The Community Impact of Black Ownership in Beauty

Now that we’ve gone over the ownership history of several popular beauty brands, let’s talk about the community impact of some of these brands, both Black-owned and formerly Black-owned. Perhaps after learning about some of the initiatives of the formerly Black-owned brands you might find your way back. 

Mahisha Dellinger, Founder of Curls,

It’s important to start with Black-owned brands, like Curls; which is owned by Mahisha Dellinger. Why? "On average, Black women spend $200 more on hair than any other women in America per month,” says Dellinger. “It is imperative that as Black consumers, Black beauty brand owners and Black beauty supply chain owners, we support each other and work together to build an empire no one can take away from us." Through one of her most recent initiatives, Dellinger is establishing a new alliance with Black-owned beauty supply stores to combat the disparate treatment endured when dealing with distributors in this heavily Korean sector of the beauty industry. In turn, once the playing field becomes more level for Black entrepreneurs to enter into the beauty supply store market, there will likely be trickle-down effects for Black consumers. Now this is a major key on both fronts, as in 2018, Nielson reported that Black consumers contributed $54 million out of the $63 million in revenue in the ethnic hair and beauty market. 

In addition to using their platforms to be change-makers within the industry, many Black-owned brands also use their influence to make a positive impact on a local level. Reynell Steward, also known as Supa Cent, CEO and Founder of The Crayon Case broke her own record by grossing $1 million in one hour during Cyber Monday in 2019. That isn’t the only record she broke. In December of 2018, she teamed up with Kaleidoscope Hair Products owner, Jesseca Dupart, to put on a toy giveaway in their hometown of New Orleans at the Mercedes Benz Superdome. Both brands were recognized for setting a new Guinness World Record for the most toys donated in one hour, having given away 5,019 toys.

Then there are those Black-owned brands, like Fenty Beauty, whose mere existence and success trigger major shifts within the industry. In what has been coined the “Fenty Effect,” the successful launch of Fenty Beauty made a lasting impact on the makeup world. There is now a greater expectation for foundation lines to carry a more diverse and inclusive range of shades — something that Black consumers who purchase foundation benefit from greatly!

Black-founded brands that are no longer Black-owned also play meaningful roles in the empowerment and uplifting of our community. On June 22, in the wake of the murder of Breonna Taylor, George Floyd, and Ahmaud Arbery, and the related Black Lives Matter protests; Bevel announced on Instagram that it was partnering with Headspace to provide 30 days of free access to the mindfulness and guided meditation app to a limited number of people. Specifically, Tia Cummings, Vice President of Walker & Company, which includes Bevel, reported to news outlets “We recognize that during these turbulent times, Black women and men are under an enormous amount of stress due to COVID-19 and the decades-long fight against systemic racism, police brutality, and inequality. That’s why we’re providing free, 30-day memberships to Headspace Plus; so our community can more easily access helpful tools and tips for managing stress and anxiety in a healthy way.”

When Unilever acquired Sundial Brands, which includes SheaMoisture, it was announced that the deal included the establishment of the New Voices Fund, a $100 million fund for women of color entrepreneurs. Something of this magnitude cannot be ignored, given Black women founders receive less than 1% of venture capital funding. Similarly, Courtney Adeleye, founder, CEO, and former owner of The Mane Choice, created a $30 million Generational Advantage Fund to support women in financial literacy, capital, mentorship, scholarships, resources & support, and housing. 

In the same way that they did when they launched their game-changing brands, the creators of these Black-owned and Black-founded brands continue to positively impact the community. These are just a few of the ways in which they have done so, and there are many other Black-owned and Black-founded brands that have also made positive contributions to the Black community. 

Before I make my ask, I want to leave you with what Mielle Organics CEO, Monique Rodriguez, shared with Black Texas Magazine:

Monique Rodriguez, Founder of Mielle Organics. Courtesy photo

As the owner of a Black-owned beauty brand, it's important now more than ever to use my voice to bring awareness to the injustices that our community is facing right now. With the outbreak of recent protests in the wake of the murders of Breonna Taylor, Elijah McClain, and countless others, I feel it's important to give back to my community through relief and education. Through the Mielle Community Reinvestment Fund, Mielle has committed to donating $50,000 to small, Black-owned beauty salons and barbershops who have been adversely affected by COVID-19 and the recent/impending riots. I feel it's important for our community to know that there is not just power in our dollar but also our voices. Whether that voice is used through protests, your wallet, or ballot, now is the time to use it because our future depends on it.

How do you use your power from your dollar and express your voice through your wallet? There’s still time for you to share your perspective on how ownership may or may not impact your buying decisions. Complete this short survey to help inform Pt. 3 of Black Ownership in Beauty.