Self-care is more than a trend, it’s a declaration of self-worth.
Supporting Black-owned brands within a personal care routine not only promotes wellness but also fuels economic empowerment and representation.
Across fashion, beauty, haircare, and skincare, Black entrepreneurs continue to redefine excellence through authenticity, innovation, and purpose. When you invest in these brands, you’re also investing time, talent, and treasure back into the community.
Here are six remarkable Black-owned brands transforming how individuals experience self-care.
1. Actively Black Athleisure Wear: Elevating Athleisure and Empowerment
Founded by Lanny Smith, Actively Black isn’t just creating premium athleisure wear—it’s creating movement. Built to uplift and reinvest in the Black community, this brand was founded on the belief that “greatness is in our DNA.” With bold designs and high-performance fabrics, Actively Black combines luxury with a message of empowerment and cultural pride.
Why it stands out:
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Premium materials that deliver performance and comfort
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A brand mission rooted in community reinvestment and wellness
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Celebrates Black excellence through fashion and function
Community impact: Actively Black’s community initiatives focus on advancing physical fitness, mental health, healthier food access, and HBCU athletics. The brand believes that for the movement to continue, the community must be able to keep moving—both physically and mentally. Through its programs, Actively Black helps expand access to mental-health services, addresses food deserts and the lack of healthy food options in Black communities, and supports athletic programs at Historically Black Colleges and Universities (HBCUs).
Actively Black encourages wearers to move with pride, knowing that every purchase supports progress and purpose.
2. Oya Femtech Apparel — Wellness Meets Innovation
Founded by Mitchella Gilbert, Oya Femtech Apparel views fitness and feminine health as deeply connected. At Oya Femtech Apparel, the belief is clear: every woman should prioritize her health and well-being by adopting a lifestyle that supports toxic-free living, feminine hygiene, and comfortable wear. The brand pioneers products that seamlessly merge health benefits and performance—crafting hypoallergenic and nurturing apparel that supports comfort, confidence and wellness.
Why it stands out:
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Focused on holistic wellness and sustainable living
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Encourages women to embrace strength, resilience, and personal growth
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Designed for feminine health (toxic-free, breathable fabrics)
Community impact: Mitchella Gilbert is recognized as one of the few Black female founders to secure over $1 million in venture capital, and Oya actively positions itself as a movement for women’s health, belonging, and innovation.
Oya Femtech Apparel embodies a philosophy that wellness starts from within and that the right clothing can empower women to thrive in every aspect of life.
3. Locsanity — Bringing Sanity to Your Loc, Natural Hair, and Personal Care Journey
Founded by Charmaine James, a Jamaican immigrant and visionary entrepreneur, Locsanity is redefining natural hair and personal care for the modern world.
Specializing in plant-based, cruelty-free products for locs, natural hair, and personal care, Locsanity’s mission is to celebrate the beauty within by amplifying the beauty without. Its best-selling Rosewater & Peppermint Daily Moisturizing Spray and Detox Powders have earned thousands of five-star reviews from customers worldwide.
Why it stands out:
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Crafted with 99–100% plant-based ingredients and free from harsh chemicals
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Designed specifically for 4C and coily hair types
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Operates with integrity through initiatives like Locsanity Academy and the Loctician’s Network
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A Black and woman-owned business with a growing global following
Locsanity’s commitment to education, community, and cultural pride makes it more than a haircare brand—it’s a lifestyle.
Learn more at Locsanity.com.
Community impact: Locsanity actively reinvests in the community through initiatives that empower, educate, and inspire. Through its Locsanity Academy, the brand provides free education and training resources to help individuals confidently care for their locs and natural hair. It also offers coaching and business support for locticians through its Loctician’s Network, helping professionals grow sustainable careers within the industry. Beyond education, Locsanity recognizes changemakers through the Locsanity Community Impact Award, and it further invests in the next generation by offering scholarships to students pursuing higher education.
4. The Lip Bar — Beauty Meets Bold Confidence
Founded by Melissa Butler, a Wall Street expat turned beauty trailblazer, The Lip Bar (TLB) was born out of frustration with the toxic, one-shade-fits-most beauty industry. Melissa began formulating vibrant, vegan lipsticks right from her Brooklyn kitchen turning rejection into resilience after being turned down on Shark Tank. That moment only fueled her drive to reclaim power over her dream and redefine beauty standards for women of color. Today, she stands as the proud, self-made CEO of one of the most celebrated Black-owned beauty brands in the country.
Why it stands out:
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Maximum impact, minimal effort beauty essentials designed for every complexion
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A Black and woman-owned brand that understands diverse skin tones
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100% vegan and cruelty-free formulations
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Non-toxic ingredients for non-toxic people, created with integrity and purpose
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Over 12,000 five-star reviews and growing
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Renowned for bold pigments, rich hues, and long-lasting formulas that empower effortless beauty
Community impact: Melissa Butler created a limited-edition HBCU-inspired lip gloss collection and donated proceeds to participating HBCUs. EBONY The Lip Bar also established scholarships and supports Black education and culture.
