• e.l.f. cosmetics

    The Full Spectrum: Black-Owned Cosmetic Lines You Should Know About

    Like Aunt Jackie, I too am exhausted of seeing makeup brands’ lack of consideration for deeper skin tones when formulating and promoting makeup products in 2017.



    Black is beautiful. Deep is beautiful. But does the mainstream beauty industry actually promote this? Many women of color will give you a resounding “No!” as many drug store and high-end brands (*cough cough* Almay) have neglected to serve them for decades despite being a prominent consumer base of cosmetic products.

    Tired of the constant neglect, black entrepreneurs have taken matters into their own hands and created cosmetic lines catered to a wide variety of skin tones, some mainly celebrating Black women and their deep skin tones. Here are a few black-owned cosmetic lines to watch out for and support in 2017: 



    Founded in 2016 by Courtney Coates, koyVoca Cosmetics caters to a versatile range of looks- from the “no makeup” look to bold and daring artistry. koyVoca is a cruelty-free brand, handmade and ships worldwide.


    A post shared by koyVoca (@koyvocacosmetics) on



    Colour U Cosmetics was founded in 2007 to provide beauty products to women with “olive to mahogany complexions” (Colour U Cosmetics Facebook Page). The company store is based in Atlanta, but you can also shop their online venue.




    Cashmere Nicole founded Beauty Bakerie to celebrate the innocence of girls and women through cosmetics. Cashmere overcame breast cancer among other hardships and created this line as a part of the peace she found after dealing with her unfortunate circumstances.


     Founder of Beauty Bakerie, Cashmere Nicole.  Beauty Bakerie

    Founder of Beauty Bakerie, Cashmere Nicole. Beauty Bakerie



    Juvia’s Place was founded with the goal of creating an affordable colorful eyeshadow and beauty collection by Chichi Eburu. Juvia’s sells eyeshadow palettes, single eyeshadows, blushes, brushes and more. 


    A post shared by Juvia's Place (@juviasplace) on



    Based in New Orleans, Magnolia Makeup was founded by Niala and Tia Howard to disseminate the representation void in the cosmetic industry by using all colors of the spectrum. Magnolia sells a variety of products, including individual eye pigments, foundation and blush. 




    As the name illustrates, Revel was founded by Julian Lark as an outlet for Hollywood glamour and femininity through makeup. Revel has made its way to the celebrity scene as artists like Michelle Williams and Karrueche have used the brand.


      Revel by Julian Lark

    Revel by Julian Lark



    Plain Jane Beauty was founded in 2011 by Lake Louis, a makeup artist and Stanford master of education. Louis worked to create an eco-friendly and sustainable brand inspired by nature while promoting beauty. 


      Twitter: @PlainJaneBeauty

    Twitter: @PlainJaneBeauty



    Founder Loraine Roberts Dowdy created Coloured Raine in 2013 to encourage self expression and diversity in the beauty world. The line sells products catered to eyes, lips, nails and face.  




    Melissa Butler, founder of The Lip Bar, did not let her rejection on Shark Tank keep her from her dream of opening a cosmetics line. She went on to build The Lip Bar into a gluten-free, paraben-free and vegan brand that focuses on beauty representation and inclusion.


    A post shared by @thelipbar on



    Founded by Keyshia Ka’oir, Ka’oir sells a range of lip products in unique colors, including Baby Bleu, Jamaica and Golden Goddess. 


     Baby Bleu.  Ka'oir

    Baby Bleu. Ka’oir



    MDMflow was founded by London College of Fashion student Florence Adepoju. She wanted a cosmetics line the captured the essence and influence of hip hop and the 90’s and 00’s culture.




    Let us know your thoughts on any of these brands as well as other black-owned cosmetic lines in the comments below.


    Cover Photo: Beauty Bakerie

    Stephanie Emenyonu
    Stephanie Emenyonu

    Find me on: Web | Twitter



    1. July 2, 2017 / 2:01 pm

      This is awesome! I’ve been looking for black owned beauty products, definitely going to follow and support. Thanks for sharing.

    2. July 2, 2017 / 5:08 pm

      Ka oir lipstick looks nice. I wiuld love to try it.

    3. July 2, 2017 / 5:56 pm

      Thanks for sharing! I will seek out these brands to support. I’m not really a makeup chick, but I’m all for Black empowerment and it begins with buying Black.

    4. Krissy
      July 2, 2017 / 6:57 pm

      I needed this list to many people are making big major coins off black people we def need to support our own!

    5. July 2, 2017 / 9:40 pm

      It’s nice to see that black people are making cosmetics that suit them best
      I didn’t know about these enterprises and now I will be watching out for more from them

    6. July 2, 2017 / 10:23 pm

      Not a makeup fanatic and definitely didn’t know about these, but when I do get into the whole makeup thing I’ll look out for these products 👍

    7. July 3, 2017 / 2:55 pm

      I need to check out plain jane. I’m always looking for a new foundation to try out. Thanks for sharing!
      Aitza B | petitelypackaged.com

    8. July 3, 2017 / 3:01 pm

      I did not know there were that many. Thanks for putting this information out there. Hope more people support them.

    9. July 5, 2017 / 1:31 am

      Your missing TAJJ Cosmetics they are a full beauty line from lipstick to concealer to even corn concealer

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