Revamp Your Makeup Routine With Black-Owned Brands

Make your beauty purchases matter with this selection.

For Black History Month, why not change your beauty habits to include more BIPOC-owned brands? There are so many groundbreaking companies to pick from—and this guide will help you discover some of these brands. From rich-toned foundations to the perfect nude lipstick, here are the names to look out for when you want to switch up your makeup look—and find options inclusive of all skin tones.

Start with the I Am Magic Foundation by Juvia’s Place. Their founder and CEO, Chichi Eburu, could never find makeup matching her skin tone, so she created her brand to celebrate deeper shades. This specific foundation is perfect for a soft finish—and you’re sure to find your ideal match!


For your lips, turn to UOMA (pronounced uh-ma). Nigerian-born Sharon Chuter decided to give this powerful name to her brand because it tied back to her roots, as “uoma” means “beautiful” in Igbo, a popular language in Nigeria. It’s also a perfect way to sum up UOMA’s philosophy—self-love. At Influenster, the community raved about this brand’s Badass Icon Matte Lipstick. High-pigmented and lightweight, we promise this is your lips’ new best friend. 


We all love a good palette, and Mented Cosmetics’ has the goods. This brand is grounded in friendship: Amanda E. Johnson and KJ Miller were sharing a bottle of wine (relatable) when they started talking about the lack of makeup options for Black women. They began with vegan lipsticks, and they’ve now expanded their collection to include everything you need to create your favorite makeup look—whether your skin is light or dark. We love their Everyday Eyeshadow Palette because it does what it says on the tin. From perfect peach tones to sparkly browns and rich maroons, you have options for every mood.

We’ve said it before and we’ll say it again: Influenster loves Pat McGrath Labs. The brand’s namesake is an incredible makeup artist with decades of experience behind her. We sent her palettes in previous VoxBoxes, and they all received rave reviews. The Influenster community also adores her Fetish Eyes Mascara which doesn’t smudge or flake. This rich, buildable, and volumizing formula will take your eye look to the next level.

Are you looking for the perfect finishing touch? The Beauty Bakerie has what you need. The founder, Cashmere Nicole, has an incredible story to tell. As a breast cancer survivor, she’s very aware of the damage the products we use can have on our bodies. She created the Beauty Bakerie to introduce healthy and cruelty-free products to the cosmetics industry. The brand’s mission perfectly reflects this idea: “To be sweet and sweeten the lives of others.” Nicole follows this motto, regularly anchoring her business in activism. She’s founded several homes for orphans worldwide and continues to implement similar initiatives to this day. The product we keep seeing 5-stars reviews about is her Oat Flour Setting Powder, a translucent formula smoothing out your complexion in the most delightful way. That’s a sweet note to end this article on, isn’t it?


Which product would you pick up first? Tell us in the comments and share your own favorite Black-owned brands!