1. The Lip Bar liquid matte lipstick comes in a ton of universal lip shades that are each beautifully pigmented *and* stay in place all day. The red? Stunning! The sultry purple? Gorg! And the bold pink? Oh... it can't be beat. Add on the fact that they're hydrating, too, and I'm 100% sold.

Kayla Boyd / BuzzFeed, Target

The Lip Bar is a woman-owned business. All of their products are vegan and cruelty-free — and they do so much more than just lipstick — check out all of their face and eye makeup as well!

BuzzFeed Editor Kayla Boyd had to say: "I use The Lip Bar's matte liquid lipsticks often, and the formula is truly incredible. It hardly budges at all throughout the day, the pigment is bomb, AND it doesn't dry out my lips at all — which is really difficult to find in a matte lipstick." 

Get it from Target for $16.99 (available in 21 shades) or from The Lip Bar for $14 (available in 15 shades).

2. Topicals's brightening eye masks rid you of dark circles, puffiness, and all of those annoying "you look so tired" comments thanks to ingredients like caffeine and kojic acid. Apply a pair in the mornings, after a long evening, or just when you need a mid-day pick-me-up. They'll feel so hydrating!

Topicals

Topicals is a WOC-founded small business started by Claudia Teng and Olamide Olowe. The brand is all about helping you love the skin you're in, with a little help from their effective, science-backed products.

Promising review: "Love it. This is my favorite eye patch! It feels so nice on the skin and doesn’t [slide] off. My eyes were visibly less puffy after usage!" —AnnaHearts, Sephora customer

Get a six-pack from Amazon or Sephora for $22.

3. Bread Beauty Supply's Hair Oil Everyday Gloss hydrates, repairs, and coats hair in a lightweight, nongreasy formula. Thanks to ingredients like Kakadu plum oil and safflower oil, you'll get silky and shinier hair with limited frizz.

Sephora, Bread Beauty Supply

Bread Beauty Supply is a Black woman-owned small business that creates amazing haircare specifically for those with curl types 3a–4c.

Promising reviews: "I will probably never stop using this oil. I love it that much. Seriously though, I have very, very thick hair that gets frizzy like a lion's mane. I use this oil after I've heat styled my hair to tame the frizz, and I use it on second/third day hair. It's truly a magical hair oil! When applied after styling, I use 3–4 drops (on thick, mid-back length hair), and the oil leaves my hair looking soft, shiny, and sleek. For days in between washing, my frizz loves to pop back up, but with 4–5 drops of the Bread Oil, my hair looks fresh...And it smells like gummy bears! The fragrance is fairly strong right after it comes out of the bottle, but once it's on your hair, it dissipates to a very faint but still sweet smell. I think the fragrance is the perfect amount."  —duckyy

"My hair is very fine and can easily look greasy if products are too rich for it, but this product is a total home run. The oil has a thickness that reminds me of hair serums or products with dimethicone, but unlike dimethicone products, this formula actually absorbs into my hair and nourishes it instead of leaving a residue or coated feeling behind. My hair is shiny and healthy-looking, but doesn't feel like there's any product in it, and that is exactly what I need and want in a product like this. The bottle is made from sturdy glass, and the oil smells like a bright and fruity Lip Smackers gloss from the '90s, but the scent disappears after application, so it doesn't become too much. It's such a joy to use."  —nleslie63

Get it from Sephora for $18.

4. Ami Colé lip treatment oil protects and hydrates your lips like no other. The awesome oil-to-gloss formula kicks dryness to the curb and nourishes your lips, leaving a nonsticky, disco ball kinda glow. 

Ami Colé

Ami Colé is a brand "inspired by Senegal, born in Harlem, NYC," as their website proudly proclaims. With product tones and colors that compliment those with melanated skin, they provide high-quality, clean beauty to an often-ignored audience.

Promising review: "I’ve never used up a lip product until this one! This lip treatment oil is absolutely the best out there. It feels more like a lipgloss than an oil and stays on your lips for a long time. It is not sticky at all. Really nourishes your lips too." —kreysak, Sephora customer

Get it from Amazon, Sephora, or straight fromAmi Colé for $20 (available in six shades).

