Oh, hello! Welcome to the inclusive destination for all beauty devotees — a celebratory hub that is home to an abundance of brilliant POC-led businesses doing great things in the industry (and for your beauty corner). And speaking of your beauty corner, you can now tailor your shopping experience to exclusively patronise Black-led and Black-founded brands thanks to our Cult Conscious Proof Points.
BLACK-LED BEAUTY BRANDS
Enter: Pat McGrath Labs. Some might say our squeals of excitement were heard from outer space when the Mothership landed — a takeover we’ve happily welcomed, let’s add. Home to a swathe of celestial shimmers, intergalactic glosses and runway-ready finishes, this awe-inspiring, British-born brand is an honour to feature on our virtual shelves.
Find your new currrrllll-friend in Tracee Ellis Ross’ host of hair care heroes for every ‘fro. Catering to all coils and textures, Pattern stars everything from a scalp-soothing treatment to The Styling Cream which is an oil-rich blend and a personal favourite for my protective hairstyles.
While we’re talking about strand-saving heroes, we can’t go on without mentioning — deep breath — Melanin Haircare, Bouclème, Briogeo and Bread Beauty Supply. Knowing you can stock up on everything from curl-defining gels and shine-boosting hair oils to build up-banishing shampoos in our one-stop-shop feels so great. For these brands, enhancing the look, feel and health of 3A-4C hair textures is an always-on assignment. Striving to be more than just a part of the natural hair movement, amp up those me-time moments with your mane with these heroes that add a dose of luxury to your hair care routine.
Switching lanes to the glam corner, blend like professional make up artist, Danessa Myricks. Uber-inclusive for all ages, skin tones and genders, her high-performing formulas prove you don’t need a masterclass to master this artistry. Take the Yummy Skin Flushed Blurring Balm Powder for instance — this hydrating lip and cheek hybrid cleverly adjusts its oil absorption to suit your skin’s needs without compromising on intense colour payoff.
Boosted by olive-derived squalene and Swedish upsalite, this petal-soft powder that feels like a balm promises a naturally flushed finish we know you’ll be obsessed with.
We could go on and on and on about all the incredible things that these Black-led businesses are doing and how they are trailblazing through the industry but alas, we’d be here forever.
SHOP ALL BLACK-LED BRANDS >>> 
