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Beauty is more than skin deep—for many, it’s a form of identity, joy, even liberation. For Black founders in the beauty and wellness spaces, building a brand often means more than launching products. It’s about reclaiming narratives that have been written without them, creating space in an industry that has historically excluded them, and challenging systems that weren’t built with their needs in mind.
The beauty industry’s relationship with Black consumers has been complicated. For decades, major brands profited from Black purchasing power while offering limited shade ranges, ignoring unique hair textures, and perpetuating narrow beauty standards. When Black entrepreneurs step in to fill these gaps, they aren’t just creating businesses, they’re addressing generations of being overlooked.
Over the past few years, we’ve witnessed surges of support for Black-owned brands, particularly during moments of heightened social awareness. But the pattern is obvious: support spikes around calendar moments, only to quietly fade. This cyclical attention, while well-intentioned, reduces complex entrepreneurship to trending topics.
True allyship isn’t performative or seasonal. It’s consistent, curious, and rooted in genuine care for the communities these brands serve and the innovation they bring to the industry.
It looks like choosing Danessa Myricks Beauty, where every skin tone is the starting point, rather than an afterthought. It’s reaching for Black Girl Sunscreen, a brand that challenged the persistent myth that melanin-rich skin doesn’t need SPF protection and offers formulas without the dreaded white cast that excludes so many skin tones.
It’s painting your nails with People of Color Beauty, where each polish shade celebrates the spectrum of human skin tones, moving beyond the limited “nude” palette that historically represented only a fraction of beauty consumers—and well, humans. It’s trusting BeautyStat’s science-backed skincare, where cosmetic chemist Ron Robinson demonstrates that innovation comes from diverse perspectives and experiences. And it’s blending up Golde’s superfood lattes with the belief that wellness should be accessible, joyful, and inclusive.
These brands aren’t just offering exceptional products, they’re reshaping industry standards. Reminding us that beauty isn’t about conforming to outdated ideals. Rather, it’s about the freedom to define beauty on your own terms, in your own skin.
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