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, The Lip Bar

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 Amazon for $14.52+ (available in 14 shades) or from The Lip Bar for $15 (available in 21 shades).

2. Topicals' brightening eye masks have caffeine and kojic acid as the main ingredients to not only eliminate puffiness but *actually* help reduce dark circles, too! Who says you can't take your morning coffee in eye mask form?

Sephora

After trying these eye masks once, they are the *only* ones I use these days! I'd typically wear them for about 20 minutes, and they really do brighten up my under-eye area. So much so that when I had them on while getting ready for a wedding (I was the maid of honor), all of the other bridesmaids tossed their cheap gold eye masks and asked to try one of these. I especially love that these masks have an adhesive that *sticks*, so they stay in place, unlike a lot of other options. Trust me, these are elite!

Check out a TikToker gushing about the eye masks here!

Read more about the skincare benefits of caffeine at the Cleveland Clinic.

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 helps hydrate and repair 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.

Ulta Beauty, 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, Ulta customer

"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, Ulta customer

Get it from Ulta Beauty for $24 or from Bread Beauty Supply for $14+ (available in two sizes).

4. Black Girl Sunscreen protects skin without leaving a greasy white cast — just in time for travel, beach, and pool season. The water-resistant formula is infused with jojoba and avocado oils, too, so your skin will be nice and moisturized on top of it all. While it works for everyone, BGS is specially designed for melanated skin! 

Black Girl Sunscreen

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.

"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

Get it from Amazon for $11.99or from Black Girl Sunscreen for $10.99+ (available in two sizes). 

5. Ami Colé lip treatment oil can protect and hydrate your lips like no other. The awesome oil-to-gloss formula kicks dryness to the curb and nourishes your lips, leaving a non-sticky, disco ball kinda glow. One reviewer even called it "the BEST thing they've EVER put on their lips!"

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 complement 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 lip gloss 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 (available in five shades), or straight fromAmi Colé for $20 (available in three shades).

6. Cécred Reconstructing Treatment Hair Mask uses sea bukthorn oil, hydrolyzed rice (buh-bye split ends!), squalane, and bioactive keratin ferment to help  *visibly* reduce⬇️  damage to your hair and increase ⬆️  health and shine one use at a time. This awesome formula is great for all hair types — including wigs and weaves! — to strengthen those gorgeous locks and *keep* them that way. Oh, and reviewers say that it smells amazing, too. 

Ulta

If you didn't know, Cécred was founded by Beyoncé! 👑 🐝 

Promising reviews: "This hair mask is amazing. I'm natural and have 4a/4b hair, and every wash, I would have a lot of hair coming out when I detangle. I normally wear my hair in its natural state, so it wasn't damaged by heat, and I get trims once a month, yet I would still have a lot of hair coming out during my wash days. I used this product followed by the deep conditioner, and the next week, I had less hair coming out during my washes than I had seen before. I truly believe it was the mask that my hair really needed. But do follow the instructions for this product. My hair didn't feel brittle or dry after the mask, and my hair is doing great." —Patrice

"I have used this treatment twice during my weekly wash day... My hair is so soft afterward, and it smells divine. I have heavily bleached hair that has been balayaged twice a year." —Sarah

"This is the first product I've tried from Cécred, and I'm very impressed. I have naturally straight hair with medium thickness. I feel like any hair type could use this, though! It replaced my K18 hair mask. Leaves my hair silky." —Charlie

Get it from Ulta for $43 (also available in a travel size, which is great for testing it out first!)

7. Knc Beauty's face mask set comes complete with three sheet masks that work three different magical powers to get your skin lookin' clear and bright: Big Glo with white lily and jasmine extract to (obvi) help your skin glow ✨, Big Chill uses aloe to soothe your skin in the most relaxing way, and Big Drip is the major hydrator of the bunch. TL;DR they're all essentials, so you might as well get 'em in a pack!

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 Shopbop or straight from Knc Beauty for $28. 

8. 54 Throne's multitasking body butter hydrates dry skin, scalps, tattoos, AND (according to reviewers) helps soothe 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 two sizes and three scents) or straight from 54 Thrones for $24 (available in eight scents, including unscented).

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

9. Uoma Beauty 'Stay Woke' 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. This brightening concealer happens to be lightweight, long-lasting, and buildable too.

Uoma Beauty

Uoma Beauty was founded by Sharon Chuter, and made to be as rebellious and different as the people wearing it.

Get it from Uoma Beauty for $25 (available in 20 shades). 

10. Oui The People lactic acid body wash is a *must* in your body skincare routine! Not only will it make for smoother, more ~radiant~ skin (just ask the reviewers), but it'll help rid your skin of dark spots too. Truly skincare at its best! On top of it all, reviewers say the light orange blossom 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. 

Promising reviews: "Feels like luxury. The cleanser smells light and clean. It has a silk texture, and it leaves a light scent on the skin. I'm definitely purchasing this again!" —Tresina W., Oui The People customer

"Wow Factor Bodywash!!! This lactic acid body wash is amazing. I don't think I have ever used something that gave me results in such a short time. I have used it for two weeks, my skin is so soft, smooth, and definitely [brighter]. It really works, my skin is exfoliated and the dead skin cells have been washed off." —Salai S., Oui The People customer

Get it from Amazon or from Oui The People for$30.

