For most of the modern beauty industry’s history, black-owned beauty brands weren’t getting the mainstream credit or visibility they deserved. Now, with growing recognition of the strong demand for skincare and haircare catering specifically to black women, we’re finally witnessing a shift within the beauty world to recognize the relevance and sales potential of products like leave-in conditioners suitable for 4C curls and serums targeting stubborn hyperpigmentation. Brands like Juvia’s Place and Mented Cosmetics have blown up, but that’s not all. Under-the-radar inclusive indie brands are making names for themselves, amassing legions of loyal followers who have little interest in going back to companies treating minority consumers as afterthoughts. Here, we highlight five rising beauty brands founded by black women that you should bookmark, stat.

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