that Ami Colé, founded by Senegalese-American Diarrha N’Diaye-Mbaye in 2018, is a newcomer to the beauty space. Having started with just a skin tint, highlighter, and lip oil, Ami Colé has shot to mainstay status with its now expansive line formulated for melanin-rich skin. Check out its newer key categories like mascara and concealer, which come in sheer hues and clean formulas for the ultimate no-makeup makeup look. 

The brand behind Instagram’s favorite all-natural collagen-infused lip mask—and newly added retinol-infused eye mask—is brought to you by the multi-hyphenate (beauty columnist, designer, entrepreneur) Kristen Noel Crawley. The brand is stocked at luxe beauty destinations like Net-a-Porter and Violet Grey, and it’s no wonder: The line will keep your lips and skin soft and plump, and as a bonus, make for a pretty delightful selfie.

Actress and hair icon Tracee Ellis Ross gave the girls just what they needed: a hair-care line dedicated to embracing your natural texture and meeting your curl pattern where it’s at. Leave tips to tame, control, or stifle your hair at the door, because Ross’ collection of styling and wash day essentials is all about letting your curls be free in all their gorgeous (and healthy!) glory.

Mented—its name is short for pigmented—understands that nude means more than beige and is here to help you find the perfect nude for your lips. Since launching its incredibly creamy and pigmented lipsticks, the brand expanded to include brow pencils, foundation, and blushes. Although the brand caters to a range of skin tones, Mented promises to put women of color first, and it shows. 

From a candle that lets you burn the patriarchy (literally) to a bikini sheet mask and PHA toner for ingrown-hair relief, Oui the People (founded by Karen Young) makes a range of self-care products for a smooth, serene transition into spring—and the chic bath and shaving products are just asking to be photographed.

Founder Nancy Twine was fed up with all the big-name natural hair-care brands on the market, so she quit her finance brand and started Briogeo in her kitchen. Inspired by food-grade ingredients and Twine’s grandma’s homemade recipes, Briogeo aims to treat your hair how you treat your skin with nourishing, detoxifying, and protective ingredients. The Scalp Revival Scrub has a cult following, or try the Curl Charisma Defining Créme for weightless hydration.

Struggling to fade stubborn dark spots? When Desiree Verdejo couldn’t find a skin-care line dedicated to combatting hyperpigmentation after a bad hormonal acne outbreak, she set out to create one, and Hyper Skin was born. Its debut product, Hyper Clear Brightening Clearing Vitamin C Serum, has hundreds of reviews and plenty of customer before-and-afters that put the hardworking serum’s powers on full display.

Ask around for the most effective natural hair-care products, and Mielle Organics will likely come up. Created and formulated by registered nurse Monique Rodriguez, the brand is sold in hundreds of retailers around the U.S. Its Babassu Oil Mint Deep Conditioner is a fan favorite (seriously—the site reviews are glowing) for its cooling mint properties on irritated scalps, the moisturizing strength it provides, and the fact that it’s made with certified organic ingredients.

Founded by two Gen-Z women of color, Topicals has a huge fan base among the younger crowd—and a refreshingly edited selection of beauty products that cater to specific needs. There are four products total in the line: a dark spot corrector, a nourishing mask, a hydrating mist, and the latest drop, an ingrown hair toner.

Sunscreen has long left Black women out of the conversation, with chalky-white tones that left a telltale cast on skin. Enter Black Girl Sunscreen, which set out to create SPF formulas without the typical drawbacks. Sheer, lightweight, and actually nice to use, the brand has made daily sunscreen use—dare we say it—easy.

Calling all minimalists: Eadem is known for its singular product, which incidentally keeps selling out. Powered by niacinamide and vitamin C and intended to even out discoloration—which disproportionately affects women of color—the formula made quick work of acne scars for one Glamour writer too.

Adwoa Beauty has been centering scalp care long before it became a focus for mainstream haircare brands. Its formulations are clean, gender-neutral, and made specifically to nourish kinky, curly, and wavy textures. In short, Adwoa’s baomint collection, which is stocked at Sephora, is meant to make your scalp happy so your hair can be happy too. 

Named for the 54 countries in Africa, 54 Thrones got its start with an edited line of luxurious body butters, blended with botanical oils and shea butter sourced from Ghana, Uganda, Egypt, and other African countries. Better yet, they’re available in a range of refreshing scents, too—good luck trying to decide on just one.

You know a makeup artist’s line is really good when other makeup artists can’t stop talking about it—and that’s been the case with Danessa Myricks’s makeup collection. Her Colorfix Eye, Cheek, and Lip Cream Pigment (which, as the name implies, can be applied pretty much everywhere) is what made her a household name and eventually put the brand on Sephora’s shelves.

Danessa Myricks Beauty Infinite Chrome Kit

Created by cosmetic chemist Ron Robinson—the brains behind countless skincare products for big-time brands—this line is all about no-frills, results-driven formulations. It’s best known for its initial product, the Universal C Skin Refiner, which contains an encapsulated (and thus super-stable) form of vitamin C.

