Our Favorite Black-Owned Beauty Brands That Remind Us Why Representation Matters

Why Representation Matters

Representation in the beauty community is about much more than equal opportunity. While that’s a given importance, representation also plays a role in innovation. The more minds, perspectives, and backgrounds, the more creativity can come to fruition. 

Inclusive products are also important because different skin tones and ethnicities experience beauty. It’s not a one-size-fits-all industry. If you have a founder or makeup artist who has never worked with melanin-rich skincare or makeup, there will be a whole group of people who can’t buy their products or use their services. Catering to everyone benefits everyone. 

Top Black-Owned Beauty Brands

1. ACE BEAUTÉ

ACE BEAUTÉ was founded by Niye Aniekan-Attang in 2016. The brand relies on the simple principle that makeup should help individuals embrace who they are. Makeup is a tool that allows people to love themselves and use it as a form of self-expression and identity. Their mission is to provide high-quality products that appeal to a wide-spectrum of individuals, so that they can freely express themselves through makeup.

IPSY Pick: Create all of your favorite fall looks with the ACE BEAUTÉ Nostalgia Palette. It features light, airy shades and deep, rich colors in both matte and shimmer finishes that blend together seamlessly.

2. AMIRA LASHES

AMIRA LASHES stands out as a radiant gem in the realm of beauty. They not only enhance your natural beauty but also empower you to embrace your unique style with confidence. From luxurious lashes that frame your eyes like a masterpiece to innovative beauty products that celebrate diversity, AMIRA LASHES is a trailblazer in redefining standards. The founder Alyssa Gordon's vision goes beyond aesthetics, intertwining self-expression and inclusivity into every application. 

IPSY Pick: Gorgeous, fluttery fringe without the mess of lash glue? Say less! The brand’s magnetic lashes make getting glam super fast and easy. 

3. BEAUTYSTAT

Their goal? To continually develop innovative, top-performing beauty products and bring them directly to consumers. Founded by cosmetic chemist Ron Robinson, BEAUTYSTAT launched with their Universal C Skin Refiner (in this month’s Glam Bag Plus!)—an award-winning vitamin C serum that quickly made its way to the top of every editor’s list. Now, their roster has a few new heavy-hitting hydrators that you’ll definitely want to snag, too.

IPSY Pick: This matte lipstick and liner duo takes all the work out of finding your perfect lip combo. It features a brown lip liner and a light caramel lipstick for the ultimate everyday look.

4.  BEAUTY VAULTE

Founded in 2018 by Lola Maurice-Diya, BEAUTY VAULTE’s goal is to not only to provide an array of long-lasting, transformative lippies (think: lip liners, liquid lipsticks, and matte lipsticks), but also to support and empower domestic violence victims. BEAUTY VAULTE donates 5% of all profits to charitable organizations supporting domestic violence victims through their #OneEnFour program.

IPSY PICK: This lip gloss and liner duo takes all the work out of finding your perfect lip combo. It features a brown lip liner and a chocolate-scented gloss for the ultimate shiny mauve lip.

5. BYOD BE YOUR OWN DESIRE COSMETICS

BYOD BE YOUR OWN DESIRE COSMETICS is named after CEO and founder Shanda's love of makeup and mission to make all women feel like "getting dolled up with makeup" is the secret to unlocking their inner confidence. To Shanda, makeup isn’t just a tool used to enhance our beautiful features, it’s also a tool for self-expression—and at IPSY, we’re all about that! Through best-selling foundations, shadows, and more, BYOD gives makeup lovers the tools (literally) to define their own sense of beauty and embrace their individuality.

IPSY PICK: With four finely milled powders, this contour palette offers buildable coverage to help you create a range of flawless makeup looks.

6. BREAD BEAUTY SUPPLY

Hailing from Melbourne, founder Maeva Heim developed a love of beauty and hair care products through braiding hair in her mother’s salon. When she opted to embrace her hair’s natural 4C texture, she quickly discovered that not only were the brands available to her lacking in relatability, but that textured hair was completely left out of the effortless, carefree approach to hair routines. So, she set out to change that and created an essentials line dedicated to letting all curl types enjoy a simplified routine—leaving more time for enjoying life.

