13 Black-owned beauty brands at Nordstrom, Sephora and Ulta right now
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News flash: There are not enough Black-owned beauty brands sold at mainstream retailers. Even if we don’t have hard numbers, we see it every day while walking into beauty stores. There are a limited number of options from Black-owned businesses on shelves.
Since the rise of widespread protests condemning the systematic and historical police killings of Black Americans, social media has been shining a light on Black-owned retailers to support and champion. And while some major brands have pledged financial support to the Black Lives Matter movement and posted black squares on Instagram, many customers are demanding longer-term commitments.
Recently, Aurora James, founder of the luxury fashion brand Brother Vellies, took to Instagram and suggested that major retailers start devoting 15 percent of their shelf space to Black-owned products — and customers have watched to see who will summon the call. The ask is now known as the 15 Percent Pledge.
A post shared by Aurora James (@aurorajames)
on May 29, 2020 at 5:46pm PDT
(@aurorajames)
(@aurorajames)
“Black people in the U.S. make up nearly 15 percent of the population. So, we are calling on major retailers to commit a minimum of 15 percent of their shelf to Black-owned businesses,” the 15 Percent Pledge website reads.
A few weeks ago, Sephora was the first major retailer to heed the call, although it has not been as quick of a process for other major retailers.
To keep the conversation going, here are 13 Black-owned beauty brands that are already found at some of our most shopped-at beauty retailers: Sephora, Ulta and Nordstrom. Shop them now and support a Black-owned beauty brand:
1. Briogeo
Credit: Nordstrom
Shop: B. Well 100mg CBD + Arnica Flower Soothing Skin & Scalp Oil, $48
Shop: Be Gentle, Be Kind Avocado + Kiwi Mega Moisture Superfood Mask, $36
Shop: Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo, $42
Shop: Curl Charisma Rice Amino + Avocado Hydrating Shampoo, $24
Shop Briogeo at Nordstrom here.
2. Pat McGrath Labs
Shop: MatteTrance Lipstick, $38
Shop: Mothership VII Eyeshadow Palette – Divine Rose Collection, $125
Shop: Sublime Perfection Foundation, $68
Shop Pat McGrath Labs at Sephora here.
3. Fenty Beauty
Shop: Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer, $19
Shop: Fenty Beauty by Rihanna Match Stix Matte Skinstick, $25
Shop: Fenty Beauty by Rihanna Pro Filt’r Hydrating Longwear Foundation, $35
Shop Fenty Beauty at Sephora here.
4. Beauty Bakerie
Shop: Instabake 3 in 1 Concealer, $20
Shop: Coffee & Cocoa Bronzer Palette, $38
Shop: Wake & Bake Face Oil, $28
Shop Beauty Bakerie at Ulta here.
5. Juvia’s Place
Credit: Ulta
Shop: The Saharan Eyeshadow Palette, $20
Shop: The Magic Mini Eyeshadow Palette, $25
Shop: I Am Magic Foundation, $20
Shop Juvia’s Place at Ulta here.
6. Adwoa Beauty
Credit: Sephora
Shop: Baomint Moisturizing Shampoo, $22
Shop: Baomint Moisturizing Curl Defining Gel, $32
Shop Adwoa Beauty at Sephora here.
7. Golde
Shop Golde at Sephora here.
8. Uoma Beauty
Credit: Ulta
Shop: Double Take Contour Stick, $40
Shop: Stay Woke Luminous Brightening Concealer, $25
Shop: Allure Black Magic Color Palette, $44
Shop Uoma Beauty at Ulta here.
9. Pattern
Credit: Ulta
Shop: Leave-In Conditioner, $25
Shop: Jojoba Oil Hair Serum, $25
Shop: Microfiber Towel, $19
Shop Pattern Beauty at Ulta here.
10. Shani Darden Skin Care
Credit: Sephora
Shop: Retinol Reform, $88
Shop: Sake Toning Essence, $52
Shop: Retinol Reform Mini, $30
Shop Shani Darden Skin Care at Sephora here.
11. Kreyòl Essence
Credit: Ulta
Shop: Haitian Black Castor Oil Goat + Coconut Growth Milk, $22
Shop: Haitian Black Castor Oil – Original, $18
Shop: Haitian Shea Butter, $22
Shop Kreyól Essence at Ulta here.
12. Mixed Chicks
Credit: Ulta
Shop: Leave-In Conditioner, $19.99
Shop: Conditioning Wash, $9.99
Shop: Coil Kink Style Cream, $11.99
Shop Mixed Chick at Ulta here.
13. KNC Beauty
Credit: KNC Beauty
Shop: All Natural Infused Lip Mask- 5 Pack, $25
Shop: All Natural Retinol Infused Eye Mask- 5 Pack, $25
Shop KNC Beauty at Sephora here.
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