By: Hannah Xue
There’s no denying that our society is becoming increasingly racially conscious. Now more than ever, businesses are being held accountable for their politics and are heavily criticized when they make problematic statements.
For those unfamiliar with the industry, the makeup world might seem relatively removed from these issues. But in recent times consumers have demanded increasing diversity and representation from makeup brands.
Several businesses have recently come under fire for offensive or insensitive messaging. Last July, Beautyblender released a foundation that was criticized for not carrying enough darker shades. In the same month, 3CE was accused of painting a model’s hand brown instead of using an actual dark-skinned model.
Rather than support makeup brands that fail to recognize the importance of inclusion, perhaps it may be better to invest in businesses that were built with diversity in mind. Black-owned makeup brands, aka B.O.M.Bs, were created to serve a historically marginalized group with products that meet their unique needs. Read on for a list of B.O.M.Bs that are currently killing the game.
- Fenty Beauty
A conversation about representation in the makeup industry is incomplete without mentioning Fenty Beauty, Rihanna’s makeup line. Since launching with 40 shades of the Pro Filt’r Foundation in 2017, the line has truly set the standard for inclusion in beauty products. As Fenty Beauty’s tagline suggest, these products truly create “Beauty ForAll.”
2. Juvia’s Place
Juvia’s Place is well known in the beauty community for its highly pigmented eyeshadow palettes, which all retail for $20 or less. Chichi Eburu, who created the line in 2014, draws on her African heritage in the visual branding of her products; the brand’s most popular palette,The Nubian, features an illustration of Queen Nefertiti on the inside cover.
3. Iman Cosmetics
Created by legendary 90s model, Iman, Iman Cosmetics was founded out of the bombshell’s frustration of having to mix her own foundation for makeup artists to use on set. The brand was one of the first B.O.M.Bs to be carried in major drugstore retailers. In addition to makeup, Iman Cosmetics also carries skincare and beauty tools.
4. Beauty Bakerie
With product names like Lollipop Liner, Snickerdoodle Lip Gloss, and Cake Mix Foundation,Beauty Bakerie’s unique products sound just as phenomenal as they perform. CEO Cashmere Nicole, a breast cancer survivor, also uses her pink-themed business to support awareness of the illness she overcame.
5. Pat McGrath Labs
Once proclaimed by Anna Wintour as “the most influential makeup artist in the world,” Pat McGrath created her eponymous makeup for use by makeup professionals and novices alike. The artist’s distinctive editorial style is evident with products such as Blitztrance glitter lipstick and Fetisheyes mascara.
The makeup industry has quite a long way to go in terms of ensuring equitable representation for all of its consumers, but these black-owned businesses are doing their best to empower themselves and the communities they hope to serve.