Black-Owned Beauty Brand Growth 2025

Black-owned beauty brands are reaching new heights in 2025, driven by innovation, cultural relevance, and strong community support. These brands are no longer operating on the margins—they're leading conversations around inclusion, wellness, and performance-based products. From AI-driven hair analysis to clean cosmetics tailored for melanin-rich skin, they’re reshaping what consumers expect from the beauty industry.

Many are also breaking retail records and forging partnerships with major distributors, all while staying deeply rooted in authenticity and purpose. Social media, especially platforms like TikTok and Instagram, has amplified their visibility and customer engagement. As the demand for representation and personalization continues to grow, Black-owned beauty brands are poised for long-term global influence.

 

Black-Owned Beauty Brand Growth 2025 (Editor's Choice)

 

Here are 10 Black-owned beauty brands experiencing significant growth in 2025, based on recent industry reports and market data:

1. Danessa Myricks Beauty

Founded by makeup artist Danessa Myricks, this brand has seen a 74% year-over-year growth in earned media value (EMV) in 2024. Its innovative, inclusive products resonate across diverse backgrounds, with significant engagement on platforms like TikTok. The brand is being celebrated for pushing the boundaries of texture, color, and versatility in makeup.

2. Topicals

Specializing in skincare for conditions like hyperpigmentation and dark spots, Topicals achieved a 74% year-over-year growth in EMV in 2024. Their targeted products and strong social media presence have contributed to their rapid ascent. They’ve become a staple among Gen Z and millennial shoppers who prioritize skincare backed by science and storytelling.

3. Cécred

Launched by Beyoncé in 2024, Cécred is a self-funded hair care brand that amassed 2 million paying customers within its first six months. The brand's partnership with Ulta Beauty marks the retailer's largest exclusive hair brand launch. Its fusion of cultural heritage, luxury, and science-based hair rituals has positioned it as a powerhouse in textured hair care.

4. Ami Colé

Founded in Harlem by Diarrha N'Diaye-Mbaye, Ami Colé focuses on clean beauty products for melanin-rich skin. The brand secured investment from L'Oréal and expanded its retail presence to Sephora locations in Canada. Its focus on no-makeup makeup looks has sparked interest among beauty minimalists and skincare-first consumers.

5. Myavana

An AI-powered hair care company based in Atlanta, Myavana offers personalized solutions for textured hair. Valued at $50 million, the brand aims to become the "Amazon of hair care" by delivering individualized recommendations using AI technology. Its data-driven approach to hair analysis is helping redefine how women of color shop for products.

6. LYS Beauty

Founded by Tisha Thompson, LYS Beauty is committed to clean, affordable, and inclusive makeup. The brand's Skin Tint Foundation Stick has gained popularity on TikTok, contributing to its growing success. As one of the first Black-owned clean beauty brands at Sephora, it’s helping shape the future of accessible clean cosmetics.

7. Buttah Skin

Created by Dorion Renaud, Buttah Skin offers skincare products tailored for melanin-rich skin. The brand has become a mainstay in the beauty industry, known for its nourishing toners and cleansing skin bars. Its emphasis on glow-enhancing formulas continues to draw new customers, especially in men’s skincare.

8. Jayda Cheaves Beauty

Entrepreneur Jayda Cheaves launched her beauty brand with the Lip Kit Trio, gaining significant attention on TikTok's #beautytok. The brand's initial success suggests promising growth ahead. Her personal brand influence and entrepreneurial drive are helping bridge streetwear culture and beauty.

9. Thirteen Lune

An e-commerce platform co-founded by Nyakio Grieco, Thirteen Lune highlights beauty products from Black and Brown-owned companies. The company expanded its partnership with JCPenney, bringing its offerings to over 600 stores nationwide. It’s become a discovery engine for diverse beauty brands and a symbol of retail inclusivity.

10. Micohype Beauty Hair

A Nigerian brand founded by Oyeleye Michael Isaac and Headley Tammra Jean, Micohype Beauty Hair specializes in ethically sourced human hair products. The brand has gained recognition for empowering local artisans and providing training and jobs to women. With growing global interest in ethical sourcing and premium hair, it’s poised for further expansion.

 

 

 

Black-Owned Beauty Brand Growth 2025 and Future Implications

 

Black-Owned Beauty Brand Growth 2025 #1. Danessa Myricks Beauty

Danessa Myricks Beauty experienced a 74% increase in earned media value (EMV) in 2024, making it one of the fastest-growing Black-owned beauty brands. The brand is recognized for its artistic and editorial-style makeup, which appeals to both professionals and everyday consumers. Its presence on TikTok and Instagram has helped drive community engagement, with beauty creators showcasing the versatility of its multi-use products. Moving forward, the brand's success signals an expanding market for bold, experimental beauty looks and a growing demand for products created by makeup artists with hands-on experience.

 

Black-Owned Beauty Brand Growth 2025 #2. Topicals

Topicals also reported a 74% year-over-year jump in EMV, indicating its rise as a skincare favorite among Gen Z consumers. Known for addressing chronic skin conditions like eczema and hyperpigmentation, Topicals has used storytelling and mental health advocacy to create deeper emotional connections. Its branding and results-driven formulas are attracting both dermatologists and influencers. The brand’s trajectory suggests that purpose-led beauty companies that solve real issues while championing inclusivity will continue to dominate skincare innovation.

