My Favorite Black-Owned Brands Are at Sephora—Here's What I'm Shopping Right Now

Sponsor Content Created With Sephora

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(Image credit: Sephora)

Believe it or not, makeup and skincare have only recently become major parts of my daily routine. In the past, I often spent nights out barefaced with only a swipe of mascara and a high-shine lip gloss. When quarantine began almost two years ago (wow, time flies), I started researching and testing beauty products out of sheer boredom. Conveniently enough, this was also around the time that Black-owned businesses were finally getting the long-awaited exposure that they deserve. So naturally, many of the products that have ended up on my bathroom counter when I'm getting ready are from Black-owned brands at Sephora, and I couldn't be prouder of the collection I'm building. This iconic retailer has always been the go-to spot for makeup lovers, and now it's the go-to spot for all of my favorite Black-owned brands. (Topicals, Fenty Beauty, and Bread Beauty Supply now have permanent spots in my cabinet.) I have products across haircare, skincare, makeup, and even fragrance that are perfect for holiday gifts and everyday life. Check out my sneak peek below.

Makeup Must-Haves

Haircare Hub

Skincare Hot Spot

More Products I'm Shopping

Aniyah Morinia
Associate Branded Content Editor
Aniyah Morinia is an NYC-based associate beauty and fashion editor at Who What Wear. She has worked in fashion media since 2018 and joined WWW's branded content team, where she not only writes for some of her favorite brands but also creates content for them. Aniyah will find any excuse to get a photo of her outfit and absolutely loves taking photos. She graduated from the University of Florida in 2020 with a bachlor's degree in public relations and started post-grad life freelancing for EveryStylishGirl, Riot Swim, and Baby Tress. Since starting at Who What Wear, Aniyah has developed a passion for hosting livestreams, working red carpets, and creating TikToks in addition to writing fashion and beauty stories. When Aniyah's not writing or creating content, you can find her exploring Brooklyn and eating her way through the city. She'll never pass up the opportunity to uncover an NYC hidden gem or mix and mingle with her friends (all while swapping holy-grail products, of course).