Racialized people have long been forgotten in many sectors, including Beauty and cosmetics. Today, the situation is finally beginning to evolve, and the black-owned brands are making a place to meet their own needs, followed closely by other brands. We present you some beauty brands / black owned companies to follow closely.
The Racialized, The Forgotten People of Beauty
More and more beauty brands held by black people (“black owned”) are emerging to make a place in the very clear world of beauty. Because it must be seen and pointed at: black and racialized people do not have the embarrassment of choice in the cosmetic shelves of shops. At the star of many other domains, they are often under-represented in beauty. Imagine a little the connotation that this can return…
This finding is the most fragrant in the foundation Area: brands usually offer about fifteen shades dedicated to light skin, and at most 3 shades intended for dark skin.
On the dermatology side, progress can also be made: there remains a real lack of knowledge of black skin, which, often misdiagnosed, more often tend to suffer from skin diseases. Dermatologists remain very little trained on the needs of these skins.
But now let’s see the positive: things are (finally) starting to move.
By launching Fenty Beauty in 2017, Rihanna is revolutionizing the cosmetics market. For the first time, among the 50 foundation shades offered by a cosmetic brand, the vast majority of them are dedicated to black skin! In the brand’s marketing and advertising campaigns, racialized people are just as prominent as white people.
The brands then finally realize that there is a real demand for care and make-up that match with darker eyelets than they are used to designing. Increasingly, they are expanding their range to satisfy this long-neglected clientele. However, there is still a long way to go: product formulations are often not recycled to suit the different needs of black skins. Their makeup ranges simply adopts extra hues to fit their complexion.
Today, we decided to introduce you to 5 brands created by black women who also seek to make things move and change mentalities.
Marks owned by blacks who police move things around
Mawena is a West African name meaning “I am seen as I am”. This is what the founder of the brand Helena Mendes, a French native of Guinea-Bissau, wishes to reflect after a trip to a maya village in Mexico. She draws inspiration from the traditional beauty rituals of this community, which remind her of her African origins, to create authentic and respectable skin care.
Back in France, she kept her promise and decided to make known the traditions of this village by launching Mawena. She supports Maya women by choosing to work directly with them: the assets are extracted directly by the local population in accordance with their traditions. This solidarity cooperative also replenishes Mayan women, while reducing the ecological impact of production. Raw materials are bought at a higher price than in the market to enable these women to make a living from this activity.
These treatments are designed with 100% natural and organic ingredients and the vegetable oils used by West African populations are put to the spotlight. Toxic compositions are banned: 0 silicone, perfume, artificial preservative or another paraben. Finally, the products are not tested on animals.
Mawena is a brand that has everything right, that wants to revolutionize the way beauty is perceived and help women feel good about themselves. Passionate and ambitious, Helena Mendes plans to highlight other cultures of the world and their beauty rituals to make more and more recognize the beauties that exist around the globe.
Josiane Ologbi was born in Niger to a Togolese mother and a Nigerian father, and grew up in Senegal. She seeks to make Africa’s know-how recognized and highlighted through this hair care brand, Iwalewa.
In Yoruba, the West African language, Iwalewa means “character is beauty”. The brand thus chooses to transmit beauty through its healthy and natural hair care, but also through its human and respective values of the environment.
It goes straight to the basics with a range of 2 hair products for curly, frizzy, dry and brittle hair: a washing cream and a rich 3-in-1 care that can be a conditioner, a cream without rinsing or a moisturizing fixer.
In its products, it highlights African plants such as hibiscus and kinkéliba, whose flowers are harvested in Tambacounda in Senegal, and ingredients such as shea butter, made according to traditional methods in the village of Oronkua in Burkina Faso. Finally, it is in Mohammedia in Morocco that the care is finalized and tested in the laboratory. The products are made in Africa from A to Z, with natural ingredients and according to an ancestral know – how to better support the industrialization of the continent.
The adventure still has good days ahead: the brand already plans to refocus its production in sub-Saharan Africa, for more impact in this region, and to enhance more ecological extraction processes.
The founder of Maison Dassam is Wend-Kuuni Boncoungou, born in France to Burkinabe parents. She grew up in this bicultural environment, worrying about the traditions of Burkina after many trips there. She finally decides to embark on the entrepreneurial adventure after years in marketing.
Maison dassam thus offers a range of body treatments such as soaps, balms, serums or scrubs, products for the home (plant candles, decorative cushions…) or hand-woven scarves, each of which is unique.
Through this brand of home products and body care, Wend-Kuuni Boncoungou wants to enhance the cultural riches of Africa through its creations and know-how. Among the values that matter to him: authenticity, eco-responsibility, fairness and curiosity.
This well-chosen brand thus handcrafted its products in the respect of traditions. It limits waste by designing multi-purpose products, in respective environmental packaging, as well as the packages in which they are sent. She also proposes to give a second life to cosmetic jars.
The company’s partners are remunerated fairly and equitably through local associations, and the brand contributes to the development of humanitarian projects in line with its values.
MAHERY, which means “strength” in Malagasy, was founded by two women: Jessica, a professional make-up artist with a graduate of image consulting, and Soukina, who specializes in the design of wigs. She sets up the MAHERY concept adventure by offering high quality wigs and a range of products designed to sublimate the hair and perfect your hairstyles. There is no shortage of choices and it is even possible to customize her wig!
They also offer other services and services, such as makeup for all your important events (wedding, birthdays…), wig laying or training you! Jessica and Soukina value women by encouraging them to reconnect with their beauty, and the workshops they do are also there to help them showcase themselves and gain confidence!
Implementation of Cosmetics
Mis, this is the connected version of “pigmented” – that is, “pigmented” in French. This American brand was born from a conversation over a drink between KJ mille and Amanda E. Johnson, who wanted to never find the nude lipstick that would suit their complexion and lips. Tired of finding only beige nude, they launch Mened, with a first range of nude lips Reds and several different hues. Their will: that all women find the nude that corresponds to them!
For them, beauty should be sublimated in all women, no matter their skin color. If nude lipstick remains their flagship product, they quickly decide to turn to eye makeup, sources, complexion and expand their range of lip products, choosing to put forward shades that are suitable for black skin.
Their makeup is always made without paraben or toxic ingredients, and all products are vegan and cruelty-free.
For even more choices, there are other sites with a wide selection of products for the needs of curly, frizzy and/or dry hair and black carnations such as Diouda or Colorful Black.