5 Black-Owned Natural Beauty Brands To Stock Up On Now

More shades, no chemicals. Diamond Gwynn calls out some favorites.

Maybe the only trend going as strong as chemical-free beauty is the explosion in shades to suit all skin tones—not to mention moods and personalities. For black and brown women, it’s about time. Black women founders are meeting customer demand with lines that offer more choices and that ditch the chemicals, too. Here are 5 black-owned natural brands you’ll want to try.

Jamine Rose is no newbie to the make-up industry. She launched Laws of Nature Cosmetics in 2007. Rose’s mother was diagnosed with breast cancer, and after doing some heavy research, she was concerned about links between the disease and chemicals in cosmetics. She made it her mission to create an all-natural cosmetics line that would work for women of all skin tones. Products are free of parabens, artificial coloring, mineral oil, talc and a list of chemicals found in many mainstream brands. Laws of Nature’s foundations come in 15 different shades and satin and matte formulas. Not sure which shade is right for you? Laws of Nature offers sample kits.

BLAC Minerals‘ founder Merced Boyce launched her company with a mission “to create products that are high performing and easy to use,” says Boyce. “I wanted to address four main issues with my line that I know women of color deal with in regards to finding suitable makeup.” That meant developing products, says Boyce, that have a wide range to compliment our skin tones, that do not leave an ashen/grey undercast, that are rich in pigments, and that are created using more natural ingredients that don’t feel or look heavy. BLAC Minerals’ is best known for its mineral foundations, and the entire line doesn’t include mineral oil, petroleum, synthetic fragrance or parabens, and is vegan and cruelty-free. “I personally feel like I have created a line that speaks to every pain point we as women of color face when searching for beauty products that speak to us and work for us,” says Boyce.

If you’re searching for beauty tips on YouTube–admit it, you are–you’ve likely seen Lake Louis touting her line, Plain Jane Beauty. Louis started the company in 2011  to provide natural and organic cream foundations for skin tones from ivory to ebony. Now, PJB has “17 shades and counting.” Along with all you needs for a “beat face”–setting powder, concealer, blush, and highlighters–PJB makes divine lip shines. It’ll will be hard to choose, so grab some samples.

Another YouTube fave is Juvia’s Place, a brand that’s made its mark with intensely pigmented eye shadows in a wide range of colors. The shadowsare beautifully packaged, and available individually or in paletttes with between 9 and 16 colors.

Addicted to lip color? The Lip Bar is your go-to stop. Launched in 2012,  founder  Melissa Butler created the line for a “minimalist girl who believes a pop of color on the lips will give you enough confidence to take on the day and kick its ass!” The lipsticks, glosses and matte lines are vegan and cruelty free, and keep lips conditioned with ingredients including shea butter, coconut oil, and sweet avocado oil. To help you choose, the site’s has a feature where you can “try-on,’ shades. What’s not to love?

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