How to Support Black Lives Matter in the Beauty Industry


As the creator of Makeup By Makena, my mission is to “empower others through the art of makeup.” This statement does not apply to just white people; it applies to everyone, including Black people, who are excluded from and underrepresented in the beauty industry far too often. Whether we like it or not, by purchasing a brand’s products, we are supporting the ethos of that brand. So today, I am sharing brands with more inclusive shade ranges and brands that have been created by women of color that you can support not just today but every day.

10 Brands with Inclusive Shade Ranges You Can Support Today

Although it should not be a privilege to be able to find the correct shade of foundation, it is, and it breaks my heart that some of you cannot enjoy the same products I enjoy because the brand has excluded your skin tone from its range. Although bronzers and other products are even farther behind, here are a few brands of foundation that have more inclusive shade ranges, which is judged not only by the number of shades but also by the ratio of dark to light shades.

  • Anastasia Beverly Hills: The Luminous Foundation line consists of a wide variety of medium and deep shades.
  • Bobbi Brown: The Skin Long-Wear Weightless Foundation has 41 shades.
  • Cover FX: The Custom Cover Drops come in 30 shades total, with 8 light shades, 13 medium shades, and 7 deep shades.
  • Estée Lauder: The iconic Double Wear Stay-in-Place Foundation includes an impressive 56 shades in its range.
  • Fenty Beauty: Both versions of the brand’s famous Pro Filt’r Longwear Foundation are available in 50 shades.
  • KVD Vegan Beauty: The Lock-It Foundation is available in 44 shades, with more deep shades than light shades.
  • Lancôme: The Teinte Idole Ultra Long Wear Foundation is sold in 50 different shades, from very fair to very deep.
  • L’Oreal: With 45 shades, this affordable and high-quality brand caters to all skin tones.
  • MAC Cosmetics: Loved by makeup artists, the Studio Fix Fluid Foundation has 63 shade options.
  • Maybelline: The beloved Fit Me Matte and Poreless Foundation can be purchased in 40 shades.
  • Pat McGrath Labs: The Sublime Perfection Foundation comes in 36 shades, with a high ratio of dark ones.

10 Black-Owned Beauty Brands You Can Support Today

Here are just a few of the amazing companies owned by women of color who have committed themselves to empowering all individuals, not just some. These brands ensure that their products are accessible for people of all skin tones, and they are all known for their high quality.

  • Beauty Bakerie: Founder Cashmere Nicole wants to motivate others to be “better, not bitter,” and her assortment of makeup is based on sweet treats, making it the cutest thing ever.
  • Briogeo: Nancy Twine aspired to create a clean, natural line of hair care, and that she did. The renowned brand, which is available at Sephora, features products personalized for your hair type.
  • Coloured Raine: Determined to create a line of cosmetics that enabled people of every skin color to express themselves through the art of makeup, Loraine Dowdy founded the brand in 2013. It is known for its vivid and colorful products.
  • Fenty Beauty: When Rihanna released her new line of makeup products in 2017 with 40 shades of foundation, she sparked major conversations in the beauty industry about inclusive shade ranges.
  • Iman Cosmetics: Founded by the iconic supermodel of the same name, this affordable brand creates sleek and sophisticated products specifically designed for women of color.
  • Juvia’s Place: Inspired by the continent from which so many makeup techniques originated, Chichi Eburu created a vibrant brand to honor the various rulers of Africa. It is known for its colorful and affordable eyeshadow palettes.
  • Mented Cosmetics: This incredible brand began when two friends, KJ Miller and Amanda Johnson, committed themselves to making the beauty industry more inclusive, recognizing that “nude” should apply to all skin tones, not just light beige.
  • Pat McGrath Labs: Pat McGrath is one of the most influential and talented makeup artists, and although expensive, her products are some of the best quality at Sephora. Through them, she seeks to innovate and include.
  • The Lip Bar: Dedicated to challenging American beauty standards, Melissa Butler’s brand represents all skin tones, whether that’s through its lippies or its foundations.
  • UnSun Cosmetics: Frustrated by the lack of suitable sunscreen for women of color, Katonya Breaux created her own brand of in 2016, with both clear and tinted options at an affordable price.

Learning and taking action to be anti-racist is not something that can ever be ‘done,’ so if you have more ideas for how to support people of color in the beauty industry, please let me know.

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