5. Black Girl Sunscreen moisturizes and protects skin without leaving a greasy white cast. While it works for all, BGS is specially designed for melanated skin!

Target

Learn more about sunscreen and SPF at the American Academy of Dermatology (AAD) and be sure to check out BuzzFeed's post on sunscreen myths.

Black Girl Sunscreen is a Black woman-owned small business. The sunscreen comes in three versions: original SPF 30, matte SPF 45, and a kid's SPF 50. Each is paraben-free, fragrance-free, vegan, and cruelty-free!

Promising reviews: "It’s GREAT! I use sunscreen on my face every single day. I live in FL so it’s a necessity. Finally, a sunscreen that doesn’t leave a white cast, feels good on my skin, and it’s moisturizing. I will definitely be purchasing this again." —Katrina H., Target customer

"Finally! A sunscreen that’s made for people with an abundance of melanin! This doesn’t leave a white cast, and it doesn’t have much of a scent to it. It goes on effortlessly and leaves my skin feeling moisturized and protected. Do you understand how long it’s taken me to find an SPF for my skin?! I’m so thankful that it’s available at Target, and I hope they continue to stock the shelves with this product!" —Jay, Target customer

Get it from Target for $15.99or from Black Girl Sunscreen for $18.99. 

6. Fenty Beauty's Pro Filt'r Matte Foundation provides long-lasting, buildable coverage — without the heavy, oily feeling that many other foundations leave. And with 50 shade options, you're bound to find one that matches perfectly. Thank you, Riri. 👏🏾

Negesti Kaudo / BuzzFeed, Fenty Beauty

BuzzFeed writer Negesti Kaudo uses this matte foundation and is never going back to anything else! “Because I love all things Riri, I've been collecting Fenty Beauty products since the Galaxy collection drop. I already had a foundation, so it took me a few years to finally invest in the Pro Filt’r Soft Matte foundation, but ever since I did, I HAVEN’T LOOKED BACK. It's flawless, smooth, picture-perfect, and glides and blends effortlessly with a brush or a sponge. I recommended it to my sister, and now she's a Fenty beauty-only person, too. Love it. LOVE. IT.”

Promising reviews: "I've worn different foundations for over 20 years, and this is the best I've ever used. My skin never feels heavy, and it has a reasonable price point." —Famia T., Fenty Beauty customer

"I took the shade finder quiz, and it worked! I love the foundation! It feels lightweight and not thick. It provides the matte and buildable full coverage that I desire while looking natural. It’s so hard to find a foundation for light brown skin with golden olive undertones, but Fenty Beauty nailed it with this!" —Tracy C., Fenty Beauty customer

Get it from Sephora or from Fenty Beauty for $40 (available in 50 shades and two sizes).

7. 54 Throne's truly multitasking body butter hydrates dry skin, scalps, tattoos, AND (according to reviewers) soothes irritated skin, eczema, and psoriasis. It uses two types of all-natural shea butter and other clean ingredients to ~literally~ bring skin back to life. 

Amanda Davis / BuzzFeed

I'm happy to report that I've have found *thee* body butter that not only has my skin glistening like a glazed donut in the sun, but it leaves my skin feeling hydrated, moisturized, AND it smells amazing, too. The rich, creamy, and suuuper thick texture is incredibly smooth, especially when rubbed in. My favorite scent is Egyptian Lavender + Moroccan Mint. I've been using it on my hands daily since I got the opportunity to try the brand. But when I'm feeling ~fancy~ (or am just going out for the night), I apply the Kenyan Hibiscus + Moroccan Rose all over after I shower to lock in a beautiful, floral scent. Once you try it, you won't be able to live without it in your beauty routine!

54 Thronesis a Black woman-owned small business that makes natural, clean skincare products. 

Get it from Sephora for $12+ (available in three sizes and four scents) or straight from 54 Thrones for $24 (available in five scents).

Check out BuzzFeed's full review of 54 Throne's Beauty Butter for more details!

8. Beauty Strike Rosewater Toner is the perfect addition to your skincare routine, as it helps reduce acne, balance pH, and hydrate skin! Use it after cleansing to clear your pores of any dirt you may have missed.

