Top 5 Black-Owned Beauty Brands to Watch in 2025
Top 5 Black-Owned Beauty Brands to Watch in 2025
The beauty industry is evolving, and Black-owned beauty brands are at the forefront of innovation, inclusivity, and sustainability. In recent years, these trailblazing businesses have transformed the industry by creating high-performance products tailored for diverse skin tones, hair textures, and beauty needs—filling gaps that mainstream brands have historically overlooked.
As we step into 2025, a new wave of Black-owned beauty brands is set to redefine industry standards with groundbreaking formulations, eco-conscious initiatives, and tech-driven advancements. From clean skincare designed for melanin-rich skin to luxurious, plant-based haircare solutions, these brands are not just setting trends—they’re shaping the future of beauty. Discover the top 5 Black-owned beauty brands making waves in 2025 and beyond.
Whether you’re looking to refresh your routine with high-quality, inclusive products or want to support Black entrepreneurs making waves in the industry, these five brands deserve a spot on your radar. Keep reading to discover the must-watch Black-owned beauty brands of 2025 and why they’re leading the charge in beauty innovation.
Authentic diversity and representation within the landscape of beauty is something that is important because for centuries so many have been excluded from the conversation or given access to quality, high performing and safe products. Historically speaking the majority of beauty products marketed toward black women and other women of color have and still include toxic, dangerous and potentially life threatening ingredients which studies have shown to be rooted in racism. Not to mention, the lack of options to address the unique needs of deeper skin tones and highly textured hair care has typically take a back seat despite the fact that black and brown women spend the most on beauty products out of all other demographics. So why are the majority of the products marketing to women of color so toxic?
I launched Pretty Well Beauty to give space and attention to brands that are inclusive, safe, and efficacious for all people who don't want to play roulette with their health while maintaining their beauty goals and I'm really excited to share with you my picks for the best black-owned beauty brands you need to try.
The Black Owned brands you need to watch now
1. Uzima
Uzima is a Swahili word meaning Full Of Life. Inspired by African roots, designed in Silicon Valley, and formulated with clean biotech especially for coily, kinky, and curly textures, UZIMA was created to help textured hair live life to its fullest. After traveling to South Korea, founder Leona fell in love with the technology of Korean Skincare and decided to develop a luxurious haircare brand utilizing similar technology but with African botanicals to support health scalp and hair.
This innovative tech driven brand offers 4 unique products that can be used on all hair types all packaged in chic eco-conscious packaging made of matte black aluminum and glass which are 100% recyclable.
Unyevu Lightweight Silk leave-in conditioner
2. Kambiio Skincare
Kambiio is derived from an Igbo word, Kambiri - which means “come alive" Founder Maryann whose roots are from Cameroon, uses pure time-tested indigenous African botanicals to craft a luxury collection of skincare products foliated to address hyperpigmentation, dehydrated and dry skin, and sensitive skin concerns. Each Kambiio product has been formulated with the utmost care to deliver phytonutrients- antioxidants, essential fatty acids, and vitamins, for a noticeably radiant glow using natural bioactive ingredient. This black owned-skincare brand includes 4 powerhouse products to that'll elevate your routine.
Stellar Brilliance Concentrate
3. AYOND
AYOND creates transformative skincare and natural fragrances guided by the form and function of an interconnected desert ecosystem. AYOND believes the desert is a powerful source of rejuvenation that awakens our body, mind and soul to transformative experiences. Co-founder Shani's intention is to develop products that amplify skin health with desert botanicals known to thrive in extreme conditions. These clinically-proven ingredients are clean, potent, and ethically sourced to restore, rejuvenate, and transform the skin. Ayond was born after Shani, a burn survivor took to natural plant remedies to heal her skin, and today the brand features 4 powerful skincare products suitable for all skin types to heal and nourish packaged in some of the most beautiful eco-friendly packaging that you'll want to keep.
4. Ilera Apothecary
Ilera Apothecary strives to keep West African practices and philosophies alive through delivering sustainable ingredients naturally found in the Earth. The majority of the product line includes “Okwuma”, the Igbo term for Shea Butter, a natural plant grown in the Shea Belt of Africa. Founder Chinonye believes in community first and that when we come together we can leave a lasting mark. ILERA Apothecary crafts in small batches products for everyone in the family including body care, skincare, hand poured natural candles. From creamy body butters, to beard oils, ILERA Apothecary has you covered and at pocket friendly prices.
Body Butter (Nostalgia, Awaken, Bloom, and Mellow)
Hydrating Body Washes (Nostalgia, Awaken, Bloom, and Mellow)
Pure Shea butter with Vitamin E
Pure Coconut Oil with Vitamin E
5. Cheribe ( Formerly Salwa Petersen)
Single-source heirloom Chébé is grown on an organic regenerative farm where they employ local Chadian women and pay EU equivalent wages (3x the local wage).The Chébé ritual takes all day, and is not always practical for the busy modern life, hence the birth of Cheribe. A full collection of haircare essential to hydrate, repair, and retain the length of textured hair types. Founder Salwa Petersen, a Harvard University grad wanted to blend the time honored tradition of her home country of Chad and the use of Chébé and combine with modern day hair science to bring to you effective yet affordable hair care. Within the lab in Paris where the products are created, testing showed that Salwa's great-grandmother's seeds are 100x more potent than other local seeds. Today they are the heart of every formula, for softer stronger, longer hair.
Length Retention Leave-In Conditioner
Flexible Styling Nourishing Buttercream
All brands and products are available to discover and shop at prettywellbeauty.com