Through The Lip Bar, Butler promotes self-love, self-expression and authenticity encouraging everyone to embrace who they are with confidence.
5. BYOD (Be Your Own Desire) Cosmetics — Unleashing Authentic Beauty
BYOD (Be Your Own Desire) Cosmetics was founded by Shanda Renee, a beauty entrepreneur on a mission to redefine what confidence and self-expression look like. Having faced judgment for wearing makeup, Shanda decided to change the narrative—proving that cosmetics are not a mask, but a mirror that reflects one’s creativity and individuality. To her, makeup is more than an enhancement of outer beauty; it’s a medium for self-love, self-discovery, and artistic expression for anyone—women and men alike.
Why it stands out:
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Built on the belief that makeup is empowerment, not insecurity
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Encourages individuals to break free from society’s beauty standards
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Promotes self-expression, confidence, and authenticity through artistry
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Created for those who want to look and feel their best—unapologetically but respectfully
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Founded by a CEO dedicated to celebrating individuality and inner beauty
Community impact: Through its platform, BYOD Cosmetics continues to empower its community to embrace individuality without fear of judgment. The brand’s message of authenticity and confidence encourages people everywhere to create their own definition of beauty—one that’s rooted in freedom, positivity, and self-acceptance.
6. Buttah Skin — Radiance Rooted in Nature and Science
Buttah Skin was founded in 2018 by Dorion Renaud, an actor, model, and entrepreneur who turned his personal skincare journey into a mission to empower others with melanin-rich skin. Inspired by his heritage and personal struggle to find products that truly worked, Dorion created Buttah to enrich melanin, confidence, and soul with skincare that delivers visible results. What began as a personal discovery quickly became a movement—one that celebrates the natural glow, resilience, and beauty of Black and brown skin.
Why it stands out:
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Unites the best of nature and science to create effective products for both women and men
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Specifically formulated to address dryness, discoloration, oiliness, and blemishes common in melanin-rich skin
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Proudly Black-founded and led by a team of women of color
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Dedicated to giving melanin-rich skin the attention and care it deserves
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Luxurious yet affordable, with ingredients derived from natural sources combined with advanced formulations
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Encourages everyone to “discover the beauty that lies within” and truly love the skin they’re in.
Community impact: Buttah Skin extends its mission beyond skincare by giving back to the community through education, empowerment, and representation. The brand actively supports Black communities and promotes inclusivity in the beauty industry through philanthropic efforts and outreach. As part of its Glow for Good initiative, Buttah donates a percentage of sales from select products to Historically Black Colleges and Universities (HBCUs)—helping fund scholarships, support student programs, and invest in the next generation of leaders. By creating products made for melanin-rich skin and reinvesting in Black education and opportunity, Buttah continues to embody what it means to create beauty with purpose.
7. Curls Dynasty — Nourishing Hair, Nurturing Confidence
Curls Dynasty was founded by Nickie Nougaisse, a woman who transformed her own natural hair challenges into a solution-driven brand. After years of struggling with chemical damage and dryness from relaxers, Nickie sought a way to restore her hair’s health and natural beauty. Her personal journey inspired the creation of Curls Dynasty, a brand designed for people who crave moisture, definition, and long-lasting hair health. What began as a mission to heal her own curls has grown into a movement empowering others to embrace their texture with confidence and pride.
Why it stands out:
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Formulated with certified organic and natural ingredients that hydrate, fortify, and enhance curls over time
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Free from harsh sulfates, parabens, artificial dyes, and fragrances
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Kid-friendly and cruelty-free, ensuring safe, inclusive use for all ages
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Proven results: 96% of customers saw improved moisture retention, and 91% experienced enhanced curl definition
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Backed by a 60-day money-back guarantee, offering a risk-free experience
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Created by a Black-owned, woman-led brand committed to transparency, integrity, and results
Community impact: Curls Dynasty’s impact extends beyond great hair, it’s about restoring confidence and celebrating natural beauty. The brand empowers individuals who have experienced damage or frustration on their hair journeys by offering education, encouragement, and real solutions that work. Through transparency, accessible pricing, and authentic engagement with its customers, Curls Dynasty has built a community where people feel seen, supported, and inspired to love their curls again. Nickie Nougaisse continues to champion representation for women of color in the haircare industry, proving that self-care can be both healing and transformative.
Why Supporting Black-Owned Self-Care Brands Matters
Each of these brands represents something greater than their products—they embody legacy, leadership, and love for the Black community. When consumers choose to invest in these companies, they’re investing not just in items, but in reinvestment of talent, time, and treasure back into communities that have historically been overlooked.
Supporting brands like Locsanity, Actively Black, Oya Femtech Apparel, The Lip Bar, BYOD Cosmetics and Buttah Skin ensures that every dollar spent becomes a step toward a more inclusive and empowered future. Because true self-care isn’t just about how one looks or feels—it’s about where one chooses to invest that care.
