February 9, 2025
Black women spend billions on beauty; how to take ownership

Black women have long been at the forefront of setting beauty trends and redefining beauty standards.

Despite often being excluded from mainstream beauty narratives, Black women have spent and continue to spend, billions of dollars each year on beauty products that cater to our unique needs. 

From skincare to hair care, cosmetics, and more, Black women are not just consumers in the beauty market; we’re trendsetters, innovators, and the driving force in shaping the beauty landscape.  

The Rise of Black-Owned Beauty Brands

One of the most exciting trends in the beauty industry is the rise of Black-owned beauty brands. These brands are not only making products that cater to the unique needs of Black women, but they are also empowering Black women to take control of the narrative around beauty. 

Brands like Fenty Beauty, UOMA Beauty, and The Lip Bar have disrupted the beauty market by creating inclusive and high-quality products, while also celebrating Black culture and identity.

These brands are leading the charge in creating products that are specifically designed for Black women, while also providing opportunities for Black women to become entrepreneurs in an industry that has historically marginalized them.  

Despite the significant spending power and the rise of Black-owned beauty brands, I have a question…  

Is the current landscape of Black ownership sufficient to capture a meaningful market share and truly dominate the industry we heavily influence and consume?

The Financial Power of Black Women in Beauty

In recent years, Black women have become one of the most influential consumer groups in the beauty industry.

According to several studies, Black women are responsible for a significant portion of the beauty market, with estimates placing our spending at nearly $2.6 billion annually on hair and beauty products alone. 

This financial influence is evident in the rise of brands that cater specifically to our beauty needs, from hair care lines that address curly, coily, and textured hair, to makeup brands that provide a broader range of foundation shades.

Black women spend significantly more on beauty products compared to other demographic groups. In fact, it’s estimated that Black women spend nine times more on beauty products than other women in the United States. 

From haircare lines like SheaMoisture and Carol’s Daughter, to cosmetics brands like Fenty Beauty by Rihanna, which made waves by offering over 40 different shades of foundation, Black women are spending on brands that reflect our identities and cater to our needs.  

However, many of the well-known Black-owned brands have sold to non-Black companies, leaving Black women with little to no ownership or control.

A prime example is Mielle Organics, a popular Black-owned natural hair care brand.  After gaining widespread recognition during the COVID-19 pandemic, founders Monique and Melvin Rodriguez sold the company in 2022 for an undisclosed sum.

This decision to sell ignited considerable debate within the beauty industry, especially regarding the future of Black-owned businesses and our relationships with large, multinational corporations.  Many critics argue that it was a missed opportunity, as there are so few Black-owned brands with true ownership in the beauty space we dominate as consumers.

Selling to a company like P&G can offer long-term stability, which is essential for any business. As a smaller, Black-owned company, Mielle Organics may have struggled to compete with larger, well-established corporations in the beauty industry. P&G’s resources and operational expertise could help boost Mielle’s market position. 

However, this highlights the urgent need for Black-owned brands to build our own marketplaces and cooperatives to showcase our beauty trends, creating a space where large corporations rely on the Black consumer just as much as we rely on them.

As the founder of “Goodbye Glue,” the first and only glue-less, medical-grade adhesive that allows women to safely wear false eyelashes, I understand the challenges all too well. Despite having an innovative product, I too struggle to break into mainstream retail.  Countless incredible Black-owned beauty brands face the same challenge: a lack of marketing dollars to effectively brand and promote their products.

This is a systemic issue that needs to be addressed in a meaningful and sustainable way moving forward.

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Lisa Goshon, Inventor “Goodbye Glue”

For centuries, beauty standards in mainstream media and culture have been shaped by white-centric ideals, and Black women have been placed at the bottom of that hierarchy. 

From the earliest days of colonization, Black women were subjected to derogatory stereotypes, their natural beauty demonized, and their features marginalized.  Fast forward to today, and many major beauty brands continue to capitalize on the insecurities built over generations, further perpetuating a cycle of self-doubt and unattainable ideals.

One of the most insidious ways these brands exploit Black women’s insecurities is by promoting products that promise to “fix” what society deems “flawed” or “undesirable” features. In other words, features that have long been associated with Blackness. 

This includes products that lighten skin, straighten textured hair, and alter facial features to better align with Eurocentric beauty standards.  For example, skin-whitening creams, hair relaxers, and contouring products designed to “soften” or “refine” noses and lips are marketed directly to Black women, often with an undertone that implies our natural beauty is insufficient.

These brands not only offer these products but also target them specifically toward Black women, often framing their marketing messages in ways that prey on deep-seated insecurities.

They imply that Black beauty is “incomplete” unless it fits into a narrow, Westernized framework. For example, using slogans like “perfectly polished” or “silky smooth,” they equate Blackness with imperfection, subtly reinforcing the need for a transformation to be seen as beautiful.

This strategy is rooted in centuries of racial conditioning, where Black women were told that their bodies, skin, and hair were “other” or inferior to the dominant standard of beauty. Throughout history, Black women have been shown images of themselves as less-than, from the days of slavery and colonialism to the Jim Crow era and beyond. 

We were taught that to be valued, we had to look less Black, less “natural.” Modern beauty standards are largely driven by multinational corporations that often perpetuate this narrative, selling us the illusion of beauty through products that promise conformity.

The beauty industry thrives on these insecurities, driving billions of dollars by pushing the notion that Black women can only be “beautiful” by adhering to the ever-changing trends dictated by these companies. 

However, this creates a double-edged sword: the more these products are used, the more it reinforces the idea that Black women need external validation, constantly shifting their sense of self-worth to fit what is deemed acceptable by a white-dominated society.

