Black Owned Beauty & Wellness Brands to Watch in 2025

The beauty and skincare industries are experiencing a powerful shift. Driven by innovation and inclusivity, Black-owned brands have an undeniable impact. These businesses are changing industry standards by making high-quality products for all skin tones and types while honoring their cultural roots.

At Vagaro, we celebrate diversity, and we know salon and spa owners are always on the lookout for great brands to carry. As we enter 2025, Here are the top Black-owned beauty and skincare brands making waves and offering products that your clients will love.

Danessa Myricks Beauty – Where Artistry Meets Innovation

Founded by makeup artist Danessa Myricks, this brand is a must-have for pros and beauty lovers. Danessa, a self-taught artist and product developer, created her line to offer versatile, high-pigment makeup for all skin tones. Her products are now fan favorites for their bold colors and flexibility.

Award Winning Products:

Why Watch?

Danessa Myricks Beauty is continuously innovating with hybrid formulas that bridge the gap between skincare and high-performance makeup.

Mented Cosmetics – The Perfect Nudes for Deeper Skin Tones

KJ Miller and Amanda E. Johnson started Mented Cosmetics after struggling to find nude lipsticks for deeper skin tones. Their brand offers highly pigmented essentials like semi-matte lipsticks, foundation, and blush, all made to complement all skin tones.

Award Winning Products:

Why Watch?

Mented has expanded beyond makeup into skincare, focusing on hydration and nourishment.

(Image courtesy of The Lip Bar: https://thelipbar.com/)

The Lip Bar – Clean Beauty for Every Shade

Founded by Melissa Butler, The Lip Bar began in Butler’s kitchen after she grew frustrated with the lack of diverse shade ranges in mainstream beauty. Now a major disruptor in the clean beauty space, The Lip Bar offers long-lasting lipsticks, complexion products, and multi-use face palettes that prioritize affordability and inclusivity.

Award Winning and Top Selling Products:

Why Watch?

Available at several major retailers, The Lip Bar continues to lead the charge in accessible, clean beauty for all skin tones.

(Image courtesy of MYAVANA: https://www.myavana.com/products/hair-assessment) (Image courtesy of MYAVANA: www.myavana.com/)

MYAVANA– AI-Powered Personalized Haircare

Founded on the belief that hair is as unique as a fingerprint, MYAVANA is transforming hair care with cutting-edge AI-technology. By eliminating trial and error, MYAVANA helps individuals discover their Hair ID and receive personalized product recommendations tailored to their hair type, texture, and needs.

Top Services & Innovations

Why Watch?

MYAVANA is at the forefront of AI-powered beauty, bringing scientific intelligence to personalized hair care—making it smarter, easier, and more effective than ever.

Topicals – Skincare That Puts Science First

Founded by Olamide Olowe, Topicals is a Black-owned brand prioritizing science-based skincare formulations. The brand’s viral products, like Faded Serum (for hyperpigmentation) and Like Butter (for eczema-prone skin), have become staples for those struggling with common skin concerns.

Award Winning and Top Selling Products:

Why Watch?

With dermatologists co-signing its effectiveness, Topicals is set to launch even more targeted treatments for underserved skin concerns in 2025.

(Image courtesy of The Texpert Collective: https://texpertcollective.com/)

The Texpert Collective – Bridging Hair Science & Professional Education

The Texpert Collective is an initiative led by Tippi Shorter and Kauilani Goodwyn. Their mission is to educate stylists through intensive and engaging courses on cutting, coloring, straightening, and enhancing textured hair.

Top Products and Contributions:

Why Watch?

As more stylists seek to refine their skills in textured haircare, The Texpert Collective is setting up new standards for professional education in the beauty industry.

(Image courtesy of Hyper Skin: https://hyperskin.com/)

Hyper Skin – Targeted Skincare for Dark Spots & Uneven Skin

Desiree Verdejo, a former lawyer turned beauty entrepreneur, launched Hyper Skin to tackle dark spots and hyperpigmentation. Their formulas are hyper-balanced and are gentle enough for deeper skin tones as well as sensitive skin types, while also being strong enough to deliver results.

Award Winning and Top Selling Products:

Why Watch?

Hyper Skin’s success has led to an expanded lineup of glow-boosting, results-driven skincare tailored for deeper skin tones.

(Image courtesy of Epara Skincare: www.eparaskincare.com/)

Epara Skincare – Luxury Meets Melanin-Focused Skincare

Launched by Nigerian entrepreneur Ozohu Adoh, Epara is a high-end, clean beauty brand that uses African botanicals to create deeply nourishing skincare. Each product is infused with hydrating oils, plant extracts, and advanced technology to combat dryness, hyperpigmentation, and irritation.

Award Winning and Top Selling Products:

Why Watch?

Epara is leading the way in luxury skincare, merging cultural heritage with cutting-edge beauty science.

(Image courtesy of 54 Thrones: https://54thrones.com/)

54 Thrones – Celebrating African Beauty Rituals

Founded by Christina Tegbe, 54 Thrones pays homage to traditional African skincare secrets, offering ethically sourced shea butter, rich facial oils, and soothing body butters. Inspired by West African beauty rituals, the brand is known for its clean, handcrafted formulations that nourish the skin deeply. ###Award Winning and Top Selling Products:

Why Watch?

With expansion into facial care, 54 Thrones is growing beyond body butters to become a full-fledged skincare powerhouse.

Black Girl Sunscreen – Sun Protection Without the White Cast

For years, sunscreen formulas have overlooked women of color, leaving behind an unwanted white residue. Shontay Lundy saw the need for change and launched Black Girl Sunscreen in 2016, a SPF 30 formula designed specifically for people of color.

Top Selling Products:

Why Watch?

BGS has expanded beyond its original sunscreen to include a men’s formula and a kid-friendly version, ensuring the whole family is protected. The brand is making waves while leading the conversation on sun safety.

(Image courtesy of Buttah Skin: www.buttahskin.com/)

Buttah Skin – Melanin-First Skincare for a Radiant Glow

Created by model and actor Dorion Renaud, Buttah Skin focuses on hydration and glow for melanin-rich tones. The brand combines organic shea butter, vitamin C, and essential oils to create products that nourish and even out the skin.

Award Winning and Top Selling Products:

Why Watch?

As the demand for simple, effective skincare grows, Buttah Skin continues to thrive with products tailored for deeper complexions.

Why Supporting Black-Owned Beauty Brands Matters

These brands aren’t just making incredible products—they’re redefining the beauty and wellness industry with a focus on representation, high-quality formulations, and cultural authenticity.

They create products for underserved skin tones and types—something that has been historically underrepresented in mainstream beauty offerings.
They prioritize ethical sourcing—many using African and plant-based ingredients that benefit both people and the planet.
They build community—offering education, advocacy, and empowerment within the beauty space.

For beauty professionals, supporting these brands will ultimately continue to shape the future of an industry that truly celebrates all forms of beauty.

A Movement, Not a Moment

From pro-level makeup to dermatologist-approved skincare, these Black-owned beauty brands are revolutionizing the industry in 2025. Whether you're a salon owner, esthetician, or beauty lover, keeping these names on your radar means staying ahead of the latest trends while supporting diversity, quality, and innovation.