12 Black-Owned Indie Beauty Brands to Keep on Your Radar
Shop now, tomorrow, and always.
This article originally appeared on InStyle.com by Erin Lukas.
The protests against police brutality and racism in the U.S. and globally has brought the systemic issues within the beauty industry to the forefront. However, not every brand has felt pressured to #PullUpOrShutUP. Black-owned companies have always supported the community by offering employment at all levels, creating inclusive ad campaigns, and have long been formulating products to cater to the needs of Black people.
But don't get it twisted, many of these products are still inclusive of everyone. So, if you've been wondering how to continue to support the Black community, it doesn't get any easier than consciously spending your money at independent Black-owned beauty brands.
Here, 12 Blacked-owned indie beauty brands to support today, tomorrow, and quite frankly, always.
Fed up with the acne treatments on the market? Rosen Skincare founder Jamika Martin created a line of products to treat breakouts at every stage. Instead of the typical medications and harsh formulas in acne skincare products, Rosen uses naturally-derived alternatives that are gentle, yet effective. Instead of a salicylic acid, the brand's best-selling Earth Cleanser is formulated with fuller’s earth clay, zinc oxide, and eucalyptus oil—all ingredients with natural astringent and anti-bacterial properties.
The customer before-and-after photos on the brand's Instagram feed speak for the efficacy.
Shop it! $18, rosenskincare.com.
Oui The People
Karen Young developed Oui The People with the goal of creating a brand that doesn't encourage the pursuit of perfection, but rather to embrace the skin you're in. The brand's safety razor has gone viral online because it delivers a close shave that doesn't cause razor burn or ingrown hairs. Bonus: the rose gold razor is ridiculously chic and a way less wasteful than using disposables. Oui The People also makes pre- and post-shave body care products that are safe for all skin types.
Shop it! $75, ouithepeople.com.
Self-described "lipstick junkie" Aishetu Fatima Dozie founded Bossy Cosmetics to help empower women to go out into the world and be their best selves. When formulating her brand's color cosmetics, the former investment banker drew on her own experiences in the boardroom and the power she felt when wearing a bold lip color. Bossy's Bossy Lip Gloss comes in a range of colors from nude to classic red. The ethically-made formula contains plant-based ingredients that stimulate collagen production and protect against UV light damage.
Shop it! $15, bossybeauty.com.
Felicia Leatherwood Detangler Brush
What do Issa Rae, Jill Scott, and Lena Waithe all have in common? They all turn to celebrity natural hairstylist Felicia Leatherwood before they hit a red carpet. But when Leatherwood couldn't recommend a detangling tool that doesn't rip hair from the scalp to her followers, she made one herself.
The Detangler Brush is only bonded on three sides so that it's flexible bristles move with hair. But while it's game-changing for curly or wavy hair, since it prevents pulling and excess hair loss, it still works well on all hair types and textures.
Shop it! $14, brushwiththebest.com.
While dermatologists, cosmetic chemists, and beauty editors tout vitamin C serum as a must-have product in every skincare routine, there's just one problem: Vitamin C is prone to oxidization, which minimizes its effectiveness. The catch 22 of vitamin C is what led BeautyStat founder and cosmetic chemist Ron Robinson to head to lab to find a solution. Five years later, he landed on a proprietary encapsulation method for pure vitamin C and bottled it into a now triple-patented serum. Since launching in 2019, BeautyStat's oxidization-resistant Universal C Skin Refiner has already achieved cult status and Robinson has expanded the brand with an eye cream and moisturizer.
Shop it! $80, beautystat.com.
Hair Rules Kinky Curling Cream
To stars like Solange, Alicia Keys, Michelle Obama, Sarah Jessica Parker, Faye Dunaway, and Rihanna, Dicky is known as "The Texture Guru." The celebrity hairstylist and best-selling author helps stars embrace their natural textures — whether that's straight or kinky-curly. After attending cosmetology school and working in the fashion industry, he noticed the lack of inclusive hair products that cover a wide range of textures. That's why he founded Hair Rules, a New York City salon and product line of the same name. The line's treatment and styling products encompass the different needs of every hair type. The Kinky Curling Cream defines tightly wound kinks and 'fros by cutting out frizz and shrinkage.
Shop it! $24, hairrules.com.
Jessica Pritchett created Ooli as a love letter to her own locs. The brand's products specifically cater to loc styles, an often overlooked haircare category. Ooli's products are all made with ingredients you can trust, including the Clarify Your Mane Clarifying Shampoo, a sulfate-free formula that removes all the buildup from locs and the scalp. The shampoo contains tea tree oil, a natural antiseptic, and fermented rice water, an ingredient that creates the optimal growth conditions for hair follicles.
Shop it! $19, oolibeauty.com.
There's only one word that properly describes Epara's skincare products: luxurious. Founder Ozohu Adoh saw there wasn't a high-end skincare brand that caters to the specific needs of women of color, so she created Epara to fill the void. Formulated with rich, nourishing plant extracts and botanical brightening ingredients, using the Cleansing Lotion as the first step in your skincare routine is the next best thing to getting a facial at your favorite spa. The formula washes away makeup, dirt, and oil, and minimizes hyperpigmentation without leaving skin feeling dry and tight.
Shop it! $56, eparaskincare.com.
Jasmine Lawrence launched EDEN BodyWorks out of necessity when she couldn't find natural products that would nurture and repair her hair from a childhood chemical burn. While she first formulated the products in her kitchen, the line is now sold at Walmart, Target, and Amazon. The Coconut Shea CoWash conditioning cream cleanses hair in-between washes while simultaneously hydrating it.
Shop it! $9, edenbodyworks.com.
In 2013, Loraine R. Dowdy left her high-powered job in the finance industry to fulfill her lifelong dream of starting a cosmetic line that celebrates diversity and self-expression. Along with bold liquid lipsticks, Coloured Raine is known for it's highly-pigmented eyeshadows, including the brand's best-selling Queen of Hearts palette, which includes a mix of matte and foil finishes.
Shop it! $42, colouredraine.com.
She’Neil Johnson's brand Base Butter is known for its simple, clean, effective ingredients. A prime example: the best-selling Radiate Face Jelly, an aloe vera-based gel moisturizer that maintains the skin's pH balance and regulates oil production.
Shop it! $21, basebutter.com.
SUNDAY II SUNDAY
Former beauty executive Keenan Beasley dreamed up SUNDAY II SUNDAY when he noticed that the women in his family lived active lives, but the images and products created by mainstream beauty brands didn't reflect the hair challenges women with textured hair face in-between wash days. The brand's first four products are focused on scalp. From a nourishing serum that hydrates edges, to the Root Refresh Micellar Rinse, an apple cider vinegar-powered rinse that refreshes and resets the scalp by removing excess oils.
Shop it! $31, mysunday2sunday.com.
Note: Our list is a good place to start, but there are so many amazing Black beauty brands out there. Check out Fashionista's extensive list of over 400 brands and you'll find virtually any product you've been looking for, from organic skincare to intensely-pigmented eyeshadow palettes.