IPSY Pick: The Mini Wash-Day Duo (a hair wash and a mask) is a two-in-one pair that makes wash day a breeze, rather than another dreaded chore.  

7. BRIOGEO HAIR CARE

BRIOGEO HAIR CARE founder Nancy Twine (BRIOGEO’s founder) is no stranger to product development. At a young age, Twine watched her grandmother craft homemade hair care, which fueled her passion to leave her job in finance and create a renowned brand of her own. Today, her texture-specific hair care products offer relief from the more immediate concerns (like repair, volume, or curl care) while maintaining hair health for the long haul. Plus, all of their formulas are free from sulfates, silicones, parabens, phthalates, DEA, and synthetic color and are 90 to 100 percent naturally derived.

IPSY Pick: Need a rec? We’re obsessed with the Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo—it’s the ultimate refresher to help get rid of excess product buildup.

8. BUTTAH SKIN

With a long career on camera, Dorion Renaud struggled to find inclusive skincare products for melanin-rich complexions—until his discovery of raw, organic shea butter. With this nourishing ingredient as its inspiration, BUTTAH SKIN was born. Every product is clinically studied and cruelty-free, combining good-for-you ingredients with formulas that leave your skin glowing, healthy, and renewed.

IPSY Pick: Treat yourself to the product that started it all: Whipped Body Butter. Made with 100% virgin organic unrefined shea butter, it warms upon contact and melts into skin. Goodbye, dry winter patches!

9. CAMARA AUNIQUE BEAUTY

As an award-winning makeup artist, instructor, and coach with a client list including Angela Bassett and Lisa Price, it only felt natural for Camara Aunique Helps to create a beauty brand of her own.  With a focus on liners (lip and eye) and lashes, Help centers her brand’s mission around her faith, so each lash is named after an iconic woman from the Bible. 

IPSY Pick: The Mary Lash is the most natural lash from her collection, featuring a soft, wispy look that enhances all eye shapes.

10. DANESSA MYRICKS BEAUTY

Pro makeup artist, entrepreneur, mother—Danessa Myricks is a beauty industry tour-de-force and all it takes is one scroll through her IG feed to be instantly obsessed with her work. Beginning as a self-taught makeup artist, she cast industry norms aside and developed her own techniques and non-traditional applications of products. This creativity drives her cosmetics line, resulting in products that stand up to real life just as much as they would on set.

IPSY Pick: Every product we’ve tried has consistently changed the game, but whatever you do—do not miss the DANESSA MYRICKS BEAUTY Dewy Cheek & Lip Palette. This multi-use lip and cheek palette houses four lightweight creams (ranging from peachy nude and coral to medium rose and dusty mauve) that melt right into your skin and leave behind a radiantly rich color.

11.  EDEN BODYWORKS

Stop scrolling if you’re looking for natural, cruelty-free products that maintain your skin and hair health, with zero harsh ingredients. From formulating inclusive hair care (they proudly cater to all curl types, from 2A to 4C!) to managing her dual career in robotics (yep, robotics), the brand’s founder, Jasmine Lawrence, is an innovator at heart. She began concocting remedies as a teenager following a damaging chemical burn, which fueled her passion for finding solutions—and it shines through every product she creates today.

IPSY Pick: Their Coconut Shea Pudding Soufflé will nourish and softly define your curls for a texture that’sbouncy, never crunchy. 

12. ESTINA J

This dynamic brand brings a fusion of sophistication and cultural richness encapsulated in each carefully crafted product. From radiant skincare essentials to bold and vibrant makeup options, ESTINA J is more than a beauty brand—it's a celebration of individuality. The visionary founder Estina J infuses her passion for beauty with a commitment to inclusivity, ensuring that every product caters to a diverse range of skin tones and types. 

IPSY Pick: Their innovative 3D Fiber Mascara Set boosts lash volume and thickness by up to 300% in just a few swipes. The effect is so natural-looking, you’d swear it was magic. 

