15 Black-Owned Makeup Brands Shaping Beauty in 2025
Explore top Black-owned makeup and beauty brands that are elevating inclusivity, innovation, and representation in the beauty industry.
The beauty industry is undergoing a marked transformation, fueled by visionaries committed to authenticity, representation, and high-quality formulations. Black-owned makeup and skincare brands are not only breaking barriers but also redefining what it means to be inclusive in beauty. From groundbreaking foundations to innovative skincare, their influence has become pivotal for consumers looking for effective products and broader representation in the cosmetics space.
Why Support Black-Owned Beauty Brands?
Choosing to support Black-owned beauty businesses means investing in products that center real diversity, cater to a wide range of skin tones, and give back to communities that have historically been underrepresented. These brands often pave the way for new standards in both quality and inclusivity:
- Wider Shade Ranges: Products designed for all skin tones—from the fairest to the deepest.
- Innovation: Pioneering clean formulas and unique textures tailored for melanin-rich skin.
- Cultural Relevance: Empowering communities with products inspired by diverse cultural heritage.
- Authentic Representation: Increasing the presence of Black brand founders and decision-makers in beauty.
The Most Influential Black-Owned Makeup Brands of 2025
From established icons to up-and-coming disruptors, these Black-owned brands are elevating the standards of the industry in 2025:
Fenty Beauty
Founded by Rihanna, Fenty Beauty set a powerful precedent when it launched with 40+ foundation shades, redefining “inclusive beauty.” The brand’s dedication to diversity and accessible glam has made it a mainstay globally. Gloss Bomb and Pro Filt’r Foundation are cult favorites for their universal appeal and long-lasting finish.
- Wide shade range for foundations, concealers, and powders
- Vegan and cruelty-free formulations
- Signature products: Pro Filt’r Soft Matte Foundation, Gloss Bomb Lip Luminizer
Pat McGrath Labs
Helmed by makeup artist Pat McGrath, this luxury makeup house blends artistry and innovation. Known for jaw-dropping pigments and opulent packaging, every launch feels like an event in the industry.
- Rich, vibrant color stories for all skin tones
- Lust-worthy eyeshadow palettes and Velvet Matte lipsticks
- Celebrated for: Mothership Palettes, Skin Fetish Collection
Danessa Myricks Beauty
Founded by self-taught artist Danessa Myricks, this brand is a go-to for makeup artists and beauty enthusiasts who love bold color and multifunctional products. The line is celebrated for hybrid formulas that blend skincare with high-performance makeup. TikTok virality and a commitment to universal shades have propelled its rise. Top picks: Yummy Skin Serum Foundation, Twin Flames Liquid Eyeshadow.
- Hybrid foundation-serum and blurring balm powder
- Unmatched versatility; ideal for creative makeup and daily wear
- Vegan & cruelty-free
Juvia’s Place
Famous for its vivid eyeshadow palettes inspired by African art, Juvia’s Place packs rich pigment and world-class affordability. The brand’s complexion range is designed specifically to flatter melanin-rich skin, but works for everyone who loves bold beauty.
What others are reading
- Eye palettes with high-impact color payoff
- Inclusive foundation and concealer range
- Affordable, accessible luxury
Mented Cosmetics
Mented—the perfect intersection of everyday elegance and inclusivity. Founded by two women who were tired of not finding nude shades that worked for their skin, Mented specializes in universally flattering nudes and deep hues, especially for lips and cheeks.
- Signature nude lipsticks and glosses for all complexions
- Lightweight skin tints and blushes
- Cruelty-free and vegan formulas
The Lip Bar
The Lip Bar was founded to disrupt the lack of diversity in beauty. Today, it’s a household name thanks to affordable price points and vibrant, inclusive shade ranges. The brand’s quick-application multipurpose products cater to busy, modern lifestyles.
- Lipsticks, glosses, and tinted balms in wide variety of hues
- Skin tints and 2-in-1 face palettes for fast, flawless looks
- Easy-to-use and vegan-friendly
UOMA Beauty
There’s nothing timid about UOMA Beauty. Known for rich pigmentation and Afro-centric artistry, this brand challenges stereotypes around beauty standards. UOMA boasts a Stay Woke Concealer and radical shade innovation, always with an edge.
- Highly-pigmented foundations and concealers
- Colorful, statement-making palettes and lipsticks
- Pro-diversity ethos reflected in campaigns and collaborations
Beauty Bakerie
Founded by Cashmere Nicole, Beauty Bakerie brings sweetness to your routine with cake-themed packaging and enduring formulas. The Flour Setting Powder and long-wear Lip Whips are bestsellers renowned for their staying power—perfect for all-day wear and high humidity.
- Smudge-proof lipstick and lip gloss options
- Inclusive foundation and setting powder shades
- Cruelty-free and paraben-free
Coloured Raine
Founded by Loraine R. Dowdy, Coloured Raine shines for its highly-pigmented lipsticks and expressive eyeshadow palettes. The brand celebrates individuality and offers a spectrum of colors suitable for every skin tone.
- Unapologetic, statement-making shades
- Popular for: Matte lipsticks and Queen of Hearts Palette
- Black-owned, cruelty-free, and vegan
Ami Colé
Specializing in clean beauty for melanin-rich skin, Ami Colé centers on a “no-makeup” makeup look—think dewy, luminous skin with subtle definition. Their products focus on simple routines and healthy glow, appealing to minimalists and skincare-first consumers. Recent expansions include retail presence at Sephora (Canada).
