Thirteen Lune: Redefining Beauty Through Inclusion and Empowerment
Discover how Thirteen Lune is putting Black and Brown founders at the center of beauty, changing the retail conversation and building a more inclusive future.
In an era demanding greater diversity and representation, Thirteen Lune emerged as a powerful disruptor within the beauty industry. Launched in 2020 and co-founded by Nyakio Grieco and Patrick Herning, this West Hollywood-based e-commerce platform is dedicated to spotlighting beauty brands founded by Black and Brown entrepreneurs. Through a blend of curation, community building, and unwavering advocacy, Thirteen Lune aims not only to diversify product offerings, but to fundamentally reshape the narrative of whose creativity and expertise are central to the beauty world.
The Origins and Mission of Thirteen Lune
Thirteen Lune’s foundation rests on a simple but transformative principle: Beauty should celebrate and uplift all people, not just a select few. In the wake of movements like the Fifteen Percent Pledge and Pull Up for Change in 2020—which highlighted the stark disparities in representation for Black-owned businesses in major retailers—Nyakio Grieco and Patrick Herning recognized a pressing need for a dedicated platform. Their mission was to create a retail and community ecosystem where Black and Brown beauty founders would not only be seen, but could thrive at scale.
- Thirteen Lune launched with an initial roster of 13 brands, chosen for their innovation and commitment to crafting products that speak to a wide range of beauty needs.
- The platform now highlights more than 90% BIPOC-founded brands, with the rest labeled as Ally Brands: companies recognized for their sustained efforts toward meaningful inclusion and allyship.
- Products span skincare, haircare, makeup, wellness, and personal care, chosen for both efficacy and the richness of founders’ stories.
The Philosophy of Inclusion
At its core, Thirteen Lune is more than an online shop—it is a purposeful community builder and change agent. Their philosophy, The Beauty of Inclusion, holds that beauty is universal and that true progress means centering those voices, experiences, and cultural rituals historically marginalized by mainstream retail.
- The platform inspires discovery of global, diverse founders and their products.
- Each brand and product curated by Thirteen Lune is chosen not only for quality, but for an ability to uplift communities and spark genuine transformation within the industry.
- The company is committed to sharing the stories of founders, helping consumers understand the power and perspective behind every product.
The Selection and Vetting Process for Brands
Thirteen Lune’s approach to curation is discerning and rooted in both impact and excellence. Only those brands which align with their mission of inclusion, innovation, and community advancement are included on the site.
- 90% of brands are BIPOC-founded, ensuring unparalleled representation in an industry slow to change.
- 10% are “Ally Brands”, specifically selected for demonstrating true commitments to diversity and inclusion beyond superficial marketing efforts.
- The vetting process examines a brand’s point of view, product efficacy, innovation, and the authenticity of its founder story.
- Brands must demonstrate an ability to grow sustainably and have ambitions to become lasting leaders in the American—and global—beauty landscape.
Creating Community and Breaking Barriers
Nyakio Grieco, having spent over two decades in the beauty trenches, emphasizes that traditional beauty retail often erects barriers for Black and Brown founders—from access to capital to representation on shelves. Thirteen Lune exists to break those barriers through proactive mentorship, accessible retail partnerships, and amplifying founders’ stories.
- The company goes beyond sales, acting as a mentor, connector, and advocate for its partner brands.
- It creates opportunities for underrepresented founders to access capital, network with investors, and secure retail partnerships—including through major collaborations with JCPenney.
- Through media, events, and a flagship location, Thirteen Lune draws together a community hungry for real inclusion and belonging.
What others are reading
As Grieco notes, having a sense of community is essential in spaces traditionally dominated by White leadership. Thirteen Lune’s commitment to collective success and celebration is core to its enduring impact.
Product Lines and Featured Brands
Thirteen Lune curates best-in-class products across several categories, all with a focus on performance, quality, and meaningful storytelling. Some of the types of brands and products found on the platform include:
- Skincare: From gentle cleansers to innovative serums and hydrating creams.
- Makeup: Foundations, lip products, eye essentials, and tools formulated for a wide spectrum of skin tones.
- Hair Care: Solutions for various hair types and textures, celebrating natural beauty and healthy hair rituals.
- Wellness and Body: Aromatherapy, body oils, scrubs, and wellness supplements inspired by global traditions.
Brands range from established names to emerging disruptors, all dedicated to empowering consumers and reimagining what beauty retail can be.
Highlighted Products
- One & Done Everyday Cream w/ SPF 40 by Ami Colé — A multitasking moisturizer designed with melanin-rich skin in mind.
- Lip Treatment Oil by Relevant: Your Skin Seen — A nourishing oil developed to hydrate and protect lips with natural emollients.
- 13 Stems: Scent Meets Soul by Sundree — A fragrance collection blending botanical inspiration with story-driven creation.