13.  FLAWLESS

Crafted under the creative genius of actress and entrepreneur Gabrielle Union and world-renowned hairstylist Larry Sims, this beauty brand exudes elegance and inclusivity. From cleansing and conditioning products to a wide array or curly-hair styling products, FLAWLESS is a journey towards embracing your natural beauty. The brand's commitment to diversity is not just reflected in its product range but is woven into its very essence. 

IPSY Pick: The brand’s Flawless 5 Butter Masque soaks right into your strands, using a unique butter blend of shea, cupuacu, murumuru, and mango to help detangle and lock in moisture for your most gorgeous curls ever.

14. FLORA & CURL

Launched in 2017 by blogger Rose Ovensehi, FLORA & CURL was created out of Ovensehi’s personal experience with extremely brittle, dry hair and scalp. As she experimented with botanicals and oil to create her own hair care, she quickly developed a range of natural products that would nourish dry textured hair without overcomplicating people’s routines. The main goal of FLORA & CURL? To give people with textured hair essentials that are simple and easy to use.

IPSY PICK: Besides the fact that it smells like a sweet hibiscus dream, this award-winning curl-defining gel is a fave of ours because its pure botanical formula leaves curls healthier, defined, and more enhanced. Plus, it’s perfect for your wash-and-gos, twist-outs, up-dos, ponytails, roller sets, and more.

15. KEYS SOULCARE

Alicia Keys exudes good vibes—in her style, music, and performances, so a beauty brand grounded in creating meaningful experiences is only natural. KEYS SOULCARE was developed to connect mind, body, and spirit through nourishing (and derm-developed!) skincare and sensorial products like soothing candles or exfoliating dry brushes. But for the 15-time Grammy award winner and entrepreneur, it was important that her product lineup also honored the rituals of beauty. “It’s not just the products that I use, it’s also the space I give myself. To slow down. To meditate. To do a face mask or to light my favorite candle,” Keys notes on her brand’s website.

IPSY Pick: It’s impossible to choose just one product, which is exactly why we love Keys’ curated sets. Our fave? The Meditation Ritual, which contains the dreamy Sage + Oatmilk candle, a clarifying aura mist (with rose and witch hazel), and a comforting balm to soften rough spots. You’ll also have access to a 21-day meditation journey in partnership with Deepak Chopra.

16. KINLÒ

KINLÒ  by Naomi Osaka is a radiant addition to the world of beauty, bearing the unmistakable imprint of the tennis sensation's bold spirit and unwavering authenticity. Inspired by Osaka's Japanese and Haitian heritage, the brand's offerings transcend traditional beauty norms, celebrating diverse beauty in all its forms. With a commitment to quality and inclusive skincare, KINLO products cater to a spectrum of skin tones and textures.

IPSY Pick: KINLÒ’s Hydrating Mist is a power-packed formula of nourishing ingredients, including coconut water, aloe, and calendula to offer deep hydration, nourishment, and lightweight moisture. It also includes witch hazel as a means to help calm and reduce redness. 

17. KNC BEAUTY

What do you get when you combine adorable packaging, easy-to-understand ingredient lists, celeb fans, and effective formulas? KNC BEAUTY, obvi. While walking Tokyo’s famed Don Quijote discount mega store, founder Kristen Noel Crawley noticed tons of hydrating lip masks—realizing that nothing comparable existed in the stateside market. It became an instant hit and grew to encompass eye, face, and (their signature) collagen-infused lip masks—aka the perfect pout pick-me-up.

IPSY Pick:  We dare you to not take a selfie in these All-Natural Retinol-Infused Eye Masks that are shaped like shooting stars. They’re also packed with hyaluronic acid, aloe, and soothing allantoin to perk up tired eyes. 

18.  KREYOL ESSENCE

Originating from the beautiful country of Haiti, this eco-friendly brand develops hair, skin, and body products with a focus on traditional, natural ingredients to the beauty world. Their traditional formulations consist of plant-based oils, herbs, and butters rich in history, moisture, and efficacy—delivering beauty with a positive and global impact. They’re on a mission to make you glow from head to toe with must-haves from mango-infused hair mousse to lavender body wash.

IPSY Pick: This mango curl cream is like a spa day for your hair, adding extra shine and definition to your ringlets with an antioxidant-dense formula.

