10 Black-owned brands changing beauty game
In honour of Black History Month, we’re spotlighting Black-owned brands redefining the beauty space. From revolutionizing shade range standards to changing the conversation around natural hair, these companies are blazing a trail toward a better, more inclusive industry. Here’s to showing support now and every other day of the year.
Fenty Beauty
The history of foundation can essentially be divided into two eras: pre-Fenty and post-Fenty. That’s how influential Rihanna’s Pro Filt’r was with its whopping 40 shades (it has since expanded to 50 and is available in a hydrating version as well as a new pressed powder). Before its launch in 2017, it wasn’t unusual to see brands offering a measly eight foundation colours, with most of them landing on the lighter side of the spectrum. Fenty made inclusive shade ranges the norm.
Fenty Beauty Pro Filt’r soft matte powder foundation, $47, sephora.ca
Oui the People
Karen Young first made waves when she launched a glistening rose gold safety razor to prevent razor burn and ingrown hairs. Unlike its disposable counterparts, the luxurious, indestructible razor (seriously, it lasts a lifetime) made shaving more enjoyable but also provided a more sustainable (two billion plastic razors end up in landfills every year) and affordable solution (refill blades only cost a few dollars). Also groundbreaking was the way Oui talked about its razor, not as a tool to pursue flawlessness, but as a thoughtfully designed, albeit totally optional product. Originally known as Oui Shave, the brand changed its name to Oui the People to reflect its diverse community, and has expanded its offering to a slew of bodypampering products.
Oui the People The Big Reveal PHA ingrown relief toner, $32, ouithepeople.com
Briogeo
Nancy Twine left a successful career in finance after she noticed a gap in the clean hair space. She started whipping up her own concoctions in her New York City apartment and eventually partnered with a natural chemist to devise a line of texture-specific products. Flash-forward to today and Briogeo has amassed fans the world over with its clean, customized regimens designed to cater to the needs of each individual hair type.
Briogeo Don’t Despair, Repair! deep conditioning hair mask, $46, sephora.ca
Shani Darden
Jessica Alba, Kelly Rowland and Shay Mitchell have all praised Shani Darden’s skintransforming ways. The backup dancer turned facialist to the stars is a veritable glow whisperer with a knack for making complexions clearer, smoother and more radiant. Part of her magic is her special, easy-to-tolerate retinol serum. For years, it was the only product in her eponymous range and one celebs cited as a must-have in many a magazine interview. Lucky for us, Retinol Reform, along with other Darden-developed skin-savers, is now available at Sephora. Shani Darden Skin Care Retinol Reform, $115, sephora.ca
Piperwai
If you’ve ever attempted to make the switch to natural deodorant, you know that not all formulas are created equal. Put plainly, a lot of them just don’t work and will leave you smelling very bad. Like keeping your coat on so people don’t smell you kind of bad. Not the case with PiperWai. The brand’s naturally powered deodorant was the first aluminum-free formula to bank on activated charcoal to absorb wetness and fight odour. Not only does it work, but it’s also super gentle on skin (another drawback of natural deodorants: a lot of them can make your pits dry and flaky) thanks to nourishing coconut oil, shea butter and vitamin E.
PiperWai natural deodorant stick, $21, thedetoxmarket.ca
Pat McGrath Labs
Few makeup artists have been as influential as Pat McGrath. Nicknamed the “Mother” of makeup, McGrath has worked with every major designer, photographer and model in the business and even masterminded Dior’s iconic Diorshow mascara. So when she teased the launch of an imminent makeup line back in 2015, the beauty world went nuts and rightly so. Every product she’s since released has been a hit, like her bestselling MatteTrance Lipstick. It’s truly the perfect formula: highly pigmented yet weightless, matte yet hydrating.
Pat McGrath Labs MatteTrance lipstick, $50, sephora.ca
Pattern
Actor and all around legend Tracee Ellis Ross set out to create a different kind of textured hair brand. One not about “taming” or “controlling” curls and coils, but about celebrating them and enhancing them. Pattern caters to a demographic that’s been largely underserved by mass retailers. Thanks to its affordable price point and presence in Ulta in the U.S., it’s made Black hair products more accessible than ever. It’s unfortunately not yet carried in any Canadian stores, but the brand does ship to Canada.
Pattern curl gel, $32, patternbeauty.com
Plant Apothecary
Let’s hear it for body washes that aren’t basic. Plant Apothecary is elevating the shower game and making mornings brighter thanks to its certified organic formulas, uplifting scents and delightful packaging. Everything is clean, vegan, cruelty-free and good for the planet. And though the brand is best known for its body care products, it’s also making a splash outside the shower with a complete skin care range.
Plant Apothecary Start Happy body wash, $22, thedetoxmarket.ca
KNC Beauty
Kristen Noel Crawley first came across lip masks during a trip to Tokyo. She loved the concept but hated the fact that most were filled with dubious ingredients and tasted awful. So she decided to develop a cleaner, all-natural version. It took two years, but the pink jellylike mask found itself on a plethora of famous mouths, including those of Emma Stone and Kim Kardashian. Crawley continues to widen her product lineup and has even launched a virtual business school to help other Black entrepreneurs.
KNC Beauty Supa scrub set, $35, revolve.com
Hyper Skin
Desiree Verdejo knows skin care. She owned a beauty boutique in Harlem, New York, and curated the crème de la crème of cosmetics. And yet, when she found herself at grips with hormonal acne and stubborn hyperpigmentation, she couldn’t find anything targeting her concerns. Disappointed by the industry’s lack of diversity, she decided to come up with her own solution. The result is a clearing vitamin C serum that treats discoloration and vows to make all skin tones glow.
Hyper Skin hyper clear brightening clearing Vitamin C serum, $46, revolve.com