28 Beauty Products From Black-Owned Businesses That Work So Well, You'll Think It's Witchcraft

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26-02-2025

We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed and its publishing partners may collect a share of sales and/or other compensation from the links on this page.
Just call me your fairy godmother because I'm here with all the magical beauty products. Chileee, it's giving sorcery.
1. A *Cécred* moisture sealing lotion by Beyoncé so your hair can be ~flawless.~ If you wanna fight frizz, lock in moisture, and seal split ends without any silicones, then this is the product you need. Use it to define your luscious curls or use it before styling — Queen B uses it before straightening her gorgeous hair!
Cécred
Cécred is founded and owned by Beyoncé.
I personally love this stuff. Honestly, everything from Cécred feels like it was made just for me. I use basically all of their products. This moisture-sealing lotion is fantastic for curls. I do braid outs and flexi rod sets often, and this has made a world of a difference. I take my braids out using the nourishing oil (which smells so amazing that everyone stops me to compliment me and ask what I'm wearing), and the combination of the two is literally unmatched. Other moisturizers just don't give the results that this bottle of magic gives. I have so many different moisturizers, and this one is definitely top two. Check it out on TikTok where a reviewer uses it for a braid out and in another TikTok where a reviewer uses it for a silk press! It's definitely worth trying out, and it smells incredible.
Promising review: "I have 3c hair and have really enjoyed using this product when I'm rocking my hair naturally. I spray my hair with a little bit of water, add a small amount of this to my hair, and I can literally see my curls come to life! It works well when I blow out and flat iron my hair, too. I add this, and my heat protectant and my hair comes out so smooth and soft! I also use it as an edge control since it does have some hold to it, very versatile product. And a little of the product goes a LONG way!" — Marie G.
Get it from Cécred for $38.
2. A gorgeous Juvia's Place bronzer duo that'll give you a beautifully blended contour. So good, people *maaaay* just ask you if you've gone to Dr. Miami to get your cheeks done. An angled, chiseled face. Like handsome Squidward but like, less creepy looking.
Juvia's Place
Watch TikTok makeup expert Mikayla Nogueira review and apply the bronzer here!
Juvia's Place is a Black woman-owned small biz dedicated to inclusive beauty for all genders and skin tones, and their vibrant products celebrate founder Chichi Eburu's African heritage.
Promising review: "It's hard finding a good contour and bronzer shade that aren't too orange — so happy I found this on TikTok and ordered it!" — Avery
Get it from Juvia's Place for $20 (available in five duos) or Ulta for $22 (available in four duos).
3. Lightweight boho goddess locs for an easy *and I mean EASYYY*, fabulous, protective style. They're pre-looped, which means the install will be a total breeze. I– I think I need them.
Boho Locs is a woman-owned small biz.
Promising review:"I do not know where to begin because I am so in love with my Boho Locs. I feel like a Nubian queen. They are incredibly lightweight, which is a big plus because my natural hair is fragile due to being on chemo several times over the last few years." — Latrika W
Get them from Boho Locs for $157+ (available in 11 colors and three lengths).
4. A bottle of Miss Jessie's Pillow Soft Curls — a soft styling lotion that'll have your curls looking better than they ever have. With this, you can forget crunchy locks and welcome soft, gorgeous, defined curls with a surprisingly amazing hold. Holy grail hair product? I think so.
amazon.com, amazon.com
Miss Jessie's is a woman-owned biz that specializes in curly hair products.
Promising review:"I just washed my hair, and I am officially in LOVE with this product! It smells SO good and makes my curls feel so soft while also boosting curl definition and volume. There's no film, and my curls aren't crunchy after they dry post-application. My grays are usually always frizzy after I wash my hair, no matter what I use for my curls, but I'm not witnessing that at all with this product. Absolutely love this and recommend it highly to anyone with natural curls." — Tati
Get it from Amazon for $17.97.
5. A stunning Fenty Beauty highlight that'll make you ✨ shine bright like a diamond ✨. You can use it on your face *or* body and it's literally perfect for every skin tone. One thing about Rihanna, she never misses and this gorgeous highlight is proof.👏👏
Sephora
Fenty Beauty is founded and owned by Rihanna.
Promising review: "Three times today, THREE times I was given compliments on my makeup. Do you like glitter, shimmer, and sparkle?? You're gonna LOVE this!" — CookiePurrrty
Get it from Fenty Beauty or Sephora for $43 (available in two shades).
6. A Play Pits deodorant made with natural ingredients like vitamin E, shea butter, and coconut oil to keep you smelling ahhhh-mazing all day! You'll smell so great you may even lift your arms discreetly just for a whiff of this sweet-smellin' deodorant.
