Buying Black Is a Forever Mood—Here Are 30 Beauty Items Worth Ringing Up Now

Twenty-twenty has been a year of learning, to say the least. Of all the lessons brought to the forefront, the systemic injustices faced daily by Black people in this country have been among the most prominent. The conversations surrounding this topic have been eye-opening for many, and, at times, extremely uncomfortable for all, but one silver-lining has been the widespread resolution to help close the gap by amplifying and supporting Black-owned businesses. This step won't solve every issue facing the Black community, but it's certainly a step in the right direction.

As the social media outrage and the public displays start to quiet down, it's important to remember that combatting performative allyship means continuing to do the work, like supporting Black-owned businesses, even after the hashtags have settled. And while buying Black may take a little extra thought, you may be surprised to find that it doesn't even have to mean visiting retailers you don't already frequent. (Although, there are plenty of up-and-coming retailers dedicated to this cause that fully deserve our support, too.) Organizations like the 15 Percent Pledge have emerged to challenge and hold our favorite retailers accountable to dedicating 15% of their shelf-space to supporting Black-owned businesses, so we hope to see more of them committing to large-scale change.

Ahead, check out 30 of our favorite Black-owned beauty brands you can shop at Ulta, Sephora (it's taken the Pledge!), and Nordstrom via its curated beauty pop-in. Let's vote with our dollars and continue to show these corporations that we support Black-owned beauty businesses and that we expect them to continue to do so as well.


The streets have been steadily chattering about Tracee Ellis Ross's Pattern Beauty ever since it launched last year. In addition to the initial collection of shampoos and conditioners, the brand's most recent extensions include styling products and these chic hair tools.

Best known for its inclusive range of foundation shades and vibrantly-hued eye shadow palettes made to show up on even the deepest skin tones, Uoma is all about celebrating individuality and doing away with the singular and often alienating idea of what beauty should look like. This new eyebrow pencil is another winner, offering precise, hair-like strokes to enhance every brow shape. You may also recognize the brand's founder, Sharon Chuter, as the outspoken voice behind Pull Up or Shut Up, an online platform dedicated to, "Fighting for economic opportunities for Black people," as explained in its Instagram bio.

This botanical haircare line ditches silicones, parabens, mineral oil, and other unhealthy ingredients and focuses instead on clean, plant-based alternatives for your healthiest curls ever. This minty wash purifies the hair and scalp with rhassoul clay and bentonite clay for a deep, non-stripping clean. 

Juvia's Place has become famous for its affordable and highly pigmented eye shadow palettes, but its other offerings, including this foundation, are worth a second look, too.

Even though some of its products are modeled after the decadent treats and ingredients you'd find in a real bakery, you can count on Beauty Bakerie's (non-edible) makeup selection to be vegan and cruelty-free. One of the most beloved products is this HD setting powder, which can be used alone or atop your favorite foundation.


This haircare line focuses on natural remedies for all your hair woes. From Hatian black castor oil formulas to this petrolerum-free scalp treatment, the brand offers everything you need to maintain healthy, shiny hair.

Mixed Chicks has been holding it down for the curly community long before it became trendy to do so. There's a reason its tried-and-true formulas continue to be wash-day staples for so many.

If you frequent any natural hair-focused YouTube channels, then you've heard countless people sing this brand's praises. It has everything you need for wash day, but its ultra-hydrating hair masks are especially divine.

This OG salon brand provides everything you need to create professional-looking styles at home. Whether you've got straight hair or tight coils, there's something for everyone.

From the famous T-shirt towel to the all natural ingredient list, the Naturalicious range is rooted in simplicity. It aims to give you the perfect results in less time and with fewer products. Perhaps the most to-the-point of its offerings is this three-step system that promises to cut your wash day in half.


Count on KNC for hydrogel masks for your under-eyes and lips. Not only are they super effective, but they're also so cute you'll want to snap a pic for the 'gram.

Rihanna may be keeping tight-lipped about plans for a new album, but she more than makes up for it with all the makeup gems she drops via Fenty Beauty. From the now-iconic foundations to these soft cream blushes, the brand offers everything you need to create a glowy Fenty face.  

Perhaps one of the most prolific makeup artists of our time, Pat McGrath Labs has been teaching us the ins and outs of flawless makeup execution for decades now. Thanks to her eponymous makeup line, we can all have a piece of Mother in our makeup kits at home.

