Over the past year, many of us have dedicated ourselves to learning and educating ourselves about the racial disparity and injustice within the United States. Racial inequality has manifested itself in many ways from housing, education, poverty, and even business opportunities. That has been particularly evident in the brands showcased among larger retailers.
Last year, Aurora James, a creative director in Brooklyn, had the idea of big box stores adopting a 15% pledge. Black people make up 15% of the population, so she called major retailers to commit to stocking their shelves with a minimum of 15% Black-owned businesses. This isn’t an overnight fix, but a multi-year promise to grow, learn, and create long-term solutions that will bridge the gap.
Sephora has taken the pledge and is already doing great work implementing more diversity in its products. Having the opportunity to be sold in one of the largest beauty stores in the world gives these brands a huge opportunity for growth! Everyone can be doing better, and Sephora has committed to diversifying its supply chain and becoming the most inclusive place to shop for all things beauty.
There are lots of great Black-owned brands being sold at Sephora right now, but I narrowed it down to a few of my favorites that I continually find myself repurchasing!
This post has been sponsored by Sephora. All thoughts and opinions are my own.
BRIOGEO
If I could only use one haircare brand in my shower, it would hands down be Briogeo. Founded and created by Nancy Twine in a tiny East Village studio, Briogeo caters to all natural hair textures. Nancy used her grandmother’s beauty recipes and an incredibly talented chemist to come up with their best-selling products.
Briogeo takes a skincare approach to hair, focusing on clean ingredients that both protect and hydrate the hair. They created texture-specific lines to help people easily find the routine that will work for them! They have the Sephora Clean Seal and truly have something for everyone.
Some of my favorite products from the brand are the entire Don’t Despair, Repair! line and the Scalp Revival Massager. But I absolutely LOVE the Be Gentle, Be Kind™ Avocado + Kiwi Mega Moisture Superfoods Hair Mask. It is so luxe and nourishing on my hair, but doesn’t weigh it down at all. I even use it as an everyday conditioner for my son. It works so well on both our textures!
PAT MCGRATH LABS
Pat McGrath Labs was created by the British queen of makeup artistry herself, Pat McGrath. Pat spent two decades honing her craft, creating editorial looks in the world’s biggest magazines and runways and helped countless others launch luxury makeup brands before finally giving us the gold that is Pat McGrath Labs. Queen Elizabeth II even made her a Member of the Order of the British Empire. We must bow down for her genius!
In 2015, Pat McGrath Labs launched with its now-famous Gold 001, an intensely pigmented and perfectly foiled gold shadow. It created a frenzy around her brand’s shadows and they now have a cult following. The palettes are treated like collector items! But Pat didn’t just stop at eyeshadow, she has since created an entire makeup line of beautifully inclusive items that can work on all skin tones.
I’m a huge fan of her lipsticks (who’s surprised?) but have currently been crushing on the Lip Fetish Divinyl Lip Shine in Nude Venus. It is the perfect nude shade and has a foolproof application. It is the perfect purse lipstick since it is completely universal and effortless!
BREAD BEAUTY SUPPLY
The concept behind the haircare brand Bread Beauty Supply is so cool. They have really put a focus on the essentials of what you need in your hair care routine, taking out the unnecessary products and creating a core line that shines all on its own. I had the pleasure of sitting in on a panel with the owner and founder, Maeva Heim, last year, and she just exudes the most incredible energy. It is really no wonder Bread Beauty Supply found its way to the shelves of Sephora!
As someone who has struggled to accept her curly hair her entire life due to “imperfect curls”, having a brand tell me there is no need for “anti-frizz.” Curls come in all shapes, sizes, textures, and waves. There is nothing wrong with a little poof, crunch, frizz, or puff. Your hair is individual, and Bread Beauty Supply is making sure YOUR hair gets what it needs.
The Hair Wash Gentle Milky Hair Cleanser is legitimately a perfect shampoo. It is gentle and has low suds, which is something you may have to get used to if you are accustomed to a thick lather. But it leaves my hair feeling refreshed, my scalp clean, and it honestly smells like Fruit Loops in the best way possible. The best morning shower you will have!
I would love to hear about your favorite Black-owned beauty brands and any specific products you have been loving! You can shop all of Sephora’s Black-owned brands here.
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