Over the past few years, we've seen a rise in Black, APIA, and Latine-owned beauty brands across hair care, skin care, body care, and makeup. With makeup especially, the shift has been major — from foundation formulations with a wide range of shades (thanks to RiRi pioneering this with Fenty Beauty) to glosses, lip oils, lipsticks, blushes, and contour sticks made to complement melanated skin beautifully.

However, the reality is that, despite strong sales and even landing on shelves at major retailers like Ulta Beauty and Sephora, many of these brands still struggle to secure funding in today's challenging market. Lack of funding, increased tariffs, and a perceived downturn in DEI initiatives have made survival tougher than ever. The closure of successful brands like Ami Colé , The Esta

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