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40 Black-Owned and Founded Beauty Brands to Have on Your Radar (and in Your Cart)

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Colorful, square-tipped nails. Laid edges. Euphoria-style eye makeup. The influence of Black culture within the beauty industry can be seen everywhere—from the makeup looks you scroll through on IG to the innovative products you use daily. Black-owned and -founded brands, creators, artists, and communities are not only the tastemakers behind the popular trends, but the activists who push against outdated norms within beauty. And thanks to these inspiring entrepreneurs, shelves are finally being stocked with game-changing formulas that cater to the needs of melanin-rich skin and textured hair, inclusive shade ranges, and incredible pigment payoff.

Because this month (and every month) is an opportunity to celebrate, we’re giving a much-deserved shoutout to our fave Black-owned and -founded beauty brands, highlighting exactly what makes them so amazing. But don’t scroll too fast! You just might find a promo code to shop directly and snag a new fave.

1. ACE BEAUTÉ

Niye Aniekan-Attang

ACE BEAUTÉ was founded by Niye Aniekan-Attang in 2016. The brand relies on the simple principle that makeup should help individuals embrace who they are. Makeup is a tool that allows people to love themselves and use it as a form of self-expression and identity. Their mission is to provide high-quality products that appeal to a wide-spectrum of individuals, so that they can freely express themselves through makeup.

IPSY Pick: Create all of your favorite fall looks with the ACE BEAUTÉ Violet Sage Palette. It features light, airy shades and deep, rich colors in both matte and shimmer finishes that blend flawlessly together.

2. AMIRA LASHES

AMIRA LASHES stands out as a radiant gem in the realm of beauty. They not only enhance your natural beauty but also empower you to embrace your unique style with confidence. From luxurious lashes that frame your eyes like a masterpiece to innovative beauty products that celebrate diversity, AMIRA LASHES is a trailblazer in redefining standards. The founder Alyssa Gordon's vision goes beyond aesthetics, intertwining self-expression and inclusivity into every application. 

IPSY Pick: Gorgeous, fluttery fringe without the mess of lash glue? Say less! The brand’s magnetic lashes make getting glam super fast and easy. 

Take 30% off your entire order with code: IPSY30.*

*Promo code is valid 2/1/24–2/15/24.

3. BASIC BEAUTY

Founder and CEO of BASIC BEAUTY

Founder and CEO (and mom-preneuer) Nicole created BASIC BEAUTY to help you feel confident with every swipe, tap, and blend of her universally-flattering shades—and she’s not afraid to have fun! With names like Okay Susan or It’s October 3rd, each product is designed to add a touch of playfulness to your glam routine. Plus, these formulas are paraben-free, certified cruelty-free, and last alllll day. So much yes.

IPSY Pick: The Bronzy AF Palette features three shades to create a custom faux-glow any time of the year. Highly pigmented and buildable, this buttery soft powder formula flatters all skin tones and face shapes.

4. BEAUTY BAKERIE

Cashmere Nicole

A powerful story of resilience and inspiration, Cashmere Nicole founded BEAUTY BAKERIE in 2011 with the mission to be sweet and sweeten the lives of others. During a challenging but successful fight with breast cancer, Cashmere became extremely health conscious and research-driven about the products we put in and on our bodies. Her brand is a direct reflection of Cashmere’s perseverance and passion for high quality, healthy ingredients that enhance the beauty in everyone every day.

IPSY Pick: Just like the name suggests, BEAUTY BAKERIE Do It For The Graham Eyeshadow Palette will help take your selfie-game up a few notches. The 12 shades, in flawless foils, mattes, and duo-chromes, will light up your eyes in no time. They’re highly pigmented and super blendable, so you can create stunning looks in minutes and spend more time capturing your gorgeous selfies.

5. BEAUTYSTAT

Founder of BEAUTYSTAT, Ron Robinson, posing with buildings on the background

Their goal? To continually develop innovative, top-performing beauty products and bring them directly to consumers. Founded by cosmetic chemist Ron Robinson, BEAUTYSTAT launched with their Universal C Skin Refiner (in this month’s Glam Bag Plus!)—an award-winning vitamin C serum that quickly made its way to the top of every editor’s list. Now, their roster has a few new heavy-hitting hydrators that you’ll definitely want to snag, too.

