The global beauty industry is a multi-billion-dollar machine, and can you guess who is the driving force behind it? Black consumers contribute more than $9 billion in spending, according to a 2023 study. But for us, beauty isn’t just surface-level.

For Black women in particular, beauty is layered. It’s self-care. It’s self-expression. And it’s self-identity. Whether we’re buying edge control, red lipstick, skin supplements, or a luxury serum, our beauty rituals are deeply personal and often tied to empowerment, confidence and even community — from kitchen hair salons to group skincare nights. It’s communal. It connects us.

That’s why it’s essential to highlight brands that have created space in the industry, an industry that has spent centuries defining beauty through a narrow, Eurocentric lens. So, if you’re ready to treat yourself to a few beauty buys that actually live up to the hype, keep reading.

For our 4C girlies, this one’s for you! This edge-control not only keeps the edges laid, but its carefully crafted formula also keeps your edges smooth, sleek and flake-free with no added residue. The brand was founded by an HBCU grad and is considered the only Black woman-owned hair and beauty supply store in Memphis. If you ever find yourself in the River City, do yourself a favor and pull up.

Pink Noire Pink Noire Edge Control Gel, $, available at Amazon

You can never go wrong with a red lip. The psychology behind the color red is associated with love, vitality, passion, power and good fortune. Lucky for you, Juvia’s Place offers nine lipstick colors within the red color palette, ranging from deep blends to berries and traditional reds that are a perfect match for all skin tones. Each glide is smooth, leaving a long-lasting, hydrating, perfect matte finish.

Juvia’s Place The Reds & Berries Velvety Matte Lipsticks, $, available at Juvia’s Place

Growing up with textured hair, Angela Muth didn’t have the guidance or right tools to care for her natural curls. Like many of us, she often struggled with breakage and frustration along her haircare journey. She turned her experience into purpose with Lina Lennox, a thriving haircare brand that specializes in 100% organic mulberry silk hair essentials. From bonnets to scrunchies, the brand offers more than just protection; these styling tools elevate your routine and overall aesthetic.

Lina Lennox The Core Scrunchie Set, $, available at Lina Lennox

Who needs a spa day when you can bring the spa to you right in the comfort of your own home? Hannahana Beauty’s Skin Nutrition Detoxifying Mask removes dead skin cells, detoxifies, and helps reduce skin congestion for clearer, smoother, healthier skin. Key benefits include a mineral-rich formula that gently purifies your skin while giving your body the deep reset it often needs, leaving you with the ultimate glow that radiates, revitalizes and restores.

Hanahana Beauty Skin Nutrition Detoxifying Mask, $, available at Hanahana Beauty

The Saipua Artisanal Bar Soap is more than just your average bar. Infused with calming lavender and gently exfoliating oatmeal, it soothes irritation while giving your body that spa-like TLC that your skin will thank you for. So, if you’re deep in your healthy, hydrated, glowing skin era, this one’s for you. And if lavender and oatmeal isn’t your thing, don’t worry, Linoto offers a full lineup of skin-loving scents to choose from, like Cedarwood, Coffee Mint, Saltwater and many more. Honestly, you can’t go wrong.

Linoto Saipua Artisanal Bar Soap 6oz., $, available at Linoto

This body wash is giving Shea Butter Baby energy, shoutout to Ari Lennox. Formulated with shea butter and moringa leaf oil, it’s rich in vitamins and designed to nourish, hydrate, and help restore your skin’s barrier. Because let’s be real, what you put on your body matters just as much as what you put in it. If you’re looking for a clean, no-BS body wash, no silicones, no filler ingredients, just real skin-loving, nourishing, vitamin-infused goodness, this might be your new favorite. And you can thank us later for it.

54 Thrones Moisturizing Butter Cream Body Wash, $, available at Sephora

Vegan, gluten-free, cruelty-free and made with certified organic ingredients? Sounds like a winning combo you can’t go wrong with. Your face is a beautiful canvas and should be treated as such. The Chamomile Face & Eye Primer does more than prep your skin; it hydrates, smooths and helps your makeup glide on seamlessly. Designed to control oil and extend your makeup wear, it creates a soft, long-lasting finish that won’t clog pores or irritate sensitive skin. Most importantly, LUV + Co is committed to clean beauty and women’s health, steering clear of toxic or synthetic ingredients, all while formulating with sensitive skin in mind.

Luv + Co. Chamomile Face & Eye Primer, $, available at beautyologie

A good primer isn’t extra. It’s essential. If you’re a beauty enthusiast, Beauty Bakerie’s Butter Primer deserves a spot in your lineup. Whether you’re rocking a full beat or keeping it bare-faced and natural, this lightweight, eco-friendly primer can be worn on its own or layered with your favorite makeup products. It’s smooth, breathable and formulated for all skin types, giving you that flawless, “I woke up like this” finish without the heavy residue.

Beauty Bakerie The Butter Primer, $, available at Nordstom

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