When it comes to clean beauty products, Black-owned brands are leading the way in small-batch skin, body, and hair care.
Consumers are trading in big-box retail purchases in order to support small businesses — especially those that are women- and minority-owned. It is part of the movement to buy local, support the community, and promote neighbors.
The rise of Black-owned beauty brands is not just about adding more options to store shelves — it’s about transforming the way beauty is defined. These brands are rooted in more than product innovation; they reflect identity, culture, and a broader call for inclusion. As consumers seek authenticity and representation, Black-owned beauty has become synonymous with progress, setting a new bar for the industry.
Many of these brands approach beauty as an act of empowerment, crafting formulas that cater to every shade, curl pattern, and skin need. They reject the outdated concept of a universal ideal and instead celebrate individuality. In this space, self-expression and self-care are intertwined, with an emphasis on products that make people feel seen and celebrated. From luxurious skincare to bold makeup palettes, these founders are creating products that reflect the nuances of melanin-rich skin while championing diversity and inclusivity in an industry that has too often fallen short.
Black-owned clean beauty brands
When it comes to the beauty aisle, the trend to “go small” is no different. Black-owned beauty brands are determined to remove chemicals from personal care routines and replace them with good-for-you and good-for-the-planet ingredients while providing exceptional products.
Briogeo
Briogeo, founded by Nancy Twine, champions a clean beauty ethos with products like the Don’t Despair, Repair! Deep Conditioning Mask and the Rosemary Scalp Revival. Designed to restore damaged hair, it’s a cult favorite for anyone embracing natural hair journeys — and the fact that it works on every texture is the cherry on top.
Epara
With ingredients sourced from Africa, Epara’s formulations are made to support melanated skin. Scientifically formulated, the products are proven to address issues like hyperpigmentation while offering long-lasting skin hydration.
Relevant: Your Skin Seen
Relevant: Your Skin Seen is part of a new class of beauty brands rewriting the rules of “for all skin types.” Founded by beauty industry veteran Nyakio Grieco, the line was created with the understanding that true inclusivity starts at the ingredient level. Each formula is designed to perform across a wide spectrum of skin tones and types, using antioxidant-rich, plant-powered actives that support barrier health while delivering visible results. Its flagship One & Done Everyday Cream SPF 40 blends skincare and sun protection in a velvety texture that works seamlessly under makeup or on bare skin — a standout in a category that still often leaves melanin-rich skin behind. The brand’s packaging is minimalist but intentional, and its mission, rooted in equity, efficacy, and everyday relevance, feels refreshingly earned.
Hyper Skin
Hyper Skin founder, Desiree Verdejo, suffered for years from acne and hormonal breakouts. After trying everything currently on the skincare aisle shelves, she set out to create a clean solution that was effective and affordable. The line’s first product, Hyper Clean, continues to be a best seller and is crafted with good-for-you and good-for-the-planet ingredients including vitamin E, kojic acid, turmeric, and barberry.
Josephine Cosmetics
Following a lifelong passion for beauty and working for large beauty brands, founder Sholayide Otugalu was ready to launch her own brand. From the start, she wanted to craft high-end products that were natural and chemical-free. Her makeup line features luxury organic and mineral makeup products.
Klur
Klur was founded by makeup artist, Lesley Thornton. After working for years as a makeup artist she developed a deep passion for product development and wanted to build a brand based on clean, sustainable products. The line now includes a variety of high-quality vegan products including body oil, serum, and masks.
SheaMoisture
SheaMoisture is rooted in the rich legacy of its Black founders, inspired by the entrepreneurial spirit of Sofi Tucker, a Sierra Leonean businesswoman who began selling handcrafted shea butter, African black soap, and other natural products in 1912. The modern brand was established in 1991 by Richelieu Dennis, his mother Mary Dennis, and his college roommate Nyema Tubman, drawing on Tucker’s heritage to create a line of hair and skincare products specifically formulated for textured hair and melanin-rich skin. Committed to community empowerment, SheaMoisture has long championed economic equity for Black entrepreneurs through its business grant programs and investments in fair trade partnerships with women-led cooperatives in Africa. Today, the brand continues to honor its roots while expanding its offerings, all while maintaining a strong emphasis on natural ingredients and cultural authenticity.
Mary Louise Cosmetics
Akilah Releford named Mary Louise after her two grandmothers, Mary and Louise. The native Mississippians taught her homemade beauty remedies that had been passed down from generation to generation and which became the foundation for all of the Mary Louise Cosmetics’ products. The sustainable and organic products help skin problems including acne scars, hyperpigmentation, and razor bumps.
Kaike
Founded by Keli Smith, Kaike is dedicated to making better beauty products with minimal and multi-purpose ingredients, such as green tea, hemp seed, and Moroccan Lava Clay. All of its products are designed to help with skin issues specific to melanin-rich skin.
Donna’s Recipe
Donna’s Recipe is a vegan, natural haircare brand co-founded by actress and entrepreneur Tabitha Brown, alongside business partner Gina Woods. Launched in 2021, the brand was created to celebrate and nourish textured hair, particularly for those embracing their natural curls and coils. Inspired by Brown’s own journey with hair health and self-care, Donna’s Recipe—named after her affectionate nickname for her hair—features nutrient-rich formulas infused with ingredients like biotin, sweet potatoes, and essential oils to promote growth and hydration. With an emphasis on self-love, confidence, and plant-based ingredients, the brand has resonated deeply with Brown’s loyal community, bringing joy and empowerment to the natural hair movement.
Plant Apothecary
Husband and wife duo, Holly McWhorter and Bjarke Ballisager, are behind the popular natural beauty brand, Plant Apothecary. Everything from its cleansers to night cream is crafted with sustainably sourced ingredients. The company also partners with Climate Neutral to offset its carbon footprint and 1% For The Planet.
Liha Beauty
Liha Beauty was founded by lifelong friends, Liha Okunniwa and Abi Oyepitan. They set out to create an exceptional skincare line built from their African roots. Liha’s products are a blend of the rich botanical life of West African and traditional English aromatherapy and folk remedies. Bestsellers include the Ghanaian Shea and the moisturizing Idan oil.
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