Beauty Strike

Beauty Strike is a Brooklyn-based small business founded by Emani Mone Jeter, a third-generation beauty professional and licensed esthetician. She creates natural cleansers, toners, treatments, moisturizers, and more that are recyclable. 

Get it from Beauty Strike for $18+ (available in two sizes).

9. Knc Beauty's Supa Scrub Set comes complete with *super* moisturizing shea butter and sunflower oil-infused lip scrub AND a lip scrubber tool to make the exfoliation process even easier for you. 

Knc Beauty

Fun fact: Knc Beauty is Beyoncé approved! The Queen Bee added the California-based small biz to her Black Parade directory of Black-owned businesses in 2020.

Get it from Niche Beauty for $21 (originally $28) or straight from Knc Beauty for $28.

10. Gloss Bomb Lip Luminizer is one of Fenty Beauty's top sellers and a personal favorite. It's nonsticky and long-lasting, and every color has its own shimmery vibe.

Amanda Davis / BuzzFeed

The Gloss Bomb has been a purse essential for me, probably since the day it launched. The nonsticky factor is huge for me, but I also absolutely love how versatile it is. It's perfect on top of lip liner and great by itself, too. And the ✨shine✨ is impeccable. People can probably spot me a mile away after I apply it, which I count as a very good quality in lip gloss.

And if you didn't know, Fenty Beauty is 100% cruelty free!

Promising reviews: "It took me a while to buy this gloss because of the price, but I’m so glad I did. I absolutely love this gloss by itself or over other lipsticks. It wears so well and stays on for a long time. I definitely get the hype, and this is one of my makeup must-haves." —Jaddess

"Absolutely stunning. The scent is amazing, and the formula is so hydrating. Makes your lips look lovely and super shiny, and this is just one of those products that makes you feel beautiful without a lot of effort. —madsmj

Get it from Sephora for $21 (available in seven shades).

And get the shade 'Cheeky' (what I'm holding/wearing above) from Fenty Beauty!

11. The Editorial Nail press-on nails are so cute, they'll make you want to talk with your hands like never before. These gorgeous and unique sets are durable AND reusable. And you even get your pick between a glossy or matte coat. 💅

The Editorial Nail

All sets are handmade and include a nail buffer, nail glue, temporary adhesive tabs (!!), an orangewood cuticle stick, and one alcohol wipe. 

The Editorial Nail is owned by award-winning nail artist Gracie J!

Promising reviews: "The pressons are great quality! I have wide nail beds, and it's hard finding nails that fit. These work for me! I will be purchasing again in the future!" —Morgan V

"Love them! They last long and stay looking nice!" —Renée C

Get them all from The Editorial Nail: 'I Minit That' (pictured on the left) for $30, 'Making Waves (pictured on the right) for $18+, and tons of other designs).

12. Oui The People's gel-to-milk shave gelis a *must* in your body skincare routine! Not only will it make for a smoother, closer shave, but it'll leave your skin brighter (thanks, vitamin C!) *and* more hydrated, too.  On top of it all, reviewers say the light scent is — *chef's kiss* perfection. 

Oui the People

Oui the People (originally Oui Shave) was founded back in 2015 by Karen Young. The brand is known for its amazing skincare and shaving products made to limit ingrown hairs and razor burn. Fan favorites include the Sensitive Skin Razor, which provides a close shave, getting even the thickest, most stubborn body hair.

Promising review: "[This gel] elevates shaving to a spa experience. I started using this during shelter in place. This makes shaving feel like a part of my self-care ritual. You only have to use a very small amount, zero shaving burn, and it smells amazing. The price may seem steep, but it lasts longer and does a better job than other shaving creams." —Mindy F., Oui The People customer

"This moisturizing shave gel is absolutely AMAZING in just about every way. It’s very pricey for what it is, but it’s a luxury that I’m only too happy to provide for myself because of how great it is. First, the light scent is great so that it doesn’t clash with any of my other self-care products. Second, the gel-to-milk is a neat experience and makes it so that I use less of the product than I do with other shave gels and creams. And finally, it provides an amazing shave, and I helps prevents nicks and cuts. Every time I use this I love the way my legs feel after. So soft and smooth. I love it." —Melissa C., Oui The People customer

Get it from Oui The People for $62 or Sephora for$64.

