In response to a beauty industry that still overwhelmingly caters to consumers with lighter skin tones and straighter hair, Black entrepreneurs are using time-tested ingredients and innovative formulas to meet the unique needs of their community (one that is on track to spend $1.5 trillion in 2021, according to Essence).
And their buying packs even more power. A Nielsen report from 2019 digs into the ripple effects of Black consumer spending—what Black shoppers buy influences how other demographics spend their dollars across the board. An earlier Nielsen report also found that Black shoppers spend nine times more than their non-Black counterparts on hair and beauty products.
As the United States as a whole becomes more multicultural and less predominantly white, finding beauty brands suitable for the new population is a must for natural retailers. Many companies already realize this: Luxury retailers have intensified their focus on Black-owned beauty brands since the Black Lives Matter protests last year, and big-box beauty retailer Sephora recently pledged to double its assortment of Black-owned brands by the end of 2021.
With revenue at stake and no time to waste, here are 10 outstanding Black-owned natural beauty brands to stock that will drive customer loyalty and help shoppers of all races feel welcomed at your store.