IPSY Pick: Don’t miss the Universal C Eye Perfector. The 5% L-ascorbic acid (the most stable form of vitamin C), caffeine, and green tea blend will perk up sleepy under eyes.

6. BEAUTY VAULTE

Founded in 2018 by Lola Maurice-Diya, BEAUTY VAULTE’s goal is to not only to provide an array of long-lasting, transformative lippies (think: lip liners, liquid lipsticks, and matte lipsticks), but also to support and empower domestic violence victims. BEAUTY VAULTE donates 5% of all profits to charitable organizations supporting domestic violence victims through their #OneEnFour program.

IPSY PICK: This lip gloss and liner duo takes all the work out of finding your perfect lip combo. It features a brown lip liner and a chocolate-scented gloss for the ultimate shiny mauve lip.

Take 35% off all items at beautyvaulte.com with code: BHM35

7. BYOD BE YOUR OWN DESIRE COSMETICS

BYOD BE YOUR OWN DESIRE COSMETICS is named after CEO and founder Shanda's love of makeup and mission to make all women feel like "getting dolled up with makeup" is the secret to unlocking their inner confidence. To Shanda, makeup isn’t just a tool used to enhance our beautiful features, it’s also a tool for self-expression—and at IPSY, we’re all about that! Through best-selling foundations, shadows, and more, BYOD gives makeup lovers the tools (literally) to define their own sense of beauty and embrace their individuality.

IPSY PICK: With four finely milled powders, this contour palette offers buildable coverage to help you create a range of flawless makeup looks.

Take 25% off your byodesire.com order with code: BYODIPSY*

*Promo code is valid 2/1/24–2/29/24.

8. BREAD BEAUTY SUPPLY

Profile image of Maeva Heim, founder of BREAD BEAUTY SUPPLY

Hailing from Melbourne, founder Maeva Heim developed a love of beauty and hair care products through braiding hair in her mother’s salon. When she opted to embrace her hair’s natural 4C texture, she quickly discovered that not only were the brands available to her lacking in relatability, but that textured hair was completely left out of the effortless, carefree approach to hair routines. So, she set out to change that and created an essentials line dedicated to letting all curl types enjoy a simplified routine—leaving more time for enjoying life.

IPSY Pick: The Kit 1-Wash is an all-in-one bundle to make wash day a breeze, rather than another dreaded chore. Bonus: The included Bread Puff satin scrunchie is just as cute as it sounds.

9. BRIOGEO HAIR CARE

BRIOGEO HAIR CARE founder Nancy Twine posing

Nancy Twine (BRIOGEO’s founder) is no stranger to product development. At a young age, Twine watched her grandmother craft homemade hair care, which fueled her passion to leave her job in finance and create a renowned brand of her own. Today, her texture-specific hair care products offer relief from the more immediate concerns (like repair, volume, or curl care) while maintaining hair health for the long haul. Plus, all of their formulas are free from sulfates, silicones, parabens, phthalates, DEA, and synthetic color and are 90 to 100 percent naturally derived.

IPSY Pick: Need a rec? We’re obsessed with Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo—it’s the ultimate refresher to rid excess product buildup.

10. BUTTAH SKIN

BUTTAH SKIN founder Dorion Renaud smiling and posing

With a long career on camera, Dorion Renaud struggled to find inclusive skincare products for melanin-rich complexions—until his discovery of raw, organic Shea butter. With this nourishing ingredient as its inspiration, BUTTAH SKIN was born. Every product is clinically studied and cruelty-free, combining good-for-you ingredients with formulas that leave your skin glowing, healthy, and renewed.

IPSY Pick: Treat yourself to the product that started it all: Whipped Body Butter. Made with 100% virgin organic unrefined Shea butter, it warms upon contact and melts into skin. Goodbye, dry winter patches!

11. CAMARA AUNIQUE BEAUTY

As an award-winning makeup artist, instructor, and coach with a client list including Angela Bassett and Lisa Price, it only felt natural for Camara Aunique Helps to create a beauty brand of her own. Helps’ mission for her brand centers around her faith, so each lash is named after an iconic woman from the Bible.