Reversing the Cycle

The first step toward breaking this cycle is for Black women to reclaim the narrative around our beauty.  By embracing our natural features (full lips, curly hair, dark skin, and wide noses) we can start to challenge the deeply entrenched beliefs that have been passed down through generations. The rise of Black-owned beauty brands is a powerful example of this shift.  These brands are rewriting the rules, offering products that celebrate Black women’s beauty rather than attempting to change it.

In response, we need to ensure that Black women are not just consumers of beauty, but also the owners, creators, and influencers driving beauty trends and the industry forward.  Only when we invest in our own marketplaces, create our own standards, and empower our own voices will we have the power to shift the focus away from profit-driven exploitation toward true representation, respect, and celebration of Black beauty.

Until then, it’s crucial for us as a community to be aware of how major beauty brands target our insecurities and challenge these tactics by embracing our authenticity.  It’s time to stop buying into the idea that we need to “fix” ourselves to meet someone else’s standard of beauty.  Black women have always been beautiful, and our value is not defined by what products we buy, but by who we are in our purest, unfiltered form.

The Solution:  Build a Black Owned Marketplace

Despite the growth in spending power and influence, the beauty industry still faces significant challenges when it comes to inclusivity.  For example, while more brands are offering deeper shades of foundation and concealers, many Black women still struggle to find haircare products that meet their needs.  While the beauty industry has made strides in addressing the beauty needs of Black women, there is still much work to be done.

Moreover, there is an ongoing conversation about the lack of ownership Black women have in beauty brands.  While Black women are major consumers in the market, we are often not the creators or owners of the companies that produce the products we purchase. This has led to calls for more Black-owned beauty brands and for greater representation in beauty entrepreneurship.

I often think about starting an “all Black” female beauty marketplace that’s powerful, transformative and that focuses on empowering Black women both as consumers and creators.  Here’s what it could look like:

1. Curated Product Selection

The marketplace would feature a carefully curated selection of beauty products designed specifically for Black women’s unique needs. This would include skincare, haircare, cosmetics, and wellness products that are created by Black-owned brands or products formulated to cater to the diverse beauty needs of Black women, such as products for coily, kinky, and textured hair.

2. Black-Owned Beauty Brands

The marketplace would be committed to featuring and promoting only Black-owned beauty brands.  It would offer a platform for smaller and emerging Black beauty entrepreneurs to sell their products, along with established names. This model would support brands founded by Black women, ensuring we get a significant share of the revenue and visibility within the marketplace.

3. Educational & Empowering Content

Alongside selling products, the marketplace could host educational content, tutorials, and live events centered on beauty, health, and entrepreneurship, led by Black women. This would not only foster a sense of community but also provide empowerment, knowledge, and inspiration.

4. Social Impact and Advocacy

An all-Black female beauty marketplace could focus on social justice by supporting and partnering with organizations that advocate for racial equality, women’s rights, and environmental sustainability.  It would give back to the community, donate a portion of its revenue to causes like educational programs for young Black girls or support Black mental health initiatives.

5. Beauty as Self-Expression

The marketplace would emphasize the idea that beauty is not just about products but a form of self-expression and identity.  It would encourage Black women to define beauty on our own terms, celebrating natural features, various beauty standards, and cultural traditions.

6. Collaborative Economy

The marketplace would emphasize a collaborative, community-driven economy, where Black women can participate not only as customers but also as brand owners, influencers, and partners.

7. Tech and Innovation

Leveraging modern technology, the marketplace could incorporate innovative features to make shopping easier and more interactive for consumers with options like augmented reality with virtual try-ons for makeup products and custom beauty boxes.  

8. Sustainability and Eco-consciousness

The marketplace would align with sustainability practices, ensuring that beauty products are cruelty-free, vegan, and use sustainable packaging. It would address the eco-conscious needs of modern consumers while aligning with Black women’s concerns about wellness and the environment.

9. Global Reach with Local Focus

While the marketplace would have global reach, it would stay rooted in the needs and preferences of Black women from diverse backgrounds. It would be a hub for women around the world to come together, share experiences, and access beauty products tailored for them.

Elevating Black women in beauty trends

Black women’s impact on the beauty industry is undeniable.  Our cultural influence, purchasing power, and demand for more inclusive products have shaped the industry into what it is today. As consumers, we’re proving that we are not just passive participants in the beauty market but are active drivers of innovation, inclusivity, and change.  While there is still progress to be made, the future of beauty is brighter, more diverse, and more representative of the beautiful range of Black women everywhere.

An all-Black female beauty marketplace would not only be a place to shop but also a movement of empowerment, cultural pride, and community building.  It would center Black women’s unique beauty trends and needs, provide a platform for Black beauty entrepreneurs, and encourage self-expression through products and education. 

By elevating and embracing the full spectrum of Black beauty, it could change the dynamics of the beauty industry and ensure more equitable access to wealth and success for Black women in the beauty space. 

As Black women continue to reclaim our power in the beauty industry, one thing is certain: the beauty landscape will never be the same.  From hair care to skincare to cosmetics, Black women are making our mark not just as consumers, but as creators, trendsetters, and powerful voices in shaping what beauty truly means.

Call to Action

Let’s continue to uplift Black beauty and positive beauty trends, support Black-owned brands, and celebrate the diverse and radiant beauty of Black women.  With every dollar spent and every product purchased, we are contributing to a more inclusive and empowered beauty industry.  Let’s keep pushing for representation, innovation, and self-love in everything we do.

For more information about being part of research and planning of the Black Beauty Marketplace, send an email directly to:  [email protected]

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