13. A rose-infused body scrub will exfoliate your skin, clear your mind, and soothe your sense of smell — and there's no going back after all that happens! This beautiful scrub is made with raw cane sugar, coconut oil, dried rose buds, and other organic ingredients.

Fresh Seed Glow / Etsy

Fresh Seed Glowis a small biz based in Brooklyn, New York! They create skincare products made with plant-based ingredients.

Promising review: "This scrub is SO lovely and the perfect self-care item to make you feel loved and pampered!!" —Arun

Get it from Fresh Seed Glow on Etsy for$25.

14. Danessa Myricks Beautyblurring balm powder is the two-in-one product everyone needs in their beauty drawer. It's a highly pigmented, skin-smoothing tint that can be used as a blush *and* lip balm! They're made with upsalite and hyaluronic acid to help absorb sweat while maintaining skin hydration, too.

Sephora

Danessa Myricks Beautywas founded by Makeup Artist Danessa Myricks.

Promising review: "This blush is amazing!! the color is everything: smooth and pigmented!! the formula is really nice and blends well<3 looks so good and flushed!" —el015

Get it from Sephora for $25 (available in six colors).

15. Adwoa Beauty Blue Tansy Reparative Mask has a specific formula made for those with curly, coily, and wavy hair to strengthen those gorgeous locks and *keep* them that way! Tons of reviewers say that after using this mask, their curls are bouncier, stronger, and way less frizzy.

Adwoa Beauty

Adwoa Beauty was created by Julian Addo, whose traditional name is also Adwoa.

Promising review: "The holy grail in my hair routine!!! HONEYYYYYYYY! After a silk press, I tried this, and when I tell you, my curlssssss were better than ever after I washed this out! I couldn't believe it, I didn't even apply the leave in, and my curls were POPPIN!!" —Reenmarie, Sephora customer

" [I have] 3c,4a hair, and I'm very picky about what I use, and I looove this hair mask. It smells so so good, and the smell lasts for a long time: sweet, citrus, and floral notes. It detangles as well, but its real superpower is smoothing and shining rough hair. I'm not the best about trims and moisturizing, but this does what it says: repairs! It's worth every penny!" —maybach, Sephora customer

"My hair was extremely damaged, and I was struggling to figure out how to make it happy. Blue Tansy Reparative Mask was and is the answer... It makes my hair soft and provides moisture and nutrients. I have found it works best for my hair when I sit under a hooded dryer for around 20-30 minutes. I can feel my hair celebrating at the roots while I'm sitting under the dryer." —atlantawoman, Sephora customer

Get it from Amazon, Sephora, or straight from Adwoa Beauty for $44. 

16. Glow by Daye satin scarvescan be worn to bed or as stylish accessories. The double-layered silky smooth material is great for retaining moisture and preserving shine.

Amazon, Amazon

Promising reviews: "My hair is wavy and putting my hair up in a pineapple alone at night was stretching my hair out. This scarf is the first thing I've used for sleep protection that is comfortable to wear and truly protects my waves, usually so well that I don't necessarily have to refresh the next morning." —Katie P.

"Gorgeous scarf! Material is high quality and beautiful pattern." —Melissa

Get it from Amazon for $24.96 (available in eight prints).

17. AND a bonnet hair dryer attachment(also by Glow by Daye)! This gadget is kind of genius. Not only does it make drying your hair at home *way* faster*, but it's adjustable and can attach to the blow dryer you already own! When not in use, it folds up to be super compact.

www.amazon.com

Promising review: "Large enough to fit over a full head of Velcro rollers!! The drawstring helps keep the hat on. Good quality. Just make sure you keep your dryer on low & alternate between the cool setting because it gets hot quickly! Has venting holes to let air out. Good price for such a helpful item that helps dry my hair. Happy I don’t have to stand there with my dryer in hand, I rested the dryer on the counter & caught up on emails. :)))" —David Theophilus 

Get it from Amazon for$21.96(available in black and purple). 

