When Black Beauty Brands Support Each Other, We All Win

The rise of Black beauty brands marks a significant shift in the industry. Black-founded brands outperformed the rest of the U.S. prestige beauty market for the past two years, according to Circana’s 2023 beauty consumer studies . This growth spans all beauty categories: makeup, skincare, fragrance and hair. NielsenIQ reports that Black-founded brands saw a 19 percent growth in dollar sales in that same month. It’s nearly twice the rate of the total prestige beauty market compared to January, and with this growth comes the need for collaboration. Black-owned beauty brands have the power to come together to reach higher levels.

Strength in Unity

Danessa Myricks , the founder of Danessa Myricks Beauty, believes that Black beauty brands can support each other in a multitude of ways.

“For example, if I’m activating in Sephora, I’m calling up my other Black beauty founders to say let’s do this together,” Myricks said.

Malaika Jones, founder of BROWN Girl Janes, echoed Myricks’ sentiment, adding that Black beauty brands win together.

“Black beauty brands don’t win unless we all win,” Jones said. “We win together. Danessa Myricks and I recently did an event together and we always support each other. When we have the limelight on us, we have to shine it on each other.”

Both founders believe in the power of authenticity and collaboration. In order for the industry to grow, upcoming Black beauty founders must keep their true selves at the forefront.

“Those things that I really wanted to see happen in the world that I was afraid to talk about before are the things that make this brand what it is and they’ve been always been the most successful,” Myricks said. “Any idea that you have is there for a reason. If it resonates for you, it’s gonna resonate to the world.”

In agreement, Jones added that it is crucial for entrepreneurs to stay true to themselves.

“You can only fill a space in the way that only you can fill it,” Jones told 21Ninety. “You should focus on what you wish you had as a consumer. What sort of products, what sort of communities do you wish existed for you? When that’s your North Star, you’re always creating from a place of truth and authenticity.”

The Black Beauty Renaissance

The current Black beauty renaissance is pushing brands to be more inclusive now than the market has ever seen before.

“It is a renaissance for Black women,” Myricks said. “We’ve always lived in this space and did the best we possibly could at all times. It’s nice to see the world paying attention, the world feeling our power.”

Jones reflected on the cultural significance.

“Beauty is a reflection of culture,” Jones said. “When we talk about culture and shining a light on community, it has to resonate with us as a community. The impact of what’s happening in Black beauty cannot be overstated.”

The new Sephora location in Harlem marks a milestone in the expansion of Black beauty. This 4,194-square-foot store, located on the famed 125th Street corridor, features a curated selection of skincare, makeup, fragrance and hair care products from established and emerging brands. The grand opening celebration included exclusive gifts and in-store experiences with Black beauty founders, like Myricks and Jones.

“It’s about time,” Jones said about the expansion of Black brands in retailers like Sephora. “Beauty should always reflect the communities and the people that love it and support it. We’re just happy to be getting started and to change the narrative.”

Myricks echoed Jones saying that the beauty renaissance is a “feeling that I cannot even describe.” She is excited for the future of beauty, and believes that Black women are now reentering the conversation.

Keeping Black Culture and Heritage Alive

Both founders ensure that their products cater to the diverse needs of Black women and reflect their culture.

“We take great care in making sure the underrepresented are deeply represented,” Myricks explained about her brand. “We don’t want anybody to feel disconnected or outside of the conversation we want to have about beauty.”

The support among Black beauty brands creates a thriving community that benefits everyone. Lifting each other up and staying true to their roots are just parts of a foundation that can create a movement for universal Black beauty. These brands are not just making waves in the beauty industry, but also ensuring that Black culture and heritage remain at the forefront.

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