IPSY Pick: The Mary Lash is the most natural-looking lash from her collection, featuring a soft, wispy look that enhances all eye shapes.

Use promo code: IPSY30 for 30% off on all products.* 

*Promo valid from 2/1/24–2/29/24.

12. DANESSA MYRICKS BEAUTY

Quarter profile image of Danessa Myricks, founder of DANESSA MYRICKS BEAUTY

Pro makeup artist, entrepreneur, mother—Danessa Myricks is a beauty industry tour-de-force and all it takes is one scroll through her IG feed to be instantly obsessed with her work. Beginning as a self-taught makeup artist, she cast industry norms aside and developed her own techniques and non-traditional applications of products. This creativity drives her cosmetics line, resulting in products that stand up to real life just as much as they would on set.

IPSY Pick: Every product we’ve tried has consistently changed the game, but whatever you do—do not miss the DANESSA MYRICKS BEAUTY Dewy Cheek & Lip Palette. This multi-use lip and cheek palette houses four lightweight creams (ranging from peachy nude and coral to medium rose and dusty mauve) that melt right into your skin and leave behind a radiantly rich color.

13. EDEN BODYWORKS

EDEN BODYWORKS founder Jasmine Lawrence posing and holding two bottles of products

Natural, cruelty-free products that maintain your skin and hair health, with zero harsh ingredients. From formulating inclusive hair care (they proudly cater to all curl types, from 2A to 4C!) to managing her dual career in robotics (yep, robotics), the brand’s founder, Jasmine Lawrence, is an innovator at heart. She began concocting remedies as a teenager following a damaging chemical burn, which fueled her passion for finding solutions—and it shines through every product she creates today.

IPSY Pick: Their best-selling Coconut Shea Leave-In Conditioner will nourish and define your curls for a texture that’s soft and bouncy, never crunchy.

14. ELOISE BEAUTY

Risi Osogba

After working in the beauty industry for over a decade and realizing that the industry was lacking in innovative, premium makeup brushes, Risi Osogba decided to finally start her own brand. The goal: to provide a brand of tools and cosmetics that would be inclusive of all skin tones. ELOISE BEAUTY was founded in 2017 and became a brand known for producing unique and innovative products.

IPSY Pick: Made with light-reflecting shimmery bronze pigments, ELOISE BEAUTY Glitter Jewels Liquid Eye Shadow in Bronze will leave behind a gorgeous shine and sparkle on your lids. The high-impact color dries to a long-lasting metallic finish that you’ll love.

15. ESTINA J

This dynamic brand brings a fusion of sophistication and cultural richness encapsulated in each carefully crafted product. From radiant skincare essentials to bold and vibrant makeup options, ESTINA J is more than a beauty brand—it's a celebration of individuality. The visionary founder Estina J infuses her passion for beauty with a commitment to inclusivity, ensuring that every product caters to a diverse range of skin tones and types. 

IPSY Pick: Their innovative 3D Fiber Mascara Set boosts lash volume and thickness by up to 300% in just a few swipes. The effect is so natural-looking, you’d swear it was magic. 

Take 25% off your entire order with code: IPSY25.

16. FIRMA BEAUTY

Profile image of Andrew Blackman, founder of FIRMA BEAUTY

Founder Andrew Blackman has never been afraid to take the road less traveled—from South East London to Canada’s west coast—and entered the cosmetic tool industry with a passion for excellence. Every FIRMA BEAUTY brush is handmade in Kumano, Japan, following a centuries-old tradition of brush craftsmanship. Alongside his business partner, Samy, Blackman’s dedication to quality at an accessible price point has given his brand a much-deserved fan following.

IPSY Pick: Silky, fluffy synthetic bristles on the FIRMA BEAUTY 204 Wide Blender Brush make it perf for any cream or powder shadow—picking up a just-right amount of pigment and blending with ease.