Play Pits is a family-owned small biz founded by mom, Chantel Powell, and son, Kameron Powell, after Chantel found herself searching for a kid-friendly deodorant for Kameron when he was 6 and playing sports. From kids to adults, Play Pits is for everyone.
Promising review: "The best deodorant, worth the little extra money. My niece told us about this product years ago, and we only use it now. It lasts all day, is strong but not harsh, is good for those with sensitive skin (my husband gets boils with most other deodorants) because of all of the natural ingredients, and it's created by a Black woman with a great background story." — alisa ritchieit works
Get it from Play Pits for $13.99 or a two-pack from Amazon for $23.98 (available in six styles).
7. A Buttah Skin facial cleansing device — a silicone brush that'll get all up in your pores to rid them of dirt, oil, and makeup while also giving you a gentle, deep, and effective cleansing. Captain America has his shield as his secret weapon, and you'll have this little massaging baby.
Buttah Skin was founded by Dorion Renaud after a tireless search for skincare products that could effectively address his skin's particular needs. Every gender-neutral product is cruelty-free and uses organic ingredients!
Promising review: "Long battery life and portable. Lightweight and does its job. Soft on your face." — Mari
Get it from Amazon or Buttah Skin for $54.
8. A Pat McGrath Labs powder bronzer sure to put you in a magical trance and make you fall in love after you see the flawless finish it delivers. Perfect, blurred skin with a naturally radiant glow? Yes, please.
Sephora
9. The Lip Bar liquid matte lipstick, which comes in a TON of gorgeously pigmented shades that look stunning on literally everyone. These bold little beauties are long lasting so they won't run off with the rim of your cup and leave you needing to apply more every hour. They go on like a gloss then dry down to a beautiful, matte, velvety finish and they're ~infused~ with jojoba oil and vitamin E to keep your pout hydrated.
The Lip Bar is a woman-owned biz that specializes in vegan and cruelty-free makeup.
BuzzFeed Shopping editor Kayla Boyd says: "I use The Lip Bar's matte liquid lipsticks often and the formula is truly incredible. It hardly budges at all throughout the day, the pigment is bomb, AND it doesn't dry out my lips at all — which is really difficult to find in a matte lipstick."
Get it from Amazon (available in 11 shades and in a two-pack) for $13.99 or from The Lip Bar for $15 (available in 18 shades).
10. A Pattern Beauty hair steamer so that super expensive hair mask you bought can really absorb. It'll help enhance your results, add volume, stretch your strands, and detangle your curls. Just call this baby your fairy godmother.
Pattern Beauty is founded and owned by actress Tracee Ellis Ross.
Promising review:"Do not walk, run to get this!!! It is the product I never knew I needed, and now I cannot live without it! After sleeping on my hair, in the morning I use this steamer for 10 minutes or less and my hair looks fresh and bouncy. When I am setting it in the evenings, I give my hair a quick steam to lock in oils and moisture, and my hair no longer dries out during the week. It's a complete God send." — Janice
Get it from Pattern Beauty or Ulta for $169.
11. Beauty Strike Rosewater Toner, which contains glycerin — a natural anti-inflammatory that can help you break up with acne and start seeing someone new — ✨ hydration ✨ . Plus, it'll help balance your skin's pH and clear your pores of any dirt or makeup that was missed after washing your face.
Beauty Strike
Beauty Strike is a Brooklyn-based small biz that specializes in natural cleansers, toners, treatments, moisturizers, and more.
Get it from Beauty Strike for $8+ (available in three sizes).
12. A "Mousse Def" texture foam that'll give your hair (any type, might I add) a flexible hold without all the flakes and crunch. First ingredient in this has GOT to be witchcraft because, howwww?! This stuff does it all — detangles, conditions, defines, AND adds shine in just one step. Magic in a bottle, that's what this stuff is.
The Doux is a woman-owned small biz that specializes in professional-quality products for all hair types.
Okay, I have a secret. IDK how to do my hair when it's curly. *BUT* I'm slowly investing time in figuring out what the heck to do with it and what products actually define my curls. Well, this is one of 'em. This mousse + the Cécred moisture sealing lotion were my best friends last summer. No flaking, no stiff hair, just soft, defined curls. I love this mousse, it works fantastically. ~For me~ hair products that are made by Black-owned businesses always deliver like no other products can. Made for hair like mine by people with hair like mine. 10/10.
Promising review: "I use this stuff FAITHFULLY!!! It gives my curls great definition without weighing them down, and there's no flaking. It's also GREAT for a wash-n-go!" — Markitha
Get it from Amazon for $14.34.
