16 Emerging Black-Owned Beauty and Wellness Brands to Shop

Inclusivity in beauty hasn’t always been a given—and while the industry has made meaningful progress over the years, that momentum has once again been challenged. In the past year alone, several Black-owned brands have spoken openly about the financial hardships they’ve faced, with some ultimately forced to shutter. As the landscape continues to shift, it’s becoming increasingly clear that sustained support for Black beauty founders is not guaranteed.

Still, the future of Black beauty is far from bleak. A new generation of independent, Black-owned brands is emerging and filling critical gaps in skincare, makeup, hair care, and fragrance. Ahead, we’re spotlighting standout, on-the-rise Black-owned beauty brands that deserve more attention, visibility, and investment this year. From Tonal Cosmetics to Bask & Lather, these are the companies to keep on your radar now.