If you’re embracing your natural texture, you’ll want to add Bread Beauty Supply to your haircare lineup. The brand is on a mission to simplify wash day, with delicious-smelling formulas for your best curls yet. Bread Beauty Supply initially launched in 2020 with a trio of products (hair wash, mask, and oil)—and has since expanded to offer scalp treatments and an adorable giant silk scrunchie

Natural-hair wizard Vernon Francois has graced the crowns of queens like Lupita Nyong’o, Tessa Thompson, and Tracee Ellis Ross, to name a few. So it was only right for the textured-hair expert to launch his own line of products designed specifically for curls and coils. From repairing creams to refresher sprays and formulas made specifically for ’fros, the line has something for every kind of curl pattern.

When board-certified dermatologist Rose Ingleton, M.D., isn’t treating patients, she’s dreaming up new ideas for her skin-care line, which is packed with active ingredients and botanical extracts sourced from her native Jamaica. You can find her namesake line carried in Violet Grey and Sephora—no small feat for a relatively new brand.

As a celebrity esthetician, Shani Darden had the industry know-how to start her line—which, no surprise, is beloved by her many clients. (Kelly Rowland said that Retinol Reform, Darden’s hero product, changed her life.) Now with a cleanser, essence, eye cream, and moisturizer to round out the mix, her formulations can be found at Violet Grey, Sephora, and Net-a-Porter—pretty much the trifecta of luxury retail.

Shani Darden Skin Care The Ultimate Glow Kit

Whether you have a curly shag or a ’fro, a great pick can do wonders when refreshing your look and keeping the volume popping. The Walker Boys of Afropick launched decorative salon-grade picks that stand out from the rest, with designs spanning traditional African prints and ’80s-inspired graphics—all of which will look great perched on your countertop.

Ebi is a wellness company specifically focused on supporting mothers during the postpartum menstrual cycle. Breighl Robbins, the brand’s founder and CEO, created Ebi to support this overlooked area of public health (Robbins would know, as she previously worked in integrative medicine). Ebi’s plant-based line of products is all about helping mothers find a healthy and holistic balance between nourishing their babies and caring for themselves. 

Founder Ozohu Adoh first created the U.K.-based line in 2017—to treat a skin-care concern for herself after not being able to find any top-tier products that would work—spanning 10 products focusing on two major concerns for women of color: hydration and dissolving pigmentation. Now, with Epara’s collection available in the U.S., treat yourself to its best-selling and ultra-hydrating Comforting Body Cream.

Melissa Butler left the world of finance to start The Lip Bar—a vegan, cruelty-free beauty brand—out of her kitchen in 2012. Today? You can find the brand in over 400 Target locations, with a wide selection of gorgeous non-drying lipstick, lip gloss, and matte liquid formulas. Or buy online—the company’s website makes it easy to browse by skin tone, from fair tones to the deepest complexions. 

Chances are you’ve seen Beauty Bakerie’s Lip Whip liquid lipsticks on your Instagram feed. The lipsticks’ ability to stand up to smudging of any kind put the brand, and founder Cashmere Nicole, on the map back in 2014, and since then her baked-goods-inspired brand has been praised by everyone from Cardi B to Gabby Douglas. The brand made headlines again in 2018 for numbering its foundations and powder from darkest to lightest (Glossier followed its lead), but all of the products are just as cute as they are pigmented. 

Joining the (small) ranks of today’s revolutionized vaginal-health-care brands, The Honey Pot offers a range of products made to cleanse, protect, and balance. The Honey Pot’s products are 100% natural, made only with ingredients from the earth. As a feel-good bonus, the brand has a number of ongoing social impact programs that give back 2% of its annual sales.  

It’s time melanin-rich skin got the attention it deserves, and Buttah is here to give it. Founded in 2018, the skin-care brand set out to unite nature and science to develop rich creams, serums, masks, and more that will leave your skin nurtured and glowing. Customize your own skin kit to address your unique needs, and let these formulas work their magic.

Ourside was founded by Keta Burke-Williams after she realized there was a major gap in the market for a Black-owned luxury fragrance brand. The company is built upon the idea of a scent’s ability to transport you—even to a place you’ve never been. Ourside is one of eight BIPOC brands included in the MUSE Accelerator program at Ulta Beauty, and you can shop all three of its dreamy unisex fragrances in the below kit. 

Wouldn’t it be nice if there was a marketplace made with the purpose of discovering and supporting Black women artisans in the beauty and wellness space? Professor Kristian Henderson thought so, so she founded BLK + GRN. Launched just last year, the e-commerce site stocks an impressive lineup of natural products across multiple categories—from hair and skin to wellness and home—all crafted to meet the specific needs of Black women. Log on, and you’re guaranteed to add dozens of new brands to your radar.

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