19.  LAW BEAUTY ESSENTIALS

Your manicure is about to get the first class treatment. After managing several Fortune 500 companies, Tanisha Lawrence brought her business acumen to her dreams of launching a beauty brand. This luxury nail polish line gives high shine, chip-resistant, vivid color with every application. Oh, and it’s 13-free (aka free of typical polish toxins) and totally cruelty-free—NBD!

IPSY Pick: The stunning Galactic Girl nail shade has us dreaming of another world, adorned in purple shimmer. 

20. LUNA MAGIC

LUNA MAGICis an indie beauty and lifestyle brand founded by Afro-Latina and Dominican-American sisters Mabel Frías & Shaira J. Frías. By combining their passions for beauty and lifestyle, they created a vibrant brand that celebrates their mutual love for their multicultural heritage, Latin culture, and music—in living color.

IPSY Pick: The LUNA MAGIC Lip Liner Mamacita defines and lines your pretty pout in a universally flattering pigment, helping you achieve a fuller-looking lip that stays put for hours. Mamacita is a beautiful mid-tone brown.

21. LYS BEAUTY

There’s no doubt about it, Tisha Thompson is a total beauty powerhouse. With over 15 years experience in clean product development, makeup artistry, marketing, finance, and operations, Thompson launched LYS™ BEAUTY with a mission to diversify the beauty landscape and prove that performance, clean formulas, and inclusive shade ranges can coexist. The result? An editor- and consumer-loved lineup that is entirely vegan, cruelty-free, accessibly priced (every product is under $30), and free of fragrance, talc, mineral oil, gluten, and sodium lauryl sulfates (SLS).  

IPSY Pick: The Higher Standard Satin Matte Cream Blush boasts a soft, buttery formula in ultra-flattering shades that effortlessly blend for a skin-like finish—aka it’s everything you want in a blush.

22. MARY LOUISE COSMETICS

Natural skin with a super fun attitude. CEO and founder Akilah Mary-Louise Releford found inspiration through her grandmothers’ (named Mary and Louise) homemade recipes. MARY LOUISE COSMETICS features effective formulas for the face and body that are full of personality and wholesome ingredients. 

IPSY Pick: The aptly-named Miracle Serum is heaven in a bottle. Baobab oil and vitamin C will help fade dark spots and moisturize thirsty skin for major glow. 

23. MENTED COSMETICS

Proof that great ideas can come from a glass of wine and good conversation. Founders KJ Miller and Amanda E. Johnson discussed the struggle of finding the perfect nude lipstick over a glass of pinot—and the spark of MENTED COSMETICS was born. Their original shade formulations give every skin tone a just-right option.

IPSY Pick: Your pursuit for a comfortable, everyday lip gloss is finally over. The MENTED COSMETICS Lip Gloss is hydrating and creates lips that are shiny, smooth, and have just the right amount of subtle color.

24. MISTIK

Founder Jean-Éric Marie grew up in the lush, tropical environment of Mauritius, creating a deep connection to the natural world. After a scientific researcher and mentor died from prolonged exposure to toxic products, Marie turned to green, non-toxic chemistry and MISTIK was formed. Every product he creates is made with 100 percent natural, renewable plant sources and zero petrochemical compounds.

IPSY Pick: Suitable for all hair types, the MISTIK’s Hydroserum is non-greasy, non-sticky, and provides strands with long-lasting hydration, protection from heat and UV damage, and lightweight hold.

25. MISCHO BEAUTY

This indie beauty brand is committed to creating easy-to-use, on-trend beauty products with a clean reputation. Founder Kitiya Mischo King (who holds a chemistry degree and licenses in cosmetology, esthetics, and makeup artistry) set out to create non-toxic nail lacquers that don’t skimp on performance. MISCHO BEAUTY’s collection of chip-resistant polishes come in an array of super chic colors—in super chic bottles.

IPSY Pick: When you need to put the bolds on hold,  the MISCHO BEAUTY Sheer Lip Shine + Lip Balm in XO is your dreamy go-to for a shiny iridescent shade. 

