What It Really Takes to Keep a Black-Owned Beauty Brand Alive

In an era of economic uncertainty—where inflation is high, discretionary income is low, and tariffs are tightening the noose on small businesses—Black-owned brands are once again being asked to do the impossible: survive, scale and inspire, all while carrying the weight of representation. And as we enter August, Black Business Month, that pressure takes on new urgency. It’s not enough to go viral or land a moment on a retailer’s shelf. The real question is how we transform Black beauty brands into heritage institutions with the staying power of CoverGirl, L’Oréal or Estée Lauder—names that have become synonymous with longevity, not just visibility.

Over the past decade, we’ve watched a generation of Black beauty entrepreneurs push their way into boardrooms and onto retail floors, armed wi