High-performance and naturally derived products are Briogeo's specialty. Its formulas are 100% cruelty-free and contain no harsh sulfates, silicones, parabens, phthalates, DEA, or artificial dyes. This conditioning mask in particular has thousands of rave reviews online.

Bread Beauty Supply is one of the new kids on the haircare block over at Sephora. It's formulated especially for hair types 3A to 4C, meaning any and all curls and coils are welcome. The packaging is also so cool and so functional.

Adwoa Beauty is a non toxic, gender-neutral haircare brand for textured hair. Whether you're attempting a wash-and-go, a twist-out, or a slicked style, it's got you covered. Reviewers can't get enough of this curl cream, saying over and over how soft and hydrated it leaves the hair without leaving behind any unsightly flakes.

Your favorite esthetician's favorite esthetician is Black, and her skincare line is incredible. We'd expect nothing less from the woman credited with perfecting the complexions of Kelly Rowland and Rosie Huntington-Whiteley. Look to Shani Darden Skincare for results-driven products developed by one of the most revered skin experts in the game.


Undfined Beauty is here to democratize the clean beauty space with its non-toxic, botanical-based range of products. This complex face oil blend has CBD, rosehip, argan, jojoba, and more for a bright and hydrated complexion.

Take your bathing game to the next level with Homebody. These luxe, artisanal bath soaks feature meticulously vetted, premium ingredients to create super vibey experiences. This pearlescent, lavender-scented soak (which I didn't even finish reading the description for before I added it to my own cart) has full-spectrum hemp CBD to relax the body and mind.

If you're a sucker for a good body butter or oil, then 54 Thrones should be on your shopping list. Its formulas are packed with skin-loving organic plant botanicals and pay homage to Africa's 54 countries by working hand-in-hand with artisans and cooperatives across the continent to source its ingredients.

Dehiya puts a modern spin on age-old beauty practices with its highly-effective, plant-based skincare offerings. Not only does the brand prioritize sustainability, but it also regularly donates a portion of its proceeds to causes affecting the most vulnerable among us.

Beneath Your Mask was born out of a life-altering illness that inspired its founder, Dana Jackson, to create safe, non-irritating products that would not put further stress on her immune system. That's why these products contain only potent, organic, and wild-harvested botanicals, without any harsh irritants or toxins.

Forget everything you know about acne care. Rosen is here to remind you that acne is normal and that you can journey toward clear skin using clean, natural ingredients. Even if you don't have acne, picks like the heavenly rosewater mist with deliver hydrated, glowy skin day after day.

Soft, smooth skin is just a buff away with Luv Scrub's Mesh Body Exfoliator. It's a simple yet effective body buffer that's modeled after similar scrubbers used in the West African tradition.

This Seattle-based wellness brand is all about supporting outer beauty while cultivating inner peace. Its science-backed adaptogenic tonics are meant to help equip your body to better respond to daily stressors, all while improving immune functions, brain health, and skin.

Golde is a one-stop shop for all the most lovely wellness tonics to sustain your body from the inside and nourish your skin from the outside. You may have already tried the brand's matcha and turmeric latte blends, but this delicious face mask is actually edible and contains superfoods like chlorella, spirulina, and mango juice to help protect against environmental pollutants.

Ebi is the Yoruba word for family and as a company, it offers products centered on post-partum skincare. You can count on clean ingredients, ethical sourcing practices, and mindful experiences from beginning to end. This herbal oil is gentle enough to use on both mom and baby for everything from diaper rash to C-section care.

Ode to Self centers the unique needs of Black skin in its small-batch formulations. The ingredients are gentle and effective, prioritizing hydration, moisture, and combatting hyperpigmentation.

Yes, this Gen-Z brand is as cool as it looks. The team at Topicals is bucking beauty standards and inspiring people to take a more playful approach to medicated skincare. The packaging is cute, but the formulas inside are science-backed and results-oriented.

Taylor + Tess isn't your average CBD skincare company. In addition to sourcing potent and high-quality hemp, the brand is also committed to social equity efforts to help Black and Brown folks currently incarcerated for their use of the plant that has been capitalized into such a booming industry.

Next: 24 Brands Black Beauty Experts Always Keep in Their Kits