26. MOBEAUTY

If the iconic  drag queen icon Mo Heart creates a beauty brand, you buy it. MOBEAUTY was launched out of Mo Heart’s passion for beautiful skin and the mission to make everyone feel and treat themselves like royalty. With a line of skincare, cosmetics, and beauty tools, MOBEAUTY aims to help everyone shine bright internally and externally through covetable, high-performance products.

IPSY Pick: This genius Divinely Defined Precision Brow Pencil & Brush is all you need to take your brow game from zero to hero. Whether you like your brows natural or defined and bold, this two-in-one treat will help you get there in minutes.

27. PAT McGRATH LABS

The myth, the legend, Dame Pat McGrath—that’s right, Queen Elizabeth hath bestowed damehood upon the “Mother,” as she’s known in the industry. Her visionary artistry and influence as one of the most revolutionary makeup artists ever fueled the creation of her iconic brand, PAT McGRATH LABS. Magic is in everything she creates, from her otherworldly palettes to lipsticks in sequin-filled pouches.

IPSY Pick: Go big with the Mothership Eyeshadow Palettes, start small with a Lipstick Mini—any way you go, it won’t be wrong. 

28. PEAR NOVA

PEAR NOVA was created in 2012.inspired by founder Rachel James’s love for art and passion for elegance. The brand draws inspiration from world wonders, runway designers, and remarkable women. Since its launch, PEAR NOVA has expanded and diversified while remaining true to its mission: to celebrate all skin tones while creating healthy, luxury nail products. 

IPSY Pick: Look like a jetsetter without leaving your house with PEAR NOVA Nail Lacquer Duo in Trip Around the Sun and Tokyo Afterglow. Trip Around the Sun is a classic banana yellow cream color, and Tokyo Afterglow is a sky blue cream shade. Both contain argan oil, which is known to help restore your brittle, peeling, or weak nails back to strength and replace protein loss to help prevent breakage. Plus, these lacquers are free from toluene, formaldehyde, formaldehyde resin, camphor, DBP, xylene, parabens, fragrances, phthalates, and animal ingredients.

29. PEOPLE OF COLOR BEAUTY

After growing up with nail colors that treated deeper skin as an afterthought, founder Jacqueline Carrington founded PEOPLE OF COLOR BEAUTY with the mission of creating nail polish colors that were designed to complement the various shades of brown skin. Each collection created by Carrington treats skin of color as the first thought, resulting in vibrant hues with names that honor trailblazing female leaders and empowering pop culture references.

IPSY Pick: Not only is our favorite shimmery Bronzed Beauty chip-resistant and ultra-glossy, the formula is 10-free too. All of the brand’s shades are made without questionable ingredients (like formaldehyde and phthalates) sometimes found in conventional nail polishes.

30. PINKLIPPS COSMETICS

Inspired by her two-year-old daughter’s love for makeup, PINKLIPPS COSMETICS founder Kenyata Gant started her brand in 2011 in her mom’s kitchen. As a single mom, she couldn’t always afford to buy her daughter lip gloss, so she googled ingredients, began making tons of lipstick, and everyone loved what she made! A few months later, after sending out a tweet, she received funding from an angel investor who believed in the brand. That’s when it took off. Her products are now sold at Target Stores, Target.com, also online at pinklippscosmetics.com.

IPSY Pick: Longevity has never looked so luscious. PINKLIPPS COSMETICS mini liquid lipstick in Classy Chic stays on without smudging or smearing for up to 13 hours and gives your lips the prettiest berry pink shade. Best of all? It’s non-drying and feels comfy, too. 

31. SKONE COSMETICS

Natasha Caesar, a Trinidadian born entrepreneur, founded SKONE COSMETICS in 2009 after she decided to swap the corporate world for following her dreams of opening her own cosmetics line. What makes SKONE COSMETICS an IPSY fave is the brand’s purpose to create products that people love and that make them love themselves for who they are. Through hero products like the Tattoo Liner and Brow Wand, SKONE COSMETICS offers products to help you “slay the day.”

IPSY Pick: We can’t get enough of the Insanely Intense Tattooed Eyeliner for its precise tip, long-lasting, waterproof formula, and variety of stunning bold shades.

