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


(Image credit: @micaelaverrelien


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.





Associate Beauty Editor

Courtney Higgs is a Cancer sun, Libra rising beauty enthusiast with about six years of experience in the editorial space. She was previously Who What Wear's associate beauty editor after spending many years working on the West Coast edit team at InStyle Magazine. She graduated from California State University, Northridge, with a BA in communication studies and pivoted to editorial after spending her college years working in the legal field. Her beauty philosophy is simple: She believes there are no wrong answers and that discovering our favorite beauty products and rituals is a journey, not a sprint. When she's not geeking out over products, she can be found adventuring around L.A. with her fiancé; watching reality TV with their French bulldog, Bernie Mac; or relating way too hard to astrology memes.