Black-Owned Makeup Brands & Why They Matter


Sometime ago, a handful of YouTubers took part in the B.O.M.B challenge, and unlike other challenges this is by far the most meaningful beauty related video I have seen on YouTube. Nowadays you see a bunch of makeup challenges floating around the internet, but the B.O.M.B challenges is about way more than just makeup, and that is something I can get behind 100 percent. The B.O.M.B challenge, also known as, the Black Owned Makeup Brand challenge calls for a full face #beat, using nothing but makeup products that are black owned. With the lack of representation of women of color in the beauty industry, it’s nice to see a challenge that calls for more than just 100 layers of foundation.

Although the B.O.M.B challenge makes a powerful statement on inclusion and diversity within the beauty industry, it also shines light on companies that are, more often than not, overlooked. I cannot begin to tell you the number of times I have been to Walgreens or Target looking for a foundation, only to walk out frustrated and disappointed with their color selection. After seeing this challenge all over YouTube, I’m quite embarrassed to say that I do not own a single brand that is black owned.  

For many women of color, especially dark-skinned women, shopping for foundation can be a real struggle. Makeup is meant for everyone, but it can be alienating for women of color, as some makeup brands consistently fail to cater to our needs. Now, this does not mean I’m going to stop purchasing from non-black owned companies, because lord knows I can’t live without certain things. Instead, I am making a commitment to support companies that cater to women of color like myself. Below is a short list of some noteworthy black owned makeup brands that I am dying to try! 

Juvias Place

Aj Crimson

Beauty Bakerie

Shea Moisture

Lena Lashes


Coloured Raine

Pat McGrath Labs

Danessa Myricks

Also, check out Alyssa Forever & Jackie Aina’s B.O.M.B Challenge below!


I meeeeaaaaan look at that slay! #BlackMakeupBrandsMatter




  1. December 17, 2016 / 10:54 PM

    Ironically, over the summer I had came up with a list of women of color makeup and hair businesses because I wanted to only use those brands because of my skin tone & hair type never fitting with most brands. I always use a few brands that you named. But, thank you for reminding me to get back to my trying out more on my list after this year! Great post (:

    Isaly Holland

    • jadeandolive
      December 19, 2016 / 12:55 PM

      Hi Isaly! Which ones have you tried so far!? Like I mentioned, I’m so embarrassed that I don’t own any BOMB products (not for long). Which are your favs?

  2. January 6, 2017 / 1:41 AM

    Well I guess I don’t have to spend the weekend firngiug this one out!

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