Before this country’s recent racial reckoning, so many Black-owned businesses spent years, if not decades, hustling in the shadows. I’ve since personally watched lots of Black-owned beauty brands finally get the love and success they deserve. But one thing hasn’t changed yet: the general misconception that their products are exclusively for Black people.
The truth is, these companies still tend to be “othered,” bypassed by those who consider them too niche or who don’t consider them at all. So here’s a PSA for all my non-BIPOC folks out there: Unless an item explicitly states it’s only for a specific ethnic group, skin tone, or hair type, it’s also meant for you.
“When you center skin of color first, you’re centering those who have the most reactive skin,” explains Chaneve Jeanniton, MD, founder of Epi.logic. “And you end up making products that are suitable for all.” Translation: These formulas are highly universal. They also back up one of my favorite sayings: Black-owned products are just as good as any and better than many.
Plus, buying from these brands gives you the opportunity to be a lot more intentional about your spending. Aligning your hard-earned money with your values never gets old. Neither does investing in things that will make you look and feel dope.
Anyone can start helping Black-owned brands not only survive but thrive by snagging some of the picks on this page (and by remembering that there are so many more out there to discover and support). Because ultimately, we’re all in this awesomely diverse world of beauty together, and it’s a win for everyone if that world keeps getting more inclusive. That’s why I’ll never stop adding products like the ones down below to my cart. Who’s with me?
Julee Wilson is Beauty Editor at Large at Cosmopolitan. Previously, Julee was Beauty Director at Cosmo and Global Beauty Director at Essence and has held various editorial positions at Huffington Post and Real Simple. She counts herself lucky AF that she gets to play with beauty products for a living and tell dope stories. And if you’re as obsessed with beauty as she is, make sure to follow her on Instagram for plenty of product recs, natural hair inspo, skincare testing, and Black girl magic shenanigans.