18. Eadem Milk Marvel Dark Spot Serum has vegan ingredients like papaya enzymes, amber algae, and glycerin that work together to fade hyperpigmentation and minimize pores for smooth, even skin.

Eadem

Eadem is a BIPOC-owned small biz founded by Marie Koudaio and Alice Lin. They created their very own Milk Marvel Smart Melanin Technology, which makes Milk Marvel one of the most compatible and efficient products to fade stubborn dark spots on darker complexions.

Promising review: "I don’t usually get dark spots, but when I do, they do not go away. I've been using this product, and my dark spots have been fading. I also find my skin smoother and less textured. My makeup is applying so much better; I no longer have to apply a silicone base primer! I have told my friends all about this product." —favbbygrl, Sephora customer

Get it from Sephora or straight from Eadem for $68.

19. Cay Skin's sea moss-infused face moisturizer with SPF 45! Not only will you have ~glowing~ moistured skin, but you'll also have some great sun protection, too. This award-winner is great for all skin types, features a beautiful shimmer, and ...drum roll please... has ZERO white cast! 👏🏾

Cay Skin

Learn more about sunscreen and SPF at the American Academy of Dermatology (AAD) and be sure to check out BuzzFeed's post on sunscreen myths.

Promising reviews: "I never tried this brand, so I had no idea what to expect from this product. I love it. It seeps in very quickly while moisturizing and leaving a beautiful glow. Smells luxurious too, not too strong. It also works beautifully with my other skincare products and my makeup. No pilling or separation!" —Mad2394

"A must-have. I have at least six different facial SPFs, as I wear sunblock 24/7, rain or shine. So I thought I would try this brand, and very glad I did. I put my serums on, then this, then my makeup. No piling here. Gives me a nice glow under my foundation, no glitter look just a glow. Basically, I use it as a primer. Will continue to purchase this." —twingrandma

Get it from Sephora for $36.

20. A super-fun Crayon Case Note Pad Mini Eyeshadow Palette! It gives you eight bright 'n' bold colors fit for anyone whoo wants their makeup to ✨pop✨. The pan shadow palette includes highly pigmented mattes, vibrant shimmer shades, and a convenient mirror.

The Crayon Case Cosmetics, www.instagram.com

The Crayon Case is a Black woman-owned beauty brand based in Louisiana that sells fun, highly pigmented beauty products that are all designed to look like school supplies. How fun!

Promising reviews: "I enjoyed using the Black Notepad Mini Palette. I love that you get so much of the color on the eyelid. It is a beautiful concept for a product." —Tiffany M., The Crayon Case customer

"I got the green edition to compliment my hair that I recently dyed. The consistency/formula is really nice...The attention to detail in the packaging is wonderful, and it looks so cute! From the sides and when you open it, the 'paper' is lined and it gives a really realistic effect...Overall, really great and definitely worth the price; I will be ordering more colors for sure." —Roni, The Crayon Case customer

Get it from Amazon for $15 (available in three color palettes) or straight from The Crayon Case for $15 (available *eight* color palettes).

21. Beauty Bakerie's metallic lip whip makes you feel like a BOSS every time you put it on — and what better way to leave the house? Reviewers say it's absolutely gorgeous in person, is long-lasting, and smudge-proof.

Beauty Bakerie

Beauty Bakerie is a cruelty-free cosmetics company founded by Cashmere Nicole. They provide tons of vibrant, high-quality cosmetics, including everything from lashes and eyeshadow palettes to lip scrubs and primer — all adorably packaged to fit the baking theme, and all highly rated.

Promising review: "MY ALL-TIME FAVORITE. Of all the metallics, Royal Tea is my favorite shade. I wear it almost every day, whether I'm dressing up or dressing down. It complements my skin tone, is not drying, and lasts all day. If I don't remove it, it's still there when I wake up. I can't get enough of this color!" —Natalie B. 

"Not only does the metallic have a shine without the annoying stick of gloss, but the color is stunning. It’s bold, and I feel like a boss." —Jade G.

Get it from Beauty Bakerie for $22 (available in two metallic shades and 17 matte shades).