- Sheer skin-enhancing shades
- Clean, non-toxic formulations
- Emphasis on natural radiance
LYS Beauty
Founded by Tisha Thompson, LYS Beauty stands out as one of the first Black-owned clean beauty brands at Sephora. The brand delivers high performance at an accessible price, focusing on makeup that is as healthy for skin as it is beautiful. TikTok-famous, their Skin Tint Foundation Stick is setting new standards.
- Clean, affordable foundation options
- Viral complexion sticks and blushes
- Certified cruelty-free, vegan-friendly
Topicals
Reinventing skincare for specific concerns, Topicals targets issues like hyperpigmentation and dark spots, using science-backed actives and powerful storytelling. Their strong social media presence has quickly turned them into a favorite among Gen Z and millennial consumers.
- Targeted serums and spot treatments
- Focus on skin health and confidence
- Incorporates clinical research with approachable branding
Buttah Skin
Created by Dorion Renaud, Buttah Skin provides ultra-hydrating, glow-boosting skincare for melanin-rich tones. With gentle yet effective solutions—from vitamin C serums to classic cleansing bars—Buttah Skin leads the way for inclusive men’s and women’s skincare.
- Hydrating serums and body butters
- Simple, non-irritating formulations
- Expanding with gender-neutral branding and digital consultations
54 Thrones
Drawing on West African beauty rituals, 54 Thrones offers shea butter-based products and facial oils. This brand blends ethical sourcing with luxury—celebrating African botanicals and skincare practices.
- Clean, handcrafted butters and soaps
- Facial and body oils for deep nourishment
- Emphasis on sustainability
Cécred
Launched by Beyoncé in 2024, Cécred fuses luxury, heritage, and science-driven hair care. The brand emphasizes textured hair, with formulations inspired by global traditions and holistic rituals. It quickly became a best-seller at Ulta Beauty–a testament to the demand for high-quality, inclusive haircare.
- Science-backed, ritual-inspired haircare
- Massive social media momentum on launch
- Broad range: from shampoos to serums
Luxury and Indie Standouts in Black-Owned Beauty
Notable luxury and indie brands making waves:
| Brand | Specialty | Highlight Product |
|---|---|---|
| Epara Skincare | Luxury, melanin-centric skincare | Moisturizing Face Cream |
| 54 Thrones | Shea butter & African botanicals | Body Butter |
| Danessa Myricks Beauty | Vivid color, hybrid formulas | Yummy Skin Foundation |
| Pat McGrath Labs | Luxury makeup artistry | Mothership Palettes |
Why These Brands Matter
The impact of Black-owned makeup and skincare lines goes far beyond product innovation. Their success signals a broader movement towards:
- Industry accountability: Retailers and beauty conglomerates are making shelf-space commitments to boost representation.
- Community empowerment: Profits, employment, and exposure benefit historically excluded communities.
- Cultural inspiration: Many brands draw on African and Black diasporic rituals, uplifting both heritage and contemporary beauty narratives.
- Greater self-expression: Expanding what is considered “neutral” or “universal” in cosmetics, so everyone is seen.
Frequently Asked Questions
What defines a brand as Black-owned in beauty?
Black-owned beauty brands are founded or led by Black entrepreneurs, who play a central role in product development, business direction, and brand imagery. These businesses often prioritize inclusion, authentic representation, and community investment.
How can I find Black-owned beauty brands at major retailers?
Many large retailers, like Sephora, Ulta Beauty, and Target, now have dedicated sections or tags in their online and in-store beauty aisles, making it easier to identify and shop Black-owned brands.
Are Black-owned makeup products only for people of color?
No, Black-owned beauty brands are for everyone. Many are designed to be inclusive for all skin tones, races, and types, though their shade ranges and formulas often fill critical gaps in representation for deeper skin tones.
What are some trending products from Black-owned brands in 2025?
- Fenty Beauty Pro Filt’r Foundation & Gloss Bomb
- Danessa Myricks Yummy Skin Serum Foundation
- UOMA Stay Woke Concealer
- Mented Cosmetics Semi-Matte Lipsticks
- The Lip Bar Vegan Liquid Mattes
Where can I learn more or keep up with new launches?
Most of these brands maintain active social media presences (Instagram, TikTok) and host email newsletters for exclusive deals and product drops. Following beauty roundups from industry publications can also keep you in-the-know about Black-owned launches and innovations.
Conclusion
The beauty industry’s future lies in its dedication to representation and innovation. By supporting Black-owned makeup and skincare brands, consumers drive change, honor culture, and gain access to some of the most effective, thoughtful products available today. Whether your style is minimalist, maximalist, or somewhere in between, there is a Black-owned brand ready to elevate your routine. Shop intentionally—your beauty bag and the industry at large will thank you.
References
- https://freeyourself.com/blogs/news/black-owned-beauty-brand-growth
- https://www.vagaro.com/learn/black-owned-brands-to-watch
- https://www.revolt.tv/article/black-owned-makeup-brands-black-business-month
- https://www.ipsy.com/blog/black-owned-beauty-brands
- https://www.sephora.com/beauty/black-owned-makeup-brands
- https://www.ulta.com/discover/black-owned-founded-beauty-brands
- https://thirteenlune.com
Similar Articles
Read full bio of Sneha Tete