13.
Fenty Beauty's Instant Retouch Concealer because you woke up exhausted, and thanks to your dark circles, it's written all over your face. No one will even know that you literally dragged yourself outta bed this morning and you won't get all those annoying "omg, you look so tired" comments — it'll be like a magic trick.
Sephora
Promising reviews:"I'm 50 with dry skin and serious dark circles. I used this over a primer, and it stayed solid from 9 a.m. to 9 p.m. Excellent coverage, blended in great, and I am not good with makeup. Did not change color, did not fade, did not crease, did not transfer. Best color match I've found in a concealer and best results." — JulesAtSea
"I've used a lot of concealers, and this one is the absolute best. A little goes a long way. It will definitely make you look like you've slept for eight hours, have drank gallons of water, and have no stress in the world. Flawless." — VictoriaCx15
Get it from Fenty Beauty, Sephora, or Ulta for $30 (available in 50 shades).
Oh! And use the shade finder quiz if you're unsure about your correct shade! Reviewers say it really helps.
14. A Bask and Lather strong hold edge control for thick edges because it seems that nothing is laying your baby hairs the way you want them laid. Well, meet this little jar of magic! Say goodbye to your weak edge control and say hello to flake-free hold for all types of hair. Kinky, coily, loose, whatever you've got, this stuff will surely replace whatever gel you currently use.
Bask and Lather is a woman-owned biz that specializes in natural products made from 100% organic ingredients.
And check it out on TikTok! This reviewer even went to the gym, but their edges did not move. One word — shook.
Oh, and I totally understand that laying your edges is not a necessity and isn't everyone's cup of tea! For more on this, check out " Just A Friendly PSA That You Don't HAVE To Lay Your Edges Down If You Don't Wanna."
Promising reviews: "Definitely works with no residue left behind and lasts ALL DAY! The only product that won't get greasy and lift after a few minutes!! I love it! Will be buying again." — Ms. T
"My curls are very stubborn. No matter how much Eco styling gel I used when putting my hair in a puff or ponytail, the curls would still pop out. This edge control looks nice and sleek while giving my hair shine and holding my curls down all day!" — Brandi
Get it from Amazon for $16.99.
15. A rat tail parting comb by Cécred to help you get those crisp lines when styling your beautiful mane. It's heat-resistant, so if you've been searching for the perfect comb to chase with a flat iron, look no further! Oh! And that big hole in it is perfect if your hair products drawer is full, cuz it can be hung up!
Cécred
Okay, so I'm on a dance team and we just had a performance this weekend that was two and a half hours away. By the time we arrived, had our tech run, rehearsed, and ate lunch, we had about an hour to get ready. It takes me forever, and I mean FOREVER, to do my hair and makeup, so immediately, I began to panic. I brought this comb with me for no real reason, mainly because I'm a habitual over-packer. Well, thank god I did because it helped me section my hair so that I could curl and style it so freakin' fast. I couldn't believe that I had done my hair in 20 minutes. I brushed out my curls using the vented paddle brush, and *voila*, absolute perfection. The Cécred products have been more reliable than every man I've ever dated — this comb included. I would have had a meltdown at my performance if I didn't have this comb with me.
Get it from Cécred for $18.
16. A vitamin C serum packed with antioxidants that'll help improve the appearance of dark spots and give you radiant smooth skin. "You'll shine like the light from the sun," Paolo told Lizzie in The Lizzie McGuire Movie.
Promising review:"I've been using this serum for a week, and I already love it! I live in the desert, and dry skin is a major problem for me. I put it on in the morning after my shower, and I notice the results all day. The serum makes my skin feel so hydrated and soft. I can see a difference in the fine lines around my eyes, and it makes my skin feel bright and fresh. I totally love it and bought some for my sister for Christmas as well. Love this :)." — Amazon Customer
17. A bonnet hair dryer attachment by Glow by Daye — a genius little gadget you'll thank your lucky stars for constantly. Perfect for when it's 3 p.m. and you're getting ready for a night out and realize you kinda wanna do a twist out but there won't be enough time for your hair to dry. Attach this baby to your blow-dryer and *bam* perfect, dry twist out in no time.
Glow by Daye is *also* a small biz!
Promising review:"Large enough to fit over a full head of velcro rollers!! Drawstring helps keep the hat on. Good quality. Just make sure you keep your dryer on low and alternate between the cool setting, because it gets hot quickly! Has venting holes to let air out. Good price for such a helpful item that helps dry my hair. Happy I don't have to stand there with my dryer in hand, I rested the dryer on the counter and caught up on emails. :)))" — David Theophilus
Get it from Amazon for $21.96 (available in two colors).