- Cooling Facial Globe — A spa-inspired tool for soothing and revitalizing the complexion.
Impact and Industry Change
Since its launch, Thirteen Lune has become synonymous with meaningful change in beauty retail. The company’s award-winning work has attracted both consumer attention and industry accolades, winning the 2021 Beauty Inc Award for Newcomer of the Year.
| Milestone | Impact |
|---|---|
| 2020 Launch | Established platform for BIPOC and Ally Brands; initial 13 brands curated. |
| 2021 JCPenney Partnership | Expanded in-store presence nationwide, bringing Thirteen Lune brands to mass retail. |
| 2021 Investment Rounds | Secured millions in funding from high-profile investors (including Sean Combs, Gwyneth Paltrow, and others), fueling growth and mentorship. |
| 2022 Expansion | Added products to over 600 JCPenney locations, further mainstreaming Black and Brown-founded brands. |
In addition to retail milestones, Thirteen Lune’s presence in the press—from glowing coverage in Cosmopolitan and Women’s Wear Daily to features in Grown and Beauty Independent—attests to its role in driving new industry standards.
Challenges and The Future
Despite a wave of initial progress, Thirteen Lune and similar ventures face ongoing obstacles, such as inequities in distribution, access to capital, and systemic bias. The platform’s recent acquisition by SNR Capital via an alternative insolvency process was a response to industry volatility; yet founders and partners remain steadfast in their commitment to Thirteen Lune’s mission.
- Maintaining and expanding meaningful retail partnerships.
- Ensuring timely vendor payments and easing the operational burdens on underfunded entrepreneurs.
- Sustaining mentorship, community programs, and founder-focused initiatives despite industry headwinds.
As Ezinne Iroanya-Price, founder of Sknmuse, notes: “Thirteen Lune has been a masterclass in resilience… Opening their doors for our events and creating retail partnerships for Black-owned brands? They dared to do something different, and I’ll forever appreciate how they validated our entire sector.”
Testimonials From Founders and Industry Leaders
- Nyakio Grieco (Co-Founder): “We created Thirteen Lune to highlight brands and founders who, for far too long, have been neglected in terms of capital and retail partnerships… The goal is to create long-term impact and change within the beauty industry.”
- Ezinne Iroanya-Price (Sknmuse): “This market is laughably fake. Everyone’s chasing the ‘Black-owned brand’ aesthetic, but heaven forbid they put in the work to understand our cultural linguistics and sacred rituals. Thirteen Lune validated our entire sector.”
- Industry Press: “Thirteen Lune is the one-stop-shop your favorite Black Beauty Brands… bringing together luxurious and efficacious products that uplift both emerging and established brands.”
Frequently Asked Questions (FAQs)
Q: What is Thirteen Lune’s core mission?
A: Thirteen Lune’s mission is to amplify and support beauty brands founded by Black, Brown, and other underrepresented entrepreneurs—driving systemic industry change through holistic inclusion and storytelling.
Q: How does Thirteen Lune select brands for its platform?
A: Brands are selected through a curated process that evaluates product quality, innovation, diversity of perspective, and authenticity of founder story. 90% of brands are BIPOC-founded, with the remainder chosen as Ally Brands.
Q: What makes Thirteen Lune distinct from other beauty retailers?
A: The platform is both a community hub and a retail platform—providing mentorship, capital access support, and industry connections in addition to product sales. Its product assortment is intentionally built around underrepresented voices, with genuine stories at the center.
Q: How has Thirteen Lune impacted the wider beauty industry?
A: Thirteen Lune has emerged as an industry benchmark for inclusive curation, directly increasing the visibility and growth prospects of BIPOC-owned beauty brands and inspiring larger retailers to improve their diversity efforts.
Q: What’s next for Thirteen Lune?
A: Despite challenges, Thirteen Lune is committed to its mission and adapting under new ownership, with ongoing work on expanding its retail presence, community support, and founder mentoring.
Conclusion
Thirteen Lune’s story is one of transformation: not only for the brands it represents, but for the wider beauty industry. By putting inclusion at the center of every decision—from curation to mentorship—the platform is redefining what real opportunity, community, and beauty mean today and for generations to come.
References
- https://en.wikipedia.org/wiki/Thirteen_Lune
- https://www.beautyindependent.com/inclusive-beauty-brands-share-vision-thirteen-lune-post-acquisition-future/
- https://grownmag.com/beauty/nyakio-grieco-thirteen-lune-interview/
- https://thirteenlune.com/pages/about-thirteen-lune
- https://thirteenlune.com/blogs/shop-talk/the-first-thirteen
- https://thirteenlune.com
- https://thirteenlune.com/pages/black-owned-brands
- https://cew.org/beauty_news/black-history-month-brand-spotlight-thirteen-lune/
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