11. 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 nearly 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 (available in 48 shades) or from Fenty Beauty (available in 41 shades) for $40.

12. And Fenty Beauty Gloss Bomb Lip Luminizer is one of Fenty Beauty's top sellers and a personal favorite. It's non-sticky and long-lasting, and every color has its own shimmery vibe. There's even a plumping version that's on my must-try list!

Amanda Davis / BuzzFeed

The Gloss Bomb has been a purse essential for me, probably since the day it launched. I have now tried five shades and have no plans on stopping! 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, Sephora customer

"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, Sephora customer

Get it from Sephora (available in eight shades) or Fenty Beauty (available in 11 shades) for $22.

13. Beauty Strike Rosewater Toner will be 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 $8+ (available in three sizes).

14. A rose-infused body scrub by Fresh Seed Glow helps 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.

15. Danessa Myricks Beauty blurring 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 11 colors).

16. Adwoa Beauty Melon Berry Leave-In Conditioner uses kalahari melon (to promote regeneration), strawberry (for protection), AND raspberry (for hydration) seed oils to revive and enhance curls. The deliciously fruity ingredient combo is lightweight, so it's a great choice for anyone who despises weighing and overly greasy hair products. Reviewers say it's an awesome detangler, too!

Sephora

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

Promising review: "The best for kids! I bought this and the gel for my toddler and Adwoa products are the ONLY thing I use for her hair. I have gotten so many compliments on her hair because it has gotten long and shiny. Will always recommend!" —queentrina, Sephora customer

"I just used this leave-in conditioner and my hair smells amazing! It's soft-looking and totally gets rid of any frizz! I have this coarse, dark curly hair and I'm really in love with this stuff!!" —abbykitties, Sephora customer

"Fine hair holy grail. I recently tried the Melonberry Hair Milk by Adwoa, and I can't recommend it enough! As someone with fine, wavy, and curly hair (2B/2C), finding the right products can be a challenge, but this one has truly exceeded my expectations. Right from the first application, I noticed how lightweight and nourishing the formula is. It effortlessly glides through my hair without weighing it down, which is crucial for my fine strands. The Melonberry scent is absolutely delightful—fruity and fresh, it leaves my hair smelling fabulous throughout the day. What I love most about this hair milk is its ability to define my curls without making them feel crunchy or stiff. After using it, my waves are bouncy and well-defined, with just the right amount of moisture. It provides excellent hydration, keeping my hair soft and manageable, even on days when the humidity tries to play havoc with my curls. Additionally, I appreciate the natural ingredients that Adwoa incorporates into their products. I feel good knowing I'm using something that's not only effective but also good for my hair. The Melonberry Hair Milk has quickly become a staple in my hair care routine, and I can't imagine being without it. If you have fine, wavy, or curly hair like mine, I highly recommend...It’s a game-changer that will leave your hair looking and feeling its best!" —Madeline42, Sephora customer

Get it from Amazon for $21.60 or from Sephora for $24. 

17. 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

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 four prints).

18. 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 and 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 and caught up on emails. :)))" —David Theophilus 

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

19. Splurge-worthy 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 Amazon, Sephora, or straight from Eadem for $68.

20. Cay Skin's sea moss-infused face moisturizer with SPF 45! Not only will you have ~glowing~ moisturized 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.

21. Mented Cosmetics' Everyday eyeshadow palette provides nine *very* pigmented nude and neutral shades (shimmer and matte), so you're stocked with the forever-complimentary basics. They also happen to be vegan, paraben-free, nontoxic, and cruelty free!

Mented

Mented Cosmetics is a small business beauty brand founded by two awesome Black women, KJ Miller and Amanda E. Johnson. The idea for the brand began after a conversation helped them realize there was no perfect nude lipstick for their skin tones. Shortly after, Mented Cosmetics was born!

Promising review: "The colors are SUPER pigmented, stay in place, and don’t wear off. Queen Sugar is my absolute fave color, the shade is so pretty, and it pops the crease on my hooded lids! Use it everyday I go to the office/date nights and girls nite out…LOVE THIS PALETTE!!" —Jillian B. 

Get it from Mented Cosmetics for$28. 

22. Bask and Lather strong hold edge control *doesn't* flake or have a white cast — a true rarity in the edge control department! According to reviewers, this baby has a truly strong hold and will keep edges of all hair types in place.

www.amazon.com, www.amazon.com

Bask and Latheris a woman-owned biz that specializes in natural products made from 100% organic ingredients.

And check it out on TikTok! This reviewer even went to the gym, and their edges did not move. One word — shook.

Oh, and I totally understand that laying your edges is not a necessity and isn't everyone's cup of tea! For more on this, check out "Just A Friendly PSA That You Don't HAVE To Lay Your Edges Down If You Don't Wanna."