22. Pattern Beauty shampoo and conditioner work gently to remove build-up and dirt while moisturizing and hydrating curly, coily, and wavy hair types. This duo will rid the nitty gritty *without* damaging hair by infusing aloe leaf juice, biotin, and jojoba oil.

Sephora

Pattern Beauty provides those with for curls, coils, and tight textures with the tools to nourish and enhance curls with healthy, safe, and effective ingredients. And the cherry on top? It's founded by actress Tracee Ellis Ross!

Promising review (for shampoo): "Staple Product! After using this shampoo, my hair feels so good and is shiny. The temps have dropped, and my hair has become so dry. This product is very hydrating and would highly recommend it." —LadeGodiva, Sephora Customer

Promising review (for conditioner): "I'm obsessed! This smells so good. It's a soothing scent. My curls look amazing after using this. My curls are defined, and this doesn't weigh my hair down. My hair is extremely soft and moisturized. I would definitely recommend this!" —Rannie61, Sephora Customer

Get them from Amazon: the hydrating shampoo and themedium conditioner, both for $12+ (available in three sizes each), OR from Sephora: the hydrating shampoo and themedium conditioner, both for $12+ (available in three sizes each.

23. The Buttah. facial cleansing device is a silicone brush that deep cleans and exfoliates skin, while stimulating blood flow at two different speeds. Just apply your preferred cleanser and prepare to never look back. 

buttah., buttah.

Buttah.was founded in 2018 by Dorion Renaud specifically to help nourish multicultural skin.

Promising review: "Buttah Vibe Brush has a great design. It fits well in your hand and is very easy to grip. The two speeds are perfect, and it does an excellent job of cleaning your face. It is not too firm but firm enough to get the job done. I have included it in my daily regimen." —Phillip M., Nordstrom Customer

Get it from Nordstrom or from Amazon for $54. 

24. An oversized organza scrunchie earns the title as the perfect romance-inspired finishing touch to any outfit. Because of its size, it'll ~definitely~ be able to securely hold those with thick, luscious locks, whether you have beautiful curls or braids.

Fibs & Fables

Fibs & Fables is a Black woman-owned small business based in Washington, DC that sells gorgeous, romantic hair accessories.

Get it from Fibs & Fables for $27 (available in three colors).

25. Hyper Skin's Hyper Even Brightening Dark Spot Vitamin C Serum is a clean, vegan serum that hydrates skin and tackles those pesky dark spots that are difficult to treat. Ingredients like, turmeric root, hyaluronic acid, aloe, and (of course) vitamin C leave skin bright and even with once-a-day use.

Hyper Skin

Hyper Skin is a Black woman-owned small business that's changing the skincare game for darker and melanated skin tones. Their formula is specifically focused on treating the unique needs of skin of color, but works wonders for all. (Just look at those before and after photos!).

Promising reviews: "I never write reviews for anything, but OH MY GOD. The things I would do for this serum… the things this serum has done for me. I have cystic acne and PIH, and this product has helped with both a ton. I can see my dark spots getting lighter every day. 1,000/10 recommend." —nvcj, Sephora customer

"Top tier. What made me curious about Hyper Skin [was seeing it] on Instagram. They hyped up the product so much that I actually wanted to try it, and they DID NOT DISAPPOINT!!! I love everything about this product. it’s not sticky like many Vitamin C serums, and it sinks into my skin beautifully. It has contributed to my dark marks becoming lighter... I would 100% repurchase this serum." —Snw95, Sephora customer

Get it from Sephora or from Hyper Skin for $36+ (available in two sizes).

26. Melanin Haircare leave-in conditioner uses ingredients like aloe vera, bamboo extract, and pro-vitamin B5 to revive and enhance curls. 

Christine Forbes / BuzzFeed

Melanin Haircare is a Black woman-owned small business that makes conditioner, shampoo, oil, and other accessories for afro-textured hair.

