In the words of Beyonce, America has a problem.

America has many problems, but among them is the gap in the Black women’s wellness market. Black women drop a lot of money on beauty and wellness. According to Campaign for Cosmetics, Black women spend $7.5 billion on beauty care annually. That’s a giant figure for a group that is so underrepresented in the beauty market. Imagine how much we would spend if there were founders who looked like us.

Luckily, the tides are turning. Even in the past few years, Black-owned skincare market has exploded. Products to target darker skin tones are now ubiquitous and Black wellness founders are finally getting a seat at the table to break the racial glass ceiling.

Foundations like the 15 Percent Pledge are calling out retailers to promote more equitable store shelves. Plus, funds like the Sephora Beauty Grant, the Credo for Change workshop program, and Hailey Bieber’s Rhode Futures Foundation are investing in Black Beauty founders.

Imagine how diverse the landscape will be in 5 years. I can’t wait — innovation in this field is long overdue.

You might not know this, but women with deeper skin tones often navigate a landscape that requires a nuanced approach. Skin with more melanin needs different care and specialized products. From skincare routines to makeup selections, there is a growing demand for products and experiences that cater to the specific needs of BIPOC consumers.

Black-owned skincare brands: Skincare Tailored for Darker Skin Tones

The foundation of any beauty regimen is skincare, and for women with deeper skin tones, the focus often begins with addressing unique concerns such as hyperpigmentation and uneven skin tones. Brands like Fenty Skin and Bolden have emerged as leaders, recognizing the diverse needs of their consumer base.

Fenty Skin, founded by Rihanna, stands as a beacon of inclusivity. The brand's commitment to providing a wide range of products that cater to different skin concerns and tones is evident in its industry-changing shade range. The Pro Filt'r Hydrating Foundation and Pro Filt'r Instant Retouch Concealer are cornerstones in coverage for darker skin tones. The Fenty Beauty skincare line’s emphasis on clean ingredients and cruelty-free practices aligns seamlessly with the values of wellness-conscious consumers.

Bolden, a brand dedicated to women of color, embraces a holistic approach to skincare. From their Brightening Glycolic Acid Toner to the SPF-infused Glow Hydrating Moisturizer, Bolden's products are formulated to enhance the natural radiance of deeper skin tones while addressing specific skincare needs. Other brands include Hyper Skin and Topicals, which target hyperpigmentation on dark skin.

EADEM, similarly, is a brand founded specifically for darker skin. Their website reads: “Melanin isn’t the enemy, even though that’s what the beauty industry believes. It simply functions differently, yet most beauty products aren’t tested on our skin and actively try to change our natural tone.”

More of this energy! By embracing the defining traits of darker skin, we can finally have brands that work with us, not against us.

Black-owned makeup brands: More Makeup, but better

Finding makeup products that complement and enhance deeper skin tones has long been a challenge. The beauty industry, however, is witnessing a transformative shift with an increasing number of brands recognizing the importance of diversity in their offerings.

Juvia's Place, known for its vibrant eyeshadow palettes and highly pigmented products, has become a go-to for women seeking makeup that caters to a spectrum of skin tones. With bold colors that pop on deeper complexions, Juvia's Place celebrates diversity in its truest form. That way, darker skin tones can participate in trends like Sabrina Carpenter blush without looking clownish.

Pat McGrath Labs, led by legendary makeup artist Pat McGrath, is a trailblazer in creating makeup that transcends traditional boundaries. The Mothership Eyeshadow Palettes and the Skin Fetish Foundation are examples of products that not only provide exceptional quality but also cater to a broad range of skin tones.

Another favorite is Ami Cole. Their lightweight foundations and best-selling Ami Cole skin tint are changing the game for darker makeup that helps Black people participate in the #CleanLook and #CleanGirl trend.

Black-owned hair care brands: How to Get Beyonce's Hair

For women with textured hair, finding haircare products that celebrate and nurture natural beauty is essential. Brands like Pattern Beauty have emerged as champions of textured hair, offering a diverse range of products designed to address specific needs.

Pattern Beauty, created by actress Tracee Ellis Ross, focuses on celebrating the beauty of curly and coily hair. From their Hydration Shampoo to the Leave-In Conditioner (I’m obsessed with the Palo Santo scent), Pattern Beauty offers a comprehensive range of products designed to embrace and enhance natural hair textures.

Beyonce is also launching a haircare brand. Cécred, the new Beyonce brand launching on February 20th, promises to help you get Beyonce-like locks. I can’t wait to see if it delivers.

Black-owned fashion brands: Best Black Fashion

In the realm of fashion, inclusivity extends beyond the color palette to the ethos of brands. Women who value wellness and beauty often seek fashion brands that not only showcase diversity but also prioritize black and brown consumers.

Brother Vellies, a sustainable luxury brand, places a strong emphasis on artisanal craftsmanship and inclusivity. Founder Aurora James of the 15 Percent Pledge has made it a mission to showcase the beauty of diverse cultures through her footwear designs, creating a space where black and brown consumers feel seen and celebrated.

For self-care lovers, the best way to get dressed is to not get dressed. The fluffy robes from Too Collective are the best on the market for any self-care lovers that want to make self-care and supporting Black-owned brands part of their daily routine.

Black-Owned Wellness Brands

Wellness is not merely a collection of products but a holistic lifestyle. Women who value wellness and beauty seek brands that align with their values, offering products that contribute to both physical and mental well-being.

Golde, a wellness brand founded by Trinity Mouzon Wofford, focuses on incorporating superfoods into daily routines. From their Turmeric Latte Blend to the Clean Greens Face Mask, Golde's products reflect a commitment to both inner and outer well-being.

Black-owned brands like The Honey Pot Company, offering natural feminine care products, prioritize the well-being of women with formulas that are free from harmful chemicals. The brand's commitment to transparency and inclusivity resonates with women seeking products that align with their values.