5 Rising Black-Owned Beauty Brands to Know

BBR founder Maude Okrah Hunter photographed with Anok Yai (center) and Aston Em (right).

Photo: Courtesy of BBR

By creating a space for a multilevel and cross-industry convening, the brands presented were able to connect with and gain first-person insights on the frustrations and desires of a key demographic.

In addition to Black-owned brands, industry powerhouses like Oribe were able to reinforce their commitments to inclusive beauty — not as a trend, but as an outright necessity.

“Real change in the beauty industry needs to come from within. To Oribe, that means visibility, education, and access to opportunities need to be in sync,” Oribe director of global education Ke’Ala Kamulu says. “In order to effect real change, all brands need to do their part to create an ecosystem for Black-owned brands to live. As a brand, we are moved by the generation of Black-owned brands taking the initiative to build with such clarity of vision and craft, not waiting for space to be made for them but creating it themselves.”

This convening of key industry players, from creators and artists to brands and consumers, offered a unique opportunity for an exciting class of rising Black-owned beauty brands to connect with the industry and amplify their work. Vogue Business spoke with five Black-owned brands who presented at the show to learn more about what they are building as they navigate an ever-changing landscape. The brands selected represent exciting areas of innovation, not just for Black consumers, but for the industry at-large. They are thinking rigorously and expansively about critical gaps in the market that have been historically underserved despite high demand.

“We need more investment in Black-owned brands, more access to executive leadership, and stronger educational standards across all hair textures and skin tones,” says Okrah Hunter. “We wanted brands that reflected the industry we live and work in. I don’t know another place where you have prestige brands, professional brands, established and emerging Black-owned brands all in one place, alongside incredible education, vibes, community and a hair battle.”

S’Able Labs

Harnessing the ingredients and rituals of A-beauty, S’Able Labs is a melanin-inclusive skincare line for people of all skin tones. The self-funded brand was founded in 2022 by celebrity couple Sabrina and Idris Elba, with the mission to bridge the gap in product offerings that adequately serve melanated skin, addressing concerns like hyperpigmentation and inflammation.

“I’d love to see African beauty recognized in the same way we’ve come to respect Korean or Japanese beauty — not as a niche, but as a globally influential beauty philosophy with its own ingredients, traditions, and scientific contributions,” Sabrina tells Vogue Business. The brand’s clinically-tested and patented Hyperprevent technology uses African botanicals that defend and inhibit melanin growth, while maintaining the skin’s barrier to prevent damage that many people experience with products designed without darker complexions in mind.

“I think we’re moving away from treating Black beauty as a category and toward recognizing it as a source of innovation. Some of the most exciting advances in formulation, ingredients sourcing and community-building are coming from founders who started by solving problems that the wider industry overlooked,” says Sabrina. “There’s still an assumption in parts of the industry that products designed around the needs of melanin-rich skin are somehow specialist, whereas products designed around lighter skin are considered universal. That’s a mindset issue more than a market reality.”

Ruechi Beauty

The youngest of the Black-owned brands presenting, having launched in 2024, Ruechi Beauty is a skincare tool brand founded by actress and model Karrueche Tran. The brand was inspired by Tran’s decades-long experience working with some of the industry’s best makeup artists and estheticians. Her debut product is an at-home cryotherapy, sculpting tool users fill with water and freeze before use.

Photos: Courtesy of Ruechi Beauty

She’s part of a class of celebrity founders seeking to penetrate a market with more informed and diligent consumers than ever before. Tran shares that she is intentionally self-funded with the intent to remain founder-led, as she prioritizes developing product quality and making decisions based on long-term value instead of outside pressure. Early on, she partnered with strategic advisory firm Publik Label to build the brand from the ground up, and as the relationship progressed, she brought on CEO Kimberly Steinberg as a partner.

When speaking on the challenges she’s faced as a founder, Tran shares that “access to retail buyers, funding opportunities, and the relationships that help emerging brands grow isn’t always equally available, particularly for Black founders. You often have to prove yourself more than once before getting the opportunity to prove your business.”

Danessa Myricks Beauty

Before starting her namesake brand, Danessa Myricks was known as one of the industry’s top makeup artists. Like many artist-led brands, a deep, personal understanding of the pain points in user experience and product offerings informed her decision to create her own line.