18. Bread Beauty Hair-Mask with Australian Kakadu plum (which is super fun to say) and starflower oil, which, together, could literally be mistaken for a magic potion. I mean, this stuff helps reinforce hair follicles — which helps prevent breakage — delivers you super soft, velvety strands, and doesn't weigh your luscious locks down! Quench your curls' thirst with some of this cloud-like hair treat.
Bread Beauty Supply is a woman-owned small biz that creates hair products for curl types 3a to 4c.
See it in action on TikTok!
BuzzFeed Shopping editor Kayla Boyd loves this — here's what she has to say: "I recently started using Bread products and I really love how lightweight and easy they are to use. Since I have mixed textured hair that's been frequently dyed, it tends to get very dry. After using this deep conditioner my hair felt so much better and softer. In addition to that, the smell is A-MA-ZING. Definitely one of my new favorite wash day products."
Promising review:"I was gifted this product to try out. I use it 2–3 times a week and so far, I love it! I notice my ends feel softer and more healthy. It's super thick and creamy so it detangles my hair so easily. The scent is light but smells delicious, like a bakery. I would definitely recommend this product if you are looking for a good conditioner that helps with dryness and damage but also won't weigh your hair down!" — Kacey
Get it from Ulta or Bread Beauty Supply for $14+ (available in two sizes).
19. A tube of Black Girl Sunscreen SPF 30 that your skin will be so happy to meet. No annoying white cast, just protected, moisturized skin and an angel of a product that can *also* help prevent hyperpigmentation.
Mika Robinson/BuzzFeed
Learn more about it on TikTok here and check out our Black Girl Sunscreen review.
It's cruelty-free, vegan, and formulated without harsh chemicals.
Black Girl Sunscreen is a woman-owned business.
Promising review:"My beautician was always glowing but without the greasy look. She told me about this product, and I ordered it immediately. I get more compliments now than I ever had before. I can literally wear it with no makeup. Not only did it boost my confidence, but knowing it's an amazing sunscreen makes this a great product. What impressed me most is I have oily skin, and now I have this even glow all day without blotches of oily skin." — Truth
Get it from Amazon for $7.99+ (available in two styles and in a two-pack) or Black Girl Sunscreen for $18.99.
20. A Danessa Myricks skin-blurring balm powder that'll keep your oil balanced all day and suck up your sweat. It's matte, but still helps you maintain hydration so your skin doesn't look all dry and cakey.
Sephora
Danessa Myricks Beauty is a woman-owned biz!
Promising review:"FINALLY! A foundation that does what it says it's going to do. I apply it with a wet sponge, and the coverage is perfect each time. I don't worry about it easily transferring to my clothes, hallelujah! To make things even better, I have NO SHINE. I have oily skin and have tried all the high-end to low-end brands to make my skin look matte and nothing worked until NOW! I have slept in this makeup, and my face still looks good. I have recommended it to everyone I know." — Nainah8584
Get it from Sephora or Danessa Myricks for $36 (available in 22 shades).
21. Camille Rose moisture milk for all you curly babes whose curls are thirsting for some good moisturizer. This leave-in-conditioner contains vitamins A, D, and B12, AND it smells heavenly. Refresh your curls and help make detangling easier with this lovely little moisturizer. Your curls will thank you for how *amazing* they look.
www.amazon.com, www.amazon.com
Camille Rose is a woman-founded/owned business.
Promising reviews:"I have been wanting to try Camille Rose for a while now, and this was the first product I thought to pick up. It did not disappoint — it smells really nice and really keeps my hair moisturized. I will be repurchasing! Hair type:4a/4b." — Folasayo
"I have long, frizzy, wavy hair. When I put this product on my hair, it smells great, leaves my hair with beautiful curls, and it's soft to the touch." — Kindle Customer
Get it from Amazon for $12.88.
22. A jar of Pattern Beauty strong hold gel if a slicked back 'do is your vibe. Long lasting and will help your hair stay put *and* won't cause damage cuz it's infused with sea moss, aloe vera, and chia seeds to help keep your cutie little curls nourished.
Amazon
Promising review:"I really love this gel. I bought all of the Pattern products and they are some of the best hair products I have ever used. My hair feels so moisturized and is very defined. I have thick type 4 hair for reference. The gel gives a good cast, but it doesn't get too crunchy and I haven't experienced any flaking so far. The strong hold gel with the cream is the perfect combination. 10/10 recommend." — Nadiya
23. A buildable Pat McGrath Labs cream blush that will be the most *perfect* pop of color for your cheeks. The glossy finish will leave you looking like a glowy goddess.