Promising reviews: "ONE OF THE BEST LEAVE-INs!! MH never disappoints. One of the best leave-in conditioners I've ever used. Nourishing, creamy, fluffy, and light. My hair loves it! Light spearmint fragrance that disappears when using additional products but isn't offensive at all. I'm on my fourth container. It's well worth it! Another MH win!" —SephoraGroupie7, Sephora Customer

"I have been using this product since the day it launched. I have 4c natural hair, and it immediately melts my curls. The smell is light and not overpowering. Definitely a game changer." —marshall869, Sephora Customer

Get it from Sephora for $23 or straight from Melanin Haircare for $12+ (available in two sizes). 

27. Fenty Beauty's Instant Retouch Concealer makes your under-eye bags look nonexistent and helps you look wide awake and ready to conquer the day. Basically, it's a must for all those Zoom meetings you have lined up. Many reviews also mention the amazing "no creasing," even after all-day wear.

Fenty Beauty

Promising reviews: "I love this concealer. It's very lightweight, no wrinkles/creases, and very easy to blend and build if need be." —Antoinette B., Fenty Beauty customer

"No creasing, all day wear, full coverage without looking heavy, lightweight feel, the warmth is perfect without too much red in the undertone. I love setting this concealer with the Pro Filt'r Loose Setting Powder." —Karen B., Fenty Beauty customer

Get it from Fenty Beauty or from Sephora for $30 (available in 50 shades).

Don't forget to use the shade finder quiz if you're unsure about your correct shade! Reviewers say it really helps.

28. PiperWai's best-selling activated charcoal natural deodorant (featured on Shark Tank!) is an aluminum-free, gender-neutral deodorant. The unique formula melts into your armpits and absorbs moisture like no other, not only leaving them smooth but providing long-lasting odor control. 

www.instagram.com, PiperWai

PiperWai is an all-natural, vegan, and cruelty-free hygiene brand. They also provide sustainably made and packaged body wash. In 2021, they even made the switch from glass and virgin plastic containers to more earth-friendly materials like recycled ocean waste plastic and sustainable aluminum.

Promising review: "Other deodorants/antiperspirants tend to cause painful boils in my underarms or my skin to break out. The sprays have been my go-to deodorant, but I still have issues every so often. PiperWai has given me no issues at all, and the antiperspirant effect of the charcoal works way better! I tend to sweat a lot and it definitely keeps everything under control." —Jenna R., PiperWai Customer

Get it from PiperWai or from Amazon for $13+ (available as a cream or stick). 

29. The Doux Mousse Def texture foam nourishes and holds hair, whether your curls are flowing free or slicked back into a bun. The brand brings a new meaning to hair care as it was founded by a licensed cosmetologist. 

Target

The Doux is Black and veteran-owned by licensed cosmetologist Maya Smith and husband Brian. The hair care brand also provides leave-in conditioner, shampoo, and curl cream.

Promising review: "WHAT’S POPPIN? MY CURLS!!! My local supply store Noire Beauty recommended The Doux, and I am ELATED!!! I finally found an amazing product without coconut oil or very little. My hair hates it. But The Doux has changed my life. I literally went from an hour or more to 20 minutes max to style my hair. I gave away all my other products and The Doux is ALL I use. I’ve recommended the products to everyone. Products work, are affordable, and its Black owned. A+++++. So now my CURLS ARE POPPIN!!!!!" —M.

Get it from Target for $19.99.

30. Beauty Stat Universal C Refiner is a vitamin C serum receiving tons of praise for its mind-blowing results. It's the perfect choice for brightening and firming skin. And because it's fragrance-free, it's great for those with sensitive skin, too!

BeautyStat, BeautyStat

BeautyStat is a small biz that was founded by cosmetic chemist Ron Robinson, who previously worked developing Clinique, L’Oreal, and more. He has since created the first serum with 20% stable and pure vitamin C (meaning it never oxidizes or turns brown), which is BeautyStat's best-selling Universal C Refiner.

Promising review: "I LOVE BeautyStat's Universal C Skin Refiner! It has more of a cream consistency/texture than your typical serum. This is my third bottle of the stuff. I just use one pump on my face after cleansing in the morning. I have a pretty simple skincare routine but a Vitamin C product is a must-have, and this is my fave." —Marie, Dermstore Customer

Get it from Amazon, Nordstrom, or Dermstore for $85.

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Reviews have been edited for length and/or clarity.