“I met countless people who felt disconnected from beauty,” explains Myricks. “Some felt ignored, others felt intimidated, and many believed makeup came with too many rules. They simply wanted products that solved real problems and helped them feel more confident, beautiful, and seen. That became the catalyst for this brand. I never set out to create another makeup brand. I set out to solve problems.”

“When artists choose to put our products in their kits and use them on the industry’s biggest stages and most recognizable faces, that validation speaks louder than anything I could ever say,” Myricks says. “We’ve also been incredibly fortunate to earn the trust of professional makeup artists around the world.”

Photo: Courtesy of Danessa Myricks Beauty

Its sales strategy is a hybrid model of both direct-to-consumer (DTC) and brick-and-mortar retail, with a primary partnership with Sephora. “Our partnership with Sephora has been incredibly important; it gives people the opportunity to touch, feel, and experience our products in real life. Beauty is such a sensory experience, and there’s something incredibly powerful about someone discovering a product in person and immediately understanding what makes it special,” says Myricks.

“My dream isn’t just for Danessa Myricks Beauty to succeed. It’s for our journey to expand what’s possible for every founder who has a vision for serving their community in a meaningful way,” she continues. “I hope the next generation has greater access to capital, stronger retail opportunities, and fewer barriers to entry. More than anything, I hope they never feel pressured to build someone else’s version of success.”

Danessa Myricks, founder of Danessa Myricks Beauty.

Photo: Courtesy of Danessa Myricks Beauty

Lys Beauty

Historically, in the realm of color and complexion cosmetics, high-performing, clean ingredients have been a disappointing gap in the market for consumers. In 2021, makeup artist Tisha Thompson launched Lys Beauty, with the aim of eliminating the need for compromise for consumers of all skin tones.

Tisha Thompson, founder of Lys Beauty.

Photos: Courtesy of Lys Beauty

“I was simply tired of being overlooked. I’ve been a plus-size Black woman my entire life, so I know what it feels like to walk into a space and feel like an afterthought,” Thompson says. “I didn’t want anyone to have that experience with my brand. For too long, consumers have been told to choose between what’s beautiful, what works, and what’s good for them. My goal has always been to eliminate that compromise.”

The same year it launched, Lys became the first Black-owned clean cosmetics brand to make it into Sephora. Thompson started business at a time when consumers were demanding more representation and retailers were apt to establish partnerships that met those demands. Last year, Lys secured Series A funding to help scale, strengthen inventory, and expand into new markets, and this month, the brand launched in Sephora UK to continue growing internationally.

“Despite the narratives that representation and diversity are no longer priorities, there will always be customers looking for brands that make them feel seen,” Thompson says.

4U by Tia Mowry

With clean ingredients at an affordable pricepoint, 4U by Tia Mowry was created in 2023 with the intention of simplifying natural hair care. Like many founders, the actress and producer started the brand due to a personal frustration with what was available on the market.

“In 2020 I did the big chop for a fresh start towards a new path in my life. It was so liberating but I quickly realized the challenge of finding clean, affordable products that not only worked on my hair, but made it healthier and stronger. So I decided to create them myself,” Mowry says. The brand’s ethos focuses on science-backed, natural ingredients, and ease of use with products including shampoos, conditioners, leave-in treatments, stylers, and a dedicated kids line.

When asked about the skepticism celebrity founders face, Mowry shares that she welcomes it. “It keeps us honest. I’m not just lending my name; I’m at home testing real formulas on my hair,” and the hair of her children.

The company has a hybrid sales model with both DTC and retail partnership with Walmart and Target. “Right now, my goal is deepening those retail partnerships without losing the intimacy that built this brand,” she explains.

Speaking about the specific challenges she’s faced as a founder, Mowry shares that retail has been the greatest obstacle. “Retail access, hands down. Getting real shelf space takes persistence and a consistent finger on the market’s pulse. Space is so limited for black founded brands, but we show up with the data, the community, the proof of demand, and don’t take no as final. Every door I open, I try to hold wider for the founder behind me. The industry is changing, but there’s still so much further to go,” Mowry says.