Sephora
Promising review:"I've been wearing cream blushes exclusively for almost 20 years now, and this is by far my absolute favorite! The color is gorgeous, it wears like a dream, it's buildable, and it imparts a beautiful, yet natural radiance as well. It's everything you could ask for in a cream blush, and well worth it." — KittyLynnNYC
Get it from Sephora (available in eight shades) or Pat McGrath Labs for $29.
24. A "Homecurl" curl defining cream, a gel-cream by Fenty Beauty that'll shape, define, and enhance your curls in just one step. Tough on split ends but still will give your hair some soft, touchable body and bounce. This stuff takes "wash and go" VERY seriously.
Promising review:"10/10. 5 stars. ROUND OF APPLAUSE. This stuff is the BOMB. Firstly, if I could eat this product, I would. I'm not exaggerating when I say this is the BEST smelling hair product I have EVER used (and I've tried quite a few, folks). I am so, so happy to have finally found a product that suits my thick 2c/3a hair. I have a mix of curls and waves and often struggle to find something that 1) makes my entire head look good, and 2) lasts for more than a day. Whether I braid or blow dry/diffuse my hair, it always looks fantastic when I use The Homecurl. Up until this point, I'd been using a mix of curl cream and gel, but often found it was too heavy for my hair and weighed it down after a day. This product feels so light in my hair, but has an amazing hold and does exactly what it claims to do." — TaliaSapphire
Get it from Fenty Beauty or Sephora for $16+ (available in two sizes).
25. A Tgin deeply conditioning hair mask with castor oil and biotin to help get your hair to a healthier-looking state. It'll help resurrect any dry, damaged, or color-treated hair with intense hydration that'll reduce shedding and breakage just as well as Winifred Sanderson resurrected Billy Butcherson.
www.amazon.com
Thank God It's Natural (Tgin) is a woman-owned small biz based in Chicago that specializes in hair products.
Promising review:" My scalp felt invigorated after applying. I left the masque on overnight and when I rinsed the next morning, my scalp felt refreshed and clean. I actually think this product also aided in elongating my curls. Hair looks hydrated as well! I plan to use it every two weeks." — Dawn M.
Get it from Amazon for $17.99.
26. A curl-defining gel by Camille Rose that's made with marshmallow root to help smooth, define, and detangle your locks. Apply a generous amount of this little potion to freshly-washed hair and you'll see your strands magically transform into the most beautiful, soft, ~not crunchy~ curls you ever did see.
www.amazon.com
Promising review: "This is my first time leaving a review, but I recently cut off my relaxed hair and have been experimenting with some natural hair products to use as stylers for my wash-n-gos. This has been the BEST product I've used. Normally, after day one and two my hair gets dry when I use other products, but today is day six after using this product and my hair is unbelievably soft and moisturized. Not an ounce of dryness. The consistency is somewhat like a gel, but it doesn't leave my curls crunchy at all. My hair was well defined. I love this product and I would recommend it to anyone. — IslandPrincess
Get it from Amazon for $19.78.
27. A lightweight, vitamin-infused, vegan anti-frizz growth serum that'll have you belting out 🎶 do you believe in magiiiiic 🎶 by The Lovin' Spoonful because this stuff is absolute sorcery. It's filled with ginger, turnip, and carrot root oils that'll help stimulate growth, soothe your scalp, and protect against breakage while keeping your hair silky smooth all at the same time. This stuff has to be some sort of Hogwarts potion that got outta Professor Slughorn's class.
Amazon
Rucker Roots is a family-owned small haircare biz that uses all-natural ingredients in their products.
Get it from Rucker Roots for $19.99 or Amazon for $18.79.
28. A vegan purple temporary hair color gel because you love a bright, vibrant hair color but geez, does your hair hate it! This stuff washes out in one wash so you can get the drama you crave without having to totally commit. Oooh, and did I mention that this stuff is *also* a curl definer?! Genius!
Gemini Naturals
Gemini Naturals is a woman-owned small biz that specializes in temporary hair dye that works on dark and textured hair.
Promising review:"Best temporary color I've used! The gel was easy to apply and the color is vibrant even when it dries, plus you can add more if need be. I spritz my hair with a light hairspray, and there was absolutely no transfer! I will definitely be trying more colors!!" — Alicia D.
Get it from Gemini Naturals for $7.80+ (available in two sizes and in more colors).
Your Cécred moisture sealing lotion coming to give you the most defined curls you've ever had:
Disney
The reviews for this post have been edited for length and clarity.
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