Shining a spotlight on black-founded beauty brands

When it comes to media entertainment, I usually choose to binge-watch shows on streaming platforms. But I only get glued to live TV once a year. It’s awards season. I start tuning in well before the official program starts. Watching celebrities walk the red carpet is my guilty pleasure. Knowing what outfits and beauty products they wore at the event is just as important to me as knowing who won. While the motivation for choosing a particular dress or a particular make-up is often directed toward creating the best or most memorable look, there are also broader, underlying meanings to these choices. In some cases,

On February 4, Tracy Chapman became the first black woman to win a Grammy Award in the country music category. Shadara Holmes, the makeup artist behind Chapman’s glowing skin, said that in the spirit of Black History Month, she only used black, female-owned beauty brands.

In terms of beauty sales, Black-founded brands outperformed other brands in the U.S. luxury beauty market in February over the past two years.

Comparing February 2023 growth to the previous month, Black-founded brands saw strong growth across all beauty categories (makeup, skincare, fragrance, hair). Overall, this brand segment grew at almost double the rate of the overall luxury beauty market in February 2023, with dollar sales increasing 19% compared to his January. Year-on-year growth has also been impressive, with Black-founded brands outpacing other brands, growing at 1.5x to 3x the overall market in February 2023 compared to 2022.

The additional level of visibility and support these brands receive during Black History Month can impact their sales performance. His 2023 Beauty Consumer Survey from Circana, combined with real sales data, shows that social values ​​are becoming more important in beauty purchase decisions for cosmetics and skincare wearers. Masu.

Following the Grammy Awards, Tracy Chapman’s 1988 song “Fast Car” reached the number one spot on iTunes in the US. The singer’s performance at the awards ceremony not only inspired viewers to talk about and download her music, but also served as another way for her to celebrate Black people. history month. Additionally, her makeup choices also influenced the recognition of this achievement.

About experts

Natallia Bambiza, director and beauty category analyst at Circana, is an expert in the prestige makeup and hair categories. Her passion for data and the beauty industry, combined with her previous experience in consumer products and marketing, helps her address industry challenges through a deep level of analysis and thoughtful insight.


Natalia joined NPD in 2018 after holding media and marketing roles at L’Oréal USA and Meredith Corporation. She holds a Master’s degree in Marketing Analytics and her BBA in Marketing Management from Baruch College, Zicklin School of Business.