17. FLAWLESS

Crafted under the creative genius of actress and entrepreneur Gabrielle Union and world-renowned hairstylist Larry Sims, this beauty brand exudes elegance and inclusivity. From cleansing and conditioning products to a wide array or curly-hair styling products, FLAWLESS is a journey towards embracing your natural beauty. The brand's commitment to diversity is not just reflected in its product range but is woven into its very essence. 

IPSY Pick: The brand’s Flawless 5 Butter Masque soaks right into your strands, using a unique butter blend of shea, cupuacu, murumuru, and mango to help detangle and lock in moisture for your most gorgeous curls ever.

18. FLORA & CURL

Launched in 2017 by blogger Rose Ovensehi, FLORA & CURL was created out of Ovensehi’s personal experience with extremely brittle, dry hair and scalp. As she experimented with botanicals and oil to create her own hair care, she quickly developed a range of natural products that would nourish dry textured hair without overcomplicating people’s routines. The main goal of FLORA & CURL? To give people with textured hair essentials that are simple and easy to use.

IPSY PICK: Besides the fact that it smells like a sweet hibiscus dream, this curl defining gel is a fave of ours because its pure botanical formula leaves curls healthier, defined, and more enhanced. Plus, it’s perfect for your wash-and-gos, twist-outs, up-dos, ponytails, roller sets, and more.

19. KEYS SOULCARE

KEYS SOULCARE Founder Alicia Keys with mud mask on her face while holding KEYS SOULCARE Harmony Mask

Alicia Keys exudes good vibes—in her style, music, and performances, so a beauty brand grounded in creating meaningful experiences is only natural. KEYS SOULCARE was developed to connect mind, body, and spirit through nourishing (and derm-developed!) skincare and sensorial products like soothing candles or exfoliating dry brushes. But for the 15-time Grammy award winner and entrepreneur, it was important that her product lineup also honored the rituals of beauty. “It’s not just the products that I use, it’s also the space I give myself. To slow down. To meditate. To do a face mask or to light my favorite candle,” Keys notes on her brand’s website.

IPSY Pick: It’s impossible to choose just one product, which is exactly why we love Keys’ curated sets. Our fave? The Meditation Ritual, which contains the dreamy Sage + Oatmilk candle, a clarifying aura mist (with rose and witch hazel), and a comforting balm to soften rough spots. You’ll also have access to a 21-day meditation journey in partnership with Deepak Chopra.

20. KINLO

KINLO by Naomi Osaka is a radiant addition to the world of beauty, bearing the unmistakable imprint of the tennis sensation's bold spirit and unwavering authenticity. Inspired by Osaka's Japanese and Haitian heritage, the brand's offerings transcend traditional beauty norms, celebrating diverse beauty in all its forms. With a commitment to quality and inclusive skincare, KINLO products cater to a spectrum of skin tones and textures.

IPSY Pick: KINLO took mineral sunscreen and turned it on its head with Golden Rays Sunscreen SPF 50+. The tinted sunscreen comes in three shades (light, medium, and deep) to help cancel out the whitecast typically associated with mineral SPF. Plus, it’s sweat-resistant, meaning you could wear it while working out (anyone feeling up for tennis?!) without worrying about losing your sun protection.

21. KNC BEAUTY

Profile image of Kristen Noel Crawley, founder of KNC BEAUTY

What do you get when you combine adorable packaging, easy-to-understand ingredient lists, celeb fans, and effective formulas? KNC BEAUTY, obvi. While walking Tokyo’s famed Don Quijote discount mega store, founder Kristen Noel Crawley noticed tons of hydrating lip masks—realizing that nothing comparable existed in the stateside market. It became an instant hit and grew to encompass eye, face, and (their signature) collagen-infused lip masks—aka the perfect pout pick-me-up.

IPSY Pick: We dare you to not take a selfie in these shooting star-shaped eye masks. They’re packed with hyaluronic acid, retinol, aloe, and soothing allantoin to perk up tired eyes.

22. LAW BEAUTY ESSENTIALS

LAW BEAUTY ESSENTIALS founder Tanisha Lawrence posing with nail polishes

Your manicure is about to get the first class treatment. After managing several Fortune 500 companies, Tanisha Lawrence brought her business acumen to her dreams of launching a beauty brand. This luxury nail polish line gives high shine, chip-resistant, vivid color with every application. Oh, and it’s 13-free (aka free of typical polish toxins) and totally cruelty-free—NBD!