Promising reviews: "Definitely works with no residue left behind and lasts ALL DAY! The only product that won’t get greasy and lift after a few minutes!! I love it! Will be buying again." —Ms. T

"My curls are very stubborn. No matter how much Eco styling gel I used when putting my hair in a puff or ponytail, the curls would still pop out. This edge control looks nice and sleek while giving my hair shine and holding my curls down all day!" —Brandi

Get it from Amazon for $15.99.

23. 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).

24. Pattern Beauty shampoo and conditioner work gently to remove build-up and dirt while moisturizing and hydrating curly, coily, and wavy hair types. This set will rid the nitty gritty and promote healthy growth *without* damaging hair by infusing aloe leaf juice, biotin, and jojoba oil. This is definitely an iconic duo you need to try asap! Your hair will thank you later.

Sephora

Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic. 

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 I 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.

25. Topicals Faded serum with an *updated* formula that provides the same magical results, but without the strong smell. This serum helps diminish the look of scars, dark spots, and even sun damage. Reviewers who've had the same scars for YEARS say this is the only thing that helps it ~fade~ away!

Sephora, Sephora

Just so you know, reviewers say that Faded's scent is on the stronger side - but it's totally worth it once the results start happening!

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 reviews: "What is this witchcraft?! I've tried every hyped up treatment on the market over the past five years to address hyperpigmentation, and none of them had the noticeable impact that Topicals Faded did in just three uses so far. This stuff is amazing. I have no idea why this has been so effective, but I'm a customer for life now." —ShannonD726

"I never ever leave product reviews, but for REAL — this product saved my skin 🙌🏼 I've spent years struggling with hormonal acne after stopping birth control — not a lot, but lucky me, it shows up on my cheeks and always leaves marks even if I don’t touch them. I’ve been using this for less than a month and WOW. After trying more expensive brands like La Roche-Posay, this one really changed the game. I hope it keeps working, but trust your girl on this one 💁🏻‍♀️" —trustmeeeeeee

Get it from Sephora for $28.

26. The Buttah. facial cleansing device is a silicone brush that helps deep clean and exfoliate 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 Ulta or Nordstrom for $54, or from Amazon for $45.90. 

27. Camille Rose moisture milk has been a long-time favorite leave-in conditioner for years and is made specifically for those with curly hair! It uses ingredients like rice milk, macadamia oil, *and* vitamins A, D, and B12 to detangle, revive, and enhance curls. Bonus points for smelling amazing, too.

www.amazon.com, www.amazon.com

See it in action on a TikToker's curls here!

Camille Roseis a Black woman-founded/owned business. 

Promising reviews: "I have been wanting to try Camille Rose for a while now, and this was the first product I thought to pick up. It did not disappoint — it smells really nice and really keeps my hair moisturized. I will be repurchasing! Hair type:4a/4b." —Folasayo

"I have long, frizzy, wavy hair. When I put this product on my hair, it smells great, leaves my hair with beautiful curls, and it's soft to the touch." —Kindle Customer

Get it from Amazon for $13.79.

28. 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 for $36+ (available in two sizes). Also available for pre-order at Hyper Skin.

29. Best-selling PiperWai activated charcoal natural deodorant (featured on Shark Tank!) works as an aluminum-free, gender-neutral deodorant. The unique creamy formula blends ~velvety~ activated charcoal, coconut oil, shea butter, and other natural ingredients that literally melt into your armpits and absorb moisture — not only leaving them smooth but also 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 Amazon for $21.40 or from PiperWai for $18.

30. The Doux Mousse Def texture foam nourishes and holds hair, whether you've got loose curls that are flowing free or beautifully tight coils that are slicked back into a bun. This provides shine and a soft texture without the white flakes, and we love to see it! The brand brings a new meaning to hair care as it was founded by a licensed cosmetologist. 

The Doux, www.amazon.com, www.amazon.com, www.amazon.com

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: "Prepare to fall in love with your curls! This product is a game-changer—perfect for a quick wash-and-go, leaving your hair bouncy, defined, and effortlessly gorgeous. I mixed it with my gel, and the results were incredible—extra hold, long-lasting definition, and curls that stayed soft and touchable all day. If you’re craving shine, bounce, and flawless curls, this product is a must-try! Trust me, your hair will thank you." —Adrianna Lawrence

"I used to use a several-step curl routine until I got this. I absolutely love this product; it makes my hair super soft, and it has a great hold. I use it alongside a hair oil, and it looks the best it has ever looked. The smell of it isn't overwhelming and is actually really nice...In most of the reviews, I see type 3 and type 4 hair, but it also works amazingly for type 2 hair!" —Zia

"FINALLY!!!! I have a combo of 4B and 4C hair, and when I tell you this product is magical. I used leave-in conditioner prior to applying the mousse and did a 2-strand twist out. This was the most defined my curls have ever been!!! And my hair held without feeling crunchy. I will 10000% be recommending this to all my 4B/C friends." —Stephanie

Get it from Amazon for $15.99.

Reviews have been edited for length and/or clarity.