 

Black-Owned Beauty Brand Growth 2025 #3. Cécred

Beyoncé’s Cécred launched in early 2024 and quickly gained traction, reaching 2 million paying customers within six months. Its exclusive retail launch with Ulta Beauty marked the largest hair care brand debut in the store’s history. The brand blends African beauty rituals with science-backed formulations, appealing to customers seeking cultural authenticity and premium quality. As celebrity-founded brands grow more sophisticated, Cécred’s early success could push traditional hair care giants to rethink their approach to textured hair care.

 

Black-Owned Beauty Brand Growth 2025 #4. Ami Colé

Ami Colé is carving out a space in clean beauty tailored to melanin-rich skin, and its expansion into Sephora Canada shows its rising global appeal. The brand’s minimalist product line focuses on enhancing natural beauty without covering it up, which aligns with evolving preferences for barely-there makeup. Backed by L'Oréal, Ami Colé is gaining the resources to scale while maintaining its authentic community voice. Its growth reflects a wider beauty shift toward clean, skin-first products that prioritize representation and transparency.

 

Black-Owned Beauty Brand Growth 2025 #5. Myavana

Myavana uses AI to offer customized hair care solutions, and with a $50 million valuation, it's revolutionizing how consumers with textured hair shop for products. By analyzing hair strands and recommending tailored regimens, it removes the guesswork and waste often associated with product trial-and-error. This personalized approach is especially meaningful in communities underserved by mainstream hair care. In the future, tech-driven beauty will likely become more standard, and Myavana is positioning itself as the go-to platform for data-informed beauty routines.

 

 

Black-Owned Beauty Brand Growth 2025 #6. LYS Beauty

LYS Beauty, founded by Tisha Thompson, continues to thrive as one of the few clean beauty brands created by a Black woman and stocked by Sephora. The popularity of its viral foundation stick on TikTok has driven retail sellouts and waitlists. Its blend of affordability, performance, and inclusivity sets it apart in a market where clean beauty can often be cost-prohibitive. As consumers continue to demand transparency and diversity from brands, LYS is likely to expand its shelf space and global footprint.

 

Black-Owned Beauty Brand Growth 2025 #7. Buttah Skin

Buttah Skin has grown into a cult favorite, particularly among consumers with melanin-rich skin seeking gentle, hydrating skincare. Its product line, which includes vitamin C serums and whipped body butters, appeals to both men and women who value simplicity and effectiveness. As interest in men’s grooming rises, Buttah Skin is well-placed to lead that space with its gender-neutral branding and growing visibility. Future success may come from expanding into international markets and offering educational skin consultations online.

 

Black-Owned Beauty Brand Growth 2025 #8. Jayda Cheaves Beauty

Jayda Cheaves leveraged her massive following to turn her beauty brand’s Lip Kit Trio into a viral success. Within weeks of launch, TikTok users had already created hundreds of videos using the products, signaling strong community-led marketing. The brand blends streetwear aesthetics with makeup, tapping into a unique niche that appeals to young, trend-aware consumers. Its continued growth will likely depend on regular product drops, collaborations, and integration with Cheaves' lifestyle brand ecosystem.

 

Black-Owned Beauty Brand Growth 2025 #9. Thirteen Lune

Thirteen Lune’s expansion into 600+ JCPenney locations has made it one of the most impactful platforms for Black and Brown-owned beauty brands. By curating and distributing diverse offerings across the U.S., it’s changing the traditional beauty retail landscape. Consumers are increasingly interested in ethical and inclusive shopping experiences, and Thirteen Lune offers both. As retailers seek to diversify shelves and align with DEI goals, this model could become a blueprint for equitable beauty distribution.

 

Black-Owned Beauty Brand Growth 2025 #10. Micohype Beauty Hair

Micohype Beauty Hair has gained attention for ethically sourcing human hair from local communities in Nigeria while empowering women artisans. Its mission-led approach is driving demand among conscious consumers seeking transparency and fair trade. The brand’s global recognition points to increasing interest in African-founded beauty ventures with socially responsible roots. As more consumers demand traceability in beauty supply chains, Micohype’s model could influence broader industry standards in the hair extension sector.

 

The Future of Inclusive Beauty Belongs to Bold Innovators

The growth of Black-owned beauty brands in 2025 shows that inclusion and innovation aren’t just trends—they’re driving forces behind industry success. These founders aren’t waiting for permission; they’re building powerful brands that speak directly to underserved audiences with authenticity and precision.

As major retailers and investors take notice, we’ll likely see even more funding, distribution deals, and global expansions from this sector. Consumers are voting with their dollars, choosing products that reflect their identities and values. If the current momentum continues, Black-owned beauty will not only reshape mainstream standards—it will set them.

 

Sources:

1. https://www.creatoriq.com/blog/black-brands-2025
2. https://www.the-sun.com/money/13597273/beyonce-hair-care-brand-ulta-beauty/
3. https://en.wikipedia.org/wiki/Cécred
4. https://en.wikipedia.org/wiki/Ami_Colé
5. https://www.axios.com/2025/04/08/myavanas-mission-to-map-the-dna-of-beauty-and-identity
6. https://hellobeautiful.com/playlist/black-owned-beauty-brands-2/
7. https://en.wikipedia.org/wiki/Thirteen_Lune
8. https://www.ulta.com/brand/cecred
9. https://www.sephora.com/brand/ami-cole