Five Black-Owned Beauty Brands to Watch

Five Black-Owned Beauty Brands to Watch

As Kline continues to celebrate the many achievements of the Black community in the beauty space, we’re highlighting five game-changing brands and their creators.

Shani Darden Skincare

Shani Darden is a well-known celebrity esthetician and Hollywood facialist. In 2013, she launched Retinol Reform and, in recent years, expanded her line to include updated packaging and more product offerings. These products had been available for purchase through the brand’s website and at Darden’s California-based skin care studio, but in 2020, Shani Darden Skincare was launched on and, later that year, entered all U.S. Sephora doors, where the brand is now spotlighted as a Black-Owned Beauty brand. Since the pandemic, Darden has been offering virtual consultations to help clients deal with acne caused by protective face coverings while discussing aging concerns and providing personalized product recommendations.

The Honey Pot

Plant-based, Black-owned feminine care brand The Honey Pot was founded by Beatrice Dixon and launched in 2014. Dixon was one of the first 40 women of color to raise $1 million in venture capital, according to an article published by Forbes in May 2020. The brand’s portfolio includes women’s essentials, such as period care products and feminine wipes and washes that are claimed to be 100% natural and powered by herbs. The Honey Pot became a success story at Target after launching in all its doors in 2017 and is now distributed through key retailers across the mass merchandiser, drug store, and food stores channels. Kline’s Intimate Beauty Care: U.S. Market Assessment and Opportunities reported that The Honey Pot doubled its sales in 2020 and was among the top 15 brands in the market.

OUI the People

Founded by Karen Young, OUI the People made its debut six years ago under the name OUI Shave as a direct-to-consumer brand. Its renovation in late 2019 involved new, sustainably focused packaging, a reimagined brand name to evoke a welcoming experience for consumers, and a commitment to changing the language of beauty that eliminates the need for perfection and flawlessness. The bath and body care brand sells bath soaks, shaving products, and hydrating body care and recently branched out into new categories such as home fragrance – a category that has performed strongly during the pandemic – with the launch of the limited-edition Patriarchy candle. OUI the People has effectively maintained its online distribution strategy, selling only on its brand website, and has reached more than 70k followers on Instagram.


Briogeo continues to be one of the leading Black-owned players in the natural hair care market. Founded by Nancy Twine in 2013, the brand relies on inclusivity and targeting consumers by hair type, rather than segmenting by ethnicity. In addition to promoting inclusivity, Briogeo uses social media to support organizations giving back to communities and supporting Black entrepreneurs. In February 2021, the brand announced a limited-edition launch of its Be Gentle, Be Kind Avocado + Kiwi Mega Moisture Superfood Mask, donating net proceeds to the Make it BLACK initiative and the Pull Up for Change campaign.

Pat McGrath Labs

Pat McGrath Labs, owned by celebrity makeup artist Pat McGrath, has recorded strong growth since its launch in the United States in 2016. Despite various struggles in the makeup product class, as noted in Kline’s Cosmetics & Toiletries USA report, the brand emphasizes uniqueness and using makeup as a form of self-expression, as is apparent by its highly pigmented eyeshadows and inclusive foundation shade range.

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