IPSY Pick: The bright purple shade has us dreaming of sunnier spring days—and dainty floral manis.

23. LOVED01

LOVED01 by John Legend (yes, that John Legend!) is a game-changer in the realm of skincare, passionately driven by its mission to provide effective, affordable, and accessible skincare tailored specifically for melanin-rich skin. They understand the unique needs of diverse skin tones and take a bold step towards inclusivity. LOVED01 is not just about skincare; it's a movement committed to empowering individuals with melanin-rich skin to embrace their natural beauty confidently. 

IPSY Pick: Yours, Mine, Ours - Face + Body Oil deeply hydrates your skin with a premium blend of plant-derived oils that provide lightweight, non-greasy moisture for both your face and body.

24. LUNA MAGIC

Mabel Frías & Shaira J. Frías

LUNA MAGICis an indie beauty and lifestyle brand founded by Afro-Latina and Dominican-American sisters Mabel Frías & Shaira J. Frías. By combining their passions for beauty and lifestyle, they created a vibrant brand that celebrates their mutual love for their multicultural heritage, Latin culture, and music—in living color.

IPSY Pick: LUNA MAGIC Lip Liner Duo in Bonita and Mamacita define and line your pretty pout in universally flattering pigments, helping you achieve a fuller-looking lip that doesn’t fade for hours. Bonita is a gorgeous mauve color, while Mamacita is a beautiful mid-tone brown.

25. LYS™ BEAUTY

LYS BEAUTY Founder Tisha Thompson holding the Higher Standard Satin Matte Cream Blush

There’s no doubt about it, Tisha Thompson is a total beauty powerhouse. With over 15 years experience in clean product development, makeup artistry, marketing, finance, and operations, Thompson launched LYS™ BEAUTY with a mission to diversify the beauty landscape and prove that performance, clean formulas, and inclusive shade ranges can coexist. The result? An editor- and consumer-loved lineup that is entirely vegan, cruelty-free, accessibly priced (every product is under $30), and free of fragrance, talc, mineral oil, gluten, and sodium lauryl sulfates.

IPSY Pick: The Higher Standard Satin Matte Cream Blush boasts a soft, buttery formula in ultra-flattering shades that effortlessly blend for a skin-like finish—AKA it’s everything you want in a blush.

26. MARY LOUISE COSMETICS

MARY LOUISE COSMETICS founder Akilah Mary-Louise Releford posing and holding a bottle of skincare product

Natural skin with a super fun attitude. CEO and founder Akilah Mary-Louise Releford found inspiration through her grandmothers’, named Mary and Louise, homemade recipes and recipes. MARY LOUISE COSMETICS features effective formulas for the face and body that are full of personality and wholesome ingredients.

IPSY Pick: The aptly-named Miracle Serum is heaven in a bottle. Baobab oil and vitamin C will help fade dark spots and moisturize thirsty skin for major glow.

27. MENTED COSMETICS

MENTED COSMETICS founders KJ Miller and Amanda E. Johnson posing against white background

Proof that great ideas can come from a glass of wine and good conversation. Founders KJ Miller and Amanda E. Johnson discussed the struggle of finding the perfect nude lipstick over a glass of pinot—and the spark of MENTED COSMETICS was born. Their original shade formulations give every skin tone a just-right option.

IPSY Pick: Your pursuit for a comfortable, everyday lip gloss is finally over. The MENTED COSMETICS Lip Gloss is hydrating and creates lips that are shiny, smooth, and have just the right amount of subtle color.

28. MISTIK

Black and white image of Jean-Éric Marie, founder of MISTIK

Founder Jean-Éric Marie grew up in the lush, tropical environment of Mauritius, creating a deep connection to the natural world. After a scientific researcher and mentor died from prolonged exposure to toxic products, Marie turned to green, non-toxic chemistry and MISTIK was formed. Every product he creates is made with 100 percent natural, renewable plant sources and zero petrochemical compounds.