32. TOPICALS

The only way you haven’t heard of TOPICALS by now is if you’re living under a rock. The FYP-popular brand was founded by entrepreneur Olamide Olowe out of her goal to normalize all skin types and conditions, as she grew up with chronic skin conditions herself and struggled to find products she loved. The brand’s motto? You make your skin look good, not the other way around. TOPICALS prioritizes making products that make treating skin conditions more approachable and fun—hence their stellar marketing and super-cute packaging.

IPSY Pick: We’re in love with this Slather moisturizer because it helps treat the appearance of KP by exfoliating dead skin and clearing clogged pores. Warning: It will cause your softest skin ever. 

33. V KOSMETIK

Vickie Joseph founded V KOSMETIK in 2017 out of inspiration from her own life, character, and passion. The brand’s main goal? Make your inner beauty stand out through products for all shades and authenticities. With a wide variety of shades available, V KOSMETIK aims to represent an inclusive and authentic image of beauty.

IPSY Pick: The Creamy Liquid Velvet Lipstick. This liquid lipstick boasts a highly pigmented color payoff that dries to a full-coverage matte finish in a rosy-pink shade.

How to Support Black-Owned Beauty Businesses

Supporting inclusive beauty brands comes in many forms. Anyone can lend their efforts in ways big and small. 

1. Purchase From Black-Owned Brands

While this is the most obvious way to support the community, you can take it a step further and purchase from one of the lesser-known brands on our list. If you’re loyal to a shampoo, conditioner, or foundation, for example, no need to switch things up. But if you’re on the hunt for a new lip liner or mascara, consider take this opportunity to branch out and try something new.

2.  Post Support Online

Did you just make a purchase you’re excited about, or have a brand you’d like to try? Show a little love online. Especially if you enjoy posting video content, show your audience an unboxing, do a review, or film a “get ready with me” using your new favorite makeup brand. If there’s a brand you’re eager to try, make them a topic of conversation in your next beauty video. 

There’s also a great opportunity to offer an educational moment to your followers. Many Black-owned beauty products target eczema, hair growth, and other health and wellness issues that pertain to their culture. Explain to your followers why a particular hair oil, leave-in conditioner, cleanser, or SPF/sunscreen does more than meets the eye, and why these products were created by a specific brand in the first place.

3. Engage In Brands’ Social Content

If you have the internet and typing fingers, you’re already set for success. Liking, commenting, saving, or sharing an account not only shows love to the brand, but it also boosts the algorithm. If you don’t want to empty your wallet but still want to make a difference, this is the most simple way to start.

4. Make the Brands Part of Your Everyday Beauty Conversation

If you’re excited about a new inclusive product, just heard about a brand for the first time, or learned something interesting about a founder, make it known. For us, Black women (and men) in beauty are part of our everyday conversations because we’re passionate about so much of what they create. If that’s the case for you as well, let your friends and peers know what you’re excited about.

5. Get Familiar With Brand and Founder Stories

There are so many beauty brands out there, so we get it—a lot of relationships you have will be transactional. You purchase a new product, love it, maybe talk about it online. We know you aren’t going to research every brand on the block. But if you’re eager to support the Black beauty community in particular, take a little extra time to get acquainted with founders and the development of brands you’re newly using. There’s so much rich history and meaning behind everything, from ingredients to shade names and more. 

Final Thoughts

While some Black-owned beauty brands have made it to Sephora or Ulta (we’re looking at you, DANESSA MYRICKS, PAT McGRATH LABS, and BRIOGEO HAIR CARE!), there are dozens of independent or under-the-radar makeup, skincare, body care, and hair-care lines with rich history and founder stories. So many talented, passionate, and driven founders and formulators exist to bring more products for melanin-rich skin to the forefront. 

Whether or not these are products you specifically plan to purchase, there are a handful of ways to support the community online and in everyday conversation. At IPSY, we encourage beauty lovers to keep learning from and playing with new brands and products. It’s important to remember that the more minds and perspectives we have in the industry, the more innovative the product development. Inclusivity benefits everyone.