For decades, mainstream beauty brands largely ignored the needs of Black consumers. In the 1990s, the world saw brands like Lancôme, Revlon, and Neutrogena dominate major reatil shelves, yet they rarely catered to Black women. Historically, Black women found creative ways to make mainstream products work, but these workarounds were never as effective as products designed specifically for their needs.
Over the past three decades, we have witnessed the emergence of dozens of Black-owned beauty brands, a movement that has reshaped the industry. This shift is not just about cosmetics; it represents cultural recognition, economic empowerment, and the fight for inclusivity in a billion-dollar industry.
The growth of Black-owned beauty brands
Several factors have contributed to the rapid rise of Black-owned beauty brands. First, its an example of when Black consumers recognize their economic power. Black Americans wield an estimated $1.7 trillion to $2 trillion in purchasing power annually, according to the NAACP. The beauty industry has long profited from Black women’s investment in hair, skincare, and grooming, yet until recently, major brands failed to acknowledge or cater to their needs.
The social media boom has also played a crucial role. Celebrities like Rihanna (Fenty Beauty), Beyoncé (Cécred), Tracee Ellis Ross (Pattern Beauty), and Issa Rae (Sienna Naturals) have leveraged their influence to create and promote Black-owned brands. Their direct connection with loyal fan bases has driven sales and elevated the visibility of these companies. Additionally, Black women have long been pioneers in hair and beauty trends, and brands that cater specifically to their needs have naturally flourished.
How has consumer demand influenced
major retailers?
Retailers prioritize profit, and consumer demand has forced them to adapt. The increased interest in diverse beauty products has led to a more inclusive retail landscape.
Unfortunately, it often takes tragedies, such as the murder of George Floyd, to push major corporations into supporting Black-owned businessess and brands. As noted by the NAACP, Black consumers have immense economic power, yet businesses have historically overlooked them. Now, major retailers are competing to capture a share of the Black dollar.
However, whether these retailers genuinely support Black-owned brands or are merely capitalizing on the moment remains an open question. The Black beauty market is lucrative, and while some retailers have made sincere commitments to diversity, others engage in performative activism, supporting Black brands only when convenient.
Overcoming historical challenges
Historically, Black businesses and beauty entrepreneurs have struggled with limited access to funding and resources. While Black women represent the fastest-growing group of entrepreneurs in the U.S., they receive disproportionately low venture capital funding. In 2023, Black-founded startups received less than 0.5 percent of the $140.4 billion in venture funding. The average Black female founder secures just $42,000 in total, compared to an industry average of $1.1 million for all startups.
How has the perception of Black beauty
evolved in the media?
Black beauty has undergone a profound transformation in mainstream media. Once marginalized, it has become both fetishized and emulated. Harmful stereotypes and Eurocentric beauty standards dominated advertising for decades, but movements like #BlackGirlMagic and the resurgence of natural hair have reshaped the narrative. Black beauty brands have played a vital role in reclaiming agency, ensuring that Black consumers set their own beauty standards rather than conforming to external pressures.
The role of social media and digital marketing
Social media has been instrumental in elevating Black beauty brands. Black culture is a driving force behind trends in fashion, music, and beauty. Brands that embrace digital marketing strategies infused with hip-hop culture, celebrity endorsements, and viral challenges have seen massive success. However, Black influencers are often underpaid and undervalued compared to their white counterparts, reflecting persistent racial disparities in brand partnerships.
Black beauty brands making an Impact
Several Black-owned brands have revolution
ized the industry:
• Madam C.J. Walker and Annie Turnbo
Malone pioneered Black haircare and beauty
schools in the early 20th century.
• Fashion Fair, launched in 1973 by the
Johnson family (publishers of Ebony and Jet),
was the first national makeup brand for
women of color.
• Fenty Beauty, launched by Rihanna in 2017,
changed the industry by introducing an
unprecedented range of foundation shades,
forcing legacy brands to follow suit.
• Pat McGrath Labs, launched in 2015 by
renowned British makeup artist Pat McGrath,
quickly gained prominence for its innovative
and high-quality products. By 2019, the brand
had achieved a valuation of over $1 billion,
reflecting its substantial impact. In 2021, Pat
McGrath was honored with the title of Dame—
a rank of honor given in Britain to women for
valuable work done over a long period—mak-
ing her the first makeup artist to receive such
an accolade. As of 2025, she continues to influ-
ence the industry as the Creative Director for
Louis Vuitton’s inaugural beauty collection, La
Beauté Louis Vuitton, set to launch in autumn
2025.
• Danessa Myricks Beauty, founded in 2015,
has been a game-changer in the makeup
industry, especially for Black women and peo-
ple of color. As a self-taught makeup artist and
product developer, Danessa Myricks created
her brand to fill the gaps left by main stream
beauty companies, offering high-performance,
multi-use products that cater to a wide range of
skin tones and textures. The brands mentioned
above represent only a fraction of the Black
entrepreneurs transforming the beauty indus-
try and expanding consumer options.
Venture capital disparity
Despite the rise of Black beauty brands, funding disparities remain. Black-owned businesses receive less than 2 percent of total venture capital funding annually.
In 2021, only 43 percent of Black-owned firms received the full amount of PPP funding they applied for, compared to 79 percent of White-owned firms. The Federal Reserve reports that 80.2 percent of White business owners receive at least partial bank funding, compared to just 66.4 percent of BIPOC entrepreneurs.
Additionally, recent political backlash against diversity, equity, and inclusion (DEI) initiatives threatens the progress made. Anti-DEI movements seek to roll back funding and support for Black businesses, making it even more crucial for Black consumers to support Black-owned brands.
The future of Black beauty brands
The Black beauty industry continues to grow despite ongoing challenges:
The global cosmetics market is projected to expand from $311.23 billion in 2024 to $519.15 billion by 2033.
The haircare market, valued at $106.91 billion in 2024, is expected to reach $213.47 billion by 2032.
The “skinification” trend—applying skincare principles to haircare—is also driving innovation. Black entrepreneurs remain at the forefront of these developments, ensuring that Black beauty remains a thriving and self-sustaining industry.
Black beauty brands are more than just companies; they represent cultural pride, economic power, and social change. While mainstream brands have made strides toward inclusivity, Black-owned brands continue to set the standard, demanding recognition and financial investment. As the industry evolves, Black consumers must remain vigilant, supporting brands that not only cater to them but are also created by them.
The revolution in Black beauty is far from over, and as history has shown, Black women have the ability to continue to lead the charge.