IPSY Pick: Suitable for all hair types, the MISTIK’s Hydroserum is non-greasy, non-sticky, and provides strands with long-lasting hydration, protection from heat and UV damage, and lightweight hold.

29. MISCHO BEAUTY

MISCHO BEAUTY founder Kitiya Mischo King posing in black and white suit

This indie beauty brand is committed to creating easy-to-use, on-trend beauty products with a clean reputation. Founder Kitiya Mischo King (who holds a chemistry degree and licenses in cosmetology, esthetics, and makeup artistry) set out to create non-toxic nail lacquers that don’t skimp on performance. MISCHO BEAUTY’s collection of chip-resistant polishes come in an array of super chic colors—in super chic bottles.

IPSY Pick: When you need to put the bolds on hold, this sheer rose shade is your dreamy go-to. 

30. MOBEAUTY

If the drag queen icon Mo Heart creates a beauty brand, you buy it. MOBEAUTY was launched out of Mo Heart’s passion for beautiful skin and the mission to make everyone feel and treat themselves like royalty. With a line of skincare, cosmetics, and beauty tools, MOBEAUTY aims to help everyone shine bright internally and externally through covetable, high-performance products.

IPSY Pick: This genius eyebrow pencil and brush duo is all you need to take your brow game from zero to hero. Whether you like your brows natural or defined and bold, this brush will help you get there in minutes.

Take 30% off your entire order with code: IPSYMOB30FEB.*

*Promo code is valid 2/1/24–3/15/24. Applies to subscriptions and one-time purchases. If used for a subscription purchase, code is limited to two recurring payments. 

31. OURX

Founded by Ceci Kurzman, OURX is a Black-female-owned and sustainably minded total hair and scalp wellness brand. Kurzman founded the brand out of her own frustration and experience with the hair care industry’s lack of products for textured tresses. Today, she and a world-class team of hair care experts have developed a collection of data-informed products to help people reach their ultimate hair goals.

IPSY Pick: This gentle exfoliating shampoo removes build-up from the scalp and hair to reduce scalp stress and promote healthy hair growth.

Take 20% off your entire ourx.co order with code: OURXIPSY.

32. PAT McGRATH LABS

Black and white profile image of PAT MCGRATH LABS founder Dame Pat McGrath

The myth, the legend, Dame Pat McGrath—that’s right, Queen Elizabeth hath bestowed damehood upon the “Mother,” as she’s known in the industry. Her visionary artistry and influence as one of the most revolutionary makeup artists ever fueled the creation of her iconic brand, PAT MCGRATH LABS. Magic is in everything she creates, from her otherworldly palettes to lipsticks in sequin-filled pouches.

IPSY Pick: Go big with the Mothership Eyeshadow Palettes, start small with a Lipstick Mini—any way you go, it won’t be wrong.

33. PEAR NOVA

Rachel James

PEAR NOVA was created in 2012. A product of founder Rachel James’ love for art and passion for elegance, the brand draws inspiration from world wonders, runway designers, and remarkable women. Since its launch, PEAR NOVA has expanded and diversified while remaining true to its mission: to celebrate all skin tones while creating healthy, luxury nail products.

IPSY Pick: Look like a jetsetter without leaving your house with PEAR NOVA Nail Lacquer Duo in Trip Around the Sun and Tokyo Afterglow. Trip Around the Sun is a classic banana yellow cream color, and Tokyo Afterglow is a sky blue cream shade. Both contain argan oil, which is known to help restore your brittle, peeling, or weak nails back to strength and replace protein loss to help prevent breakage. Plus, these lacquers are free from toluene, formaldehyde, formaldehyde resin, camphor, DBP, xylene, parabens, fragrances, phthalates, and animal ingredients.

34. PEOPLE OF COLOR BEAUTY

PEOPLE OF COLOR BEAUTY founder Jacqueline Carrington posing and holding two bottles of nail polish

After growing up with nail colors that treated deeper skin as an afterthought, founder Jacqueline Carrington founded PEOPLE OF COLOR BEAUTY with the mission of creating nail polish colors that were designed to complement the various shades of brown skin. Each collection created by Carrington treats skin of color as the first thought, