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Black-owned beauty brands continue to set the standard in skincare, haircare, and makeup—offering innovation, inclusivity, and results that speak for themselves. These brands aren’t just trending—they’re transforming the industry, one game-changing formula at a time.
From the glow-boosting magic of Fenty Beauty by Rihanna to the restorative power of Beyoncé’s Cécred and the curl-loving care from Pattern by Tracee Ellis Ross, each brand brings something purposeful and powerful to the table.
You’ll also find skincare standouts like Cay Skin by Winnie Harlow, the science-driven solutions from Topicals, and the high-performance artistry of legends like Pat McGrath and Danessa Myricks.
With the 2025 Met Gala theme, Superfine: Tailoring Black Style, now is the perfect time to celebrate the lasting impact of Black-owned beauty.
This list is your go-to guide for products we keep coming back to—and we’ll keep updating it with the best of the best, all year long.
Fenty Beauty by Rihanna
Fenty Beauty by Rihanna revolutionized the industry by setting a new standard for inclusivity with its 50-shade foundation range—and it didn’t stop there. Now a full beauty empire, Fenty includes high-performance skincare from Fenty Skin, damage-repairing essentials from Fenty Hair, and a bold, unforgettable signature scent with Fenty Eau de Parfum.
Each product is powered by Rihanna’s mission to create beauty solutions that work for every skin tone, hair texture, and lifestyle—proving that representation and innovation can go hand in hand.
E! Shopping Editor Pick: Fenty Beauty by Rihanna Trace’d Out Longwear Waterproof Pencil Lip Liner
Fenty Beauty by Rihanna Trace’d Out Longwear Waterproof Pencil Lip Liner
Define and shape your lips with this longwear, waterproof liner that stays put all day, creating a bold, defined look without smudging.
Ami Colé
Ami Colé is a clean beauty brand dedicated to creating makeup that enhances the natural beauty of melanin-rich skin with high-performance, skin-loving ingredients. Known for its inclusive shades and commitment to clean, effective formulas, Ami Colé celebrates diversity while providing products that cater to the unique needs of every skin tone.
E! Shopping Editor Pick: Desert Date Cream Blush & Lip Multistick
Ami Colé Desert Date Cream Blush & Lip Multistick
Add a natural flush of color to your cheeks, lips, and eyes with this creamy, buildable formula that blends effortlessly for a fresh, radiant look.
LYS Beauty
LYS Beauty is a clean, cruelty-free beauty brand that proudly champions inclusivity, offering high-performance products for every skin tone and type. Founded by Tisha Thompson, the brand focuses on skin-loving formulas that tackle common concerns like hyperpigmentation and sensitivity, while maintaining a commitment to sustainable, clean ingredients.
E! Shopping Editor Pick: LYS Beauty No Limits Cream Bronzer and Contour Stick
LYS Beauty No Limits Cream Bronzer and Contour Stick
Achieve a natural, sun-kissed glow with this creamy bronzer that effortlessly blends into your skin for a flawless finish.
Pattern by Tracee Ellis Ross
Pattern by Tracee Ellis Ross is a beauty brand dedicated to celebrating and caring for curly, coily, and tight-textured hair. Known for its nourishing, high-performance products, Pattern offers everything from cleansers to styling creams, designed to enhance and define natural curls while promoting healthy hair care.
E! Shopping Editor Pick: Pattern by Tracee Ellis Ross Palo Santo Leave-in Conditioner for Curls & Coils
Pattern by Tracee Ellis Ross Palo Santo Leave-in Conditioner for Curls & Coils
Hydrate and soften your curls with this leave-in conditioner that detangles, nourishes, and leaves your hair smooth with the calming, woody scent of palo santo.
Danessa Myricks Beauty
Danessa Myricks Beauty is a dynamic, inclusive brand known for its high-performance, innovative makeup products designed to enhance every skin tone and type. With a focus on multifunctional formulas, the brand offers versatile products that deliver professional-level results for everyday use.
E! Shopping Editor Pick: Danessa Myricks Beauty Yummy Skin Lift & Flex Hydrating Concealer
Danessa Myricks Beauty Yummy Skin Lift & Flex Hydrating Concealer With Hyaluronic Acid & Caffeine
Create a flawless, lifted look with this versatile concealer that brightens, smooths, and blends seamlessly to cover imperfections with a natural finish.
