Be honest. When it comes to your favorite beauty products, how much time did you spend searching for the right ones that match your skin and hair needs? 

So many beauty brands showcase products that weren’t made with Black women in mind. Whether it’s a limited range of shades or products that aren’t specifically formulated for our skin and hair, what’s become blatantly obvious over the years is that the beauty of Blackness has not been the focus of many brands’ efforts. While Black-owned brands are out there, they don’t get in front of consumers as often as they should. 

Sephora is looking to change that. With its 15% Pledge, the beauty giant has taken a stand in favor of visibility and accessibility for Black-owned beauty labels. With Black people making up roughly 15% of the population — and consequently the consumer base — in the United States, we shouldn’t have to keep compromising our needs for quality products.

The 15% Pledge is an initiative that Aurora James, founder of the luxury accessories brand Brother Vellies, created to challenge businesses to meet their Black consumer base with representation in the products that they carry. 

Sephora has taken that initiative to heart since making the pledge last year. Currently, the retailer proudly houses 36 POC-owned brands whose reach spans the entire beauty spectrum. As its collection grows, Sephora remains committed to giving visibility to Black founders where it matters most.

Today we’re highlighting some of those brands and their amazing founders.


Fashion Fair, founded by Eunice and John Johnson 

Guess who’s back? The mainstay in melanated beauty routines that began 56 years ago is returning to the market with a fierce, vegan makeup line that’s as iconic as ever. Fashion Fair is offering its newest and chicest shades in this collection, and it’s definitely not your auntie’s lipstick. Check out the full range of shades, but don’t miss Chocolate Raspberry, exclusive to Sephora. 

Danessa Myricks Beauty, founded by Danessa Myricks

Danessa Myricks is a self-taught powerhouse whose products are featured on multiple bestseller lists. This long-wearing pigment from the Danessa Myricks Beauty line goes on smooth and comes in a variety of shades and finishes. It’s a triple-threat eye, cheek and lip pigment that gets it right.

Fenty Beauty, founded by Rihanna 

If you’re still holding out for that album, you may have to wait a little longer. Our girl Rihanna has been making serious money moves and serving up premium-quality beauty products in the process. This dynamite palette is no exception. Featuring multiple shades and finishes, this mega-mix palette will have your eyes giving off a billion-dollar shine.

LYS Beauty, founded by Tisha Thompson

Who said that clean beauty can’t have soul? Makeup artist-turned-business bombshell Tisha Thompson has been on a 15-year mission to “diversify the clean beauty industry.” We love this high-pigment, all-natural blush that gives a clean, satin finish. The formula comes in a range of shades to help you find your natural match. Get it exclusively at Sephora. 

Pat McGrath Labs, founded by Pat McGrath

Pat McGrath is a makeup industry legend so there’s no surprise that her collection is the stuff dreams are made of. Shop the limited edition collection online or check for it in stores. A favorite is this luxe lip gloss duo  that features two complimentary shades that go on sinfully smooth, giving a look that’s blendable and beautiful across many skin tones. 


adwoa beauty, founded by Julian Addo

Perfecting her craft as a hairdresser from her Liberian and Ghanain parents’ basement, adwoa beauty founder Julian Addo has been putting in the work for years. adwoa beauty is a brand that prides itself on constantly evolving and celebrating the beauty of Black hair. We love the newest Blue Tansy line, which uses clean ingredients to deeply hydrate all textures. 

Briogeo, founded by Nancy Twine 

Helmed by beauty guru Nancy Twine, Briogeo’s back-to-basics approach brings beauty products that are clean, effective and planet friendly. We stan a clean scalp in this household, fam! And Briogeo has the lineup to bring that philosophy to life. Check out this sulfate-free exfoliating scrub that is the perfect first stop on your hair and scalp health routine. 

Pattern, founded by Tracee Ellis Ross

Tracee Ellis Ross is a #ForeverMood. With her Pattern haircare line, she’s bottled up that joy and brought us products that have been perfected for all curly hair textures. This styling cream is oil rich and paraben free, meaning you get to toss back those touchable curls while enjoying deep moisture and definition. 

Bread Beauty Supply, founded by Maeva Heim

Founder Maeva Heim had one thing in mind when she created Bread Beauty Supply: YOU. Bread’s ethos is that hair should be free to be its best self, and you should have the freedom to live your life without overthinking your routine. This multi-award-winning hair oil leaves your hair moisturized and nourished — with no greasy residue. 


FORVR MOOD, founded by Jackie Aina 

It’s coming, y’all. FORVR MOOD is bringing the lineup of home fragrances that are setting the scene for the sweet episodes in your everyday life. Founder Jackie Aina lives by the philosophy that Black women deserve to be pampered, enjoying those delicious, luxe moments every day. With the Cuffing Season Candle, you’ve got warm and fresh floral notes that take you straight into the #mood of a brand-new crush.

Shop the Black-owned brands that Sephora is proud to carry, on the shelves or on the site. 

This editorial is brought to you in partnership with Sephora.

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