Be a part of the change. Invest into brands owned by POC, giving them the economic support they need to flourish.
Unfortunately, it can be quite common that people of colour may leave the drugstore empty-handed because of the struggle to find a product that’s suitable for their hair. In addition to that, it can also be difficult to find the right shade of foundation for their skin tone within a sea of ‘porcelain’ and ‘ivory’.
BAME communities purchase nine times more beauty and haircare products than any other ethnic group, yet own less than 1% of that market share. So, with that being said… it is time for an industry overhaul. It is time to promote brands that are owned and catered to black men and women. These labels are at the forefront of the charge, calling for the equality, exposure and respect they deserve.
“Things are definitely changing for the better,” says Ekwy Chukwuji-Nene to Stylist Magazine, the founder of plant-based hair brand Equi Botanics. “In this age, black female owned businesses now have direct access to social media to spread the word. We have to create what we need, rather than waiting for mainstream brands. They do not understand our needs and try to ‘rescue’ us with half-hearted attempts just because they’re realising the power of the afro hair market.”
People of colour deserve suitable hair products
Thanks to these following boutique brands, afro hair is finally getting the premium, nourishing products it deserves.
A brand with humble beginnings, starting out from its founder’s kitchen, Equi Botanics holds safety as their main objective. “We avoid synthetic ingredients, opting for potent plant actives for fragrance and conditioning to combat the harmful aftermath of tight hairstyles and chemical relaxers,” says Chukwuji-Nene. The range consists of three incredibly moisturizing products, all of which are under £20!
This game-changing brand is the creation of Loretta De Feo, who after years of frustration at what was on offer on the market (or, more aptly, what wasn’t), she created Dizziak. Her products cater for all hair types without relying on harsh chemicals. Plus, the monochrome packaging makes them a super chic addition to your beauty cabinet!
Without these pioneering brands, the beauty industry wouldn’t be representative of the world that we live in.
Finding the right shade can be an up-hill battle! Hence, many beauty brands do not cater for BAME skin types or have extremely limited offerings. Enter Uoma. With 51 shades in their collection, science underpins how they achieve diversity. In brief, the Fitzpatirck scale measures the skin’s reaction to the sun, the brand has identified six colour groups that share similar characteristics and needs. On the whole, this makes your trip to the beauty aisle a whole lot easier. Founded by Nigerian born, London-based beauty editor, Sharon Chuter, UOMA Beauty understands that different skin tones have different needs – it cannot be ‘one size fits all’. Find your next foundation on beautybay.com, cultbeauty.co.uk or uomobeauty.com.
Founded by KJ Miller and Amanda E. Johnson, the makeup brand was born out of the frustration they both experienced not being able to find a nude lipstick that truly matched their skin tone. For example, nude is often misinterpreted within beauty. It is also limited to lighter shades that are not representative of all skin tones.
“We created Mented Cosmetics because we believe every woman should be able to find herself in the world of beauty. We know you’ll love being put first – because when it comes to beauty, no one deserves to be an afterthought,” the pair share.
On the whole, CrozNest is super excited for all these beauty and hair bosses. Thus being said, we can’t wait to see how they continue to take over the industry.
Words by Rhiannon Hudson