Pat McGrath Labs
Pat McGrath Labs is a game-changing beauty brand founded by legendary makeup artist Pat McGrath, known for its daring, high-impact products that cater to all skin tones. With its groundbreaking formulas and artistic flair, the brand redefines makeup, creating bold, unforgettable looks loved by professionals and beauty lovers alike.
E! Shopping Editor Pick: Pat McGrath LabsSkin Fetish: Sublime Perfection Blurring Under Eye Powder
Pat McGrath Labs Skin Fetish: Sublime Perfection Blurring Under Eye Powder
Set your makeup with a silky smooth under-eye powder that brightens and blurs, leaving a flawless finish that lasts all day.
Adwoa Beauty
Adwoa Beauty is a brand founded on the passion for embracing African beauty, with a commitment to clean, transparent, and ever-evolving products. Known for celebrating multicultural beauty and challenging unrealistic beauty standards, it offers innovative solutions for natural hair care and personal care.
E! Shopping Editor Pick: Adwoa Beauty Melonberry Vitamin C Frizz-Fighting Hair Gel
Adwoa Beauty Melonberry Vitamin C Frizz-Fighting Hair Gel
Define curls with a lightweight gel that tames frizz, boosts shine, and keeps hair hydrated and bouncy all day.
54 Thrones
54 Thrones celebrates the rich diversity of Africa’s beauty rituals, offering clean, ethically sourced skincare products made with plant botanicals from across the continent. The brand honors the traditions and sustainable practices of African artisans, creating indulgent beauty experiences that are as effective as they are meaningful.
E! Shopping Editor Pick: 54 Thrones African Beauty Butter- Intensive Dry Skin Treatment
54 Thrones African Beauty Butter- Intensive Dry Skin Treatment
Nourish your skin with rich, African-grown botanicals that hydrate deeply and leave your skin feeling soft and radiant.
Eadem
EADEM is a science-backed skincare brand known for its inclusive, clinically proven formulas designed especially for melanin-rich skin. Created by women of color, the brand uses its proprietary Smart Melanin Technology to deliver gentle yet effective results for all skin tones.
E! Shopping Editor Pick: EADEM Milk Marvel Dark Spot Serum With Niacinamide and Vitamin C
Eadem Milk Marvel Dark Spot Serum With Niacinamide and Vitamin C
Fade dark spots gently and effectively with this rich, non-comedogenic serum made to support melanin-rich skin without disrupting your glow.
Cay Skin
Cay Skin is known for combining high-performance SPF with nourishing skincare, creating formulas that protect all skin tones without leaving a white cast. Founded by Winnie Harlow, the brand champions inclusivity, self-acceptance, and daily sun protection inspired by her Jamaican roots.
E! Shopping Editor Pick: Cay Skin Deepwater Nourishing Lip Mask
Cay Skin Deepwater Nourishing Lip Mask
Nourish dry lips overnight with this ultra-hydrating mask that leaves your pout soft, smooth, and protected by morning.
Topicals
Founded by Olamide Olowe, Topicals is redefining skincare with science-backed formulas that treat chronic skin conditions like hyperpigmentation and eczema. The brand stands out for its bold, inclusive approach that blends clinical results with community care and mental health advocacy.
E! Shopping Editor Pick: Topicals Faded Under Eye Brightening & Clearing Eye Masks
Topicals Faded Under Eye Brightening & Clearing Eye Masks
Brighten and visibly de-puff your under-eyes with these cooling masks that target dark circles and uneven tone in just 15 minutes.
Briogeo
Briogeo, founded by Nancy Twine, is known for creating clean, plant-based haircare solutions that cater to all hair types and textures. The brand focuses on innovation, inclusivity, and sustainability, offering products that are both effective and environmentally conscious.
E! Shopping Editor Pick: Briogeo Don’t Despair, Repair! Deep Conditioning Hair Mask
Briogeo Don’t Despair, Repair! Deep Conditioning Hair Mask
Revive dry, damaged hair with this deeply hydrating mask that transforms your strands into softer, shinier, and more manageable locks.
Shani Darden Skin Care
Shani Darden Skin Care, founded by celebrity esthetician Shani Darden, is celebrated for its high-performance, simple yet effective skincare solutions. Known for its clean, minimalist approach, the brand offers targeted treatments that deliver professional results for all skin types.
