No Wish List Is Complete Without These Up-and-Coming Black-Owned Beauty Brands

Back in August, Glossier announced the 16 recipients of its Grant Initiative for Black-Owned Beauty Businesses—one (industry-focused) part of the brand's wider pledge to racial equity and inclusion. To give you some context, the grant initiative provides advisory support and $500,000 in the form of grants for "the next generation of leading beauty companies." 

Not surprisingly, the response was overwhelming, and according to a statement on Glossier's website, the brand received nearly 10,000 applications. (Imagine how difficult it was to whittle the applications down to a final 16!) You can read more about the process, results, and recipient brand details here, but since we're entering peak gift-giving and beauty shopping season, we wanted to reshare Glossier's list of up-and-coming Black-owned beauty businesses in hopes you'll support and contribute to their growth and success. We encourage you to buy Black year-round, but the holidays are an especially opportune time to be mindful of the companies you're choosing to invest in. Complete with Glossier's seal of excited approval, we're sharing 24 products from 12 different brands we recommend gifting yourself or any of your loved ones this season. Keep scrolling!


Alodia Hair Care


Hanahana Beauty

Melanj Hair

Brown Girl Jane

Epi.logic Skincare

Flaunt Body


Luna Magic Beauty


The Most

Beauty Director

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.