E! Shopping Editor Pick: Shani Darden Skin Care Intensive Eye Renewal Cream with Firming Peptides
Shani Darden Skin Care Intensive Eye Renewal Cream With Firming Peptides
Transform tired eyes with this rejuvenating eye cream that helps reduce puffiness and fine lines, revealing a brighter, more refreshed look.
WYN Beauty
WYN Beauty, created by Serena Williams, focuses on delivering clean, high-performance makeup designed to keep up with busy, active lives while enhancing your natural beauty. Known for its inclusivity, the brand ensures products cater to a wide range of skin tones, making beauty accessible and empowering for everyone.
E! Shopping Editor Pick: Wyn Beauty Featuring You Hydrating Skin Enhancing Tint SPF 30
Wyn Beauty Featuring You Hydrating Skin Enhancing Tint SPF 30
Enhance your complexion and protect your skin with this lightweight, hydrating tint that blends seamlessly for a natural, glowing finish.
Juvia’s Place
Juvia’s Place, founded by Chichi Eburu, is a beauty brand that has made a name for itself with its vibrant, high-pigment makeup that caters to every skin tone. With African-inspired formulations and a focus on inclusivity, the brand continues to redefine beauty standards in the makeup industry.
E! Shopping Editor Pick: Juvia’s Place Blushed Duo
Juvia’s Place Blushed Duo
Elevate your cheek game with this perfectly paired blush duo that delivers a radiant, natural flush for all skin tones.
Black Girl Sunscreen
Black Girl Sunscreen was founded by Shontay Lundy in 2016 to fill the gap in the sunscreen market for products that blend seamlessly with darker skin tones. Known for its inclusive approach, the brand offers a range of sun protection solutions that provide broad-spectrum defense without leaving a white residue, catering to various skin types and needs.
E! Shopping Editor Pick: Black Girl Sunscreen Make It Matte Sunscreen – SPF 45
Black Girl Sunscreen Make It Matte Sunscreen – SPF 45
Control shine and keep your skin matte all day with this unique formula that offers powerful sun protection while reducing oil and minimizing pores.
Cécred
Cécred, founded by Beyoncé Knowles-Carter, combines ancestral hair care traditions with modern science to create inclusive, high-performance products for all hair types. Known for its rich conditioners and strengthening formulations, the brand is dedicated to empowering individuals and celebrating the sacredness of hair.
E! Shopping Editor Pick:Cécred Restoring Hair & Edge Drops
Cécred Restoring Hair & Edge Drops
Support your hair growth with this powerful serum designed to nourish and revitalize edges, promoting thicker and fuller hair over time.
SheaMoisture
SheaMoisture brings Sofi Tucker’s vision to life with a range of luxurious skincare, haircare, and body care products made with nourishing ingredients like Shea Butter and African Black Soap. Each product is crafted to deliver deep hydration and promote healthy, radiant skin and hair, while honoring the brand’s roots in African traditions.
E! Shopping Editor Pick: SheaMoisture Coconut & Hibiscus Curl & Shine Shampoo
SheaMoisture Coconut & Hibiscus Curl & Shine Shampoo
Cleanse your curls with this sulfate-free shampoo that enhances shine and defines your natural texture for smooth, healthy hair.
Sugardoh
Sugardoh is known for its mess-free sugar wax that makes at-home hair removal gentler and more sustainable. Founder Aliyah Marandiz created the brand with clean ingredients, low-waste packaging, and sensitive skin in mind.
E! Shopping Editor Pick: Sugardoh Ingrown Magic Wand
Sugardoh Ingrown Magic Wand
Soothe bumps and calm irritation fast with this easy-to-use roller that targets ingrown hairs and redness.
LOVED.01
LOVED.01 is a skincare brand created by John Legend with a mission to provide effective, accessible products made for melanin-rich skin. Known for its dermatologist-approved formulas and thoughtful ingredients, the brand focuses on delivering everyday care for all skin tones at an affordable price.
E! Shopping Editor Pick: LOVED.01
Loved01 Daily Love 4-Piece Skincare Gift Set
Nourish and hydrate your skin with this all-in-one routine designed to exfoliate, moisturize, and leave you with a radiant glow.
How We Choose
The E! Insider Shop editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews, and use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think our readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not E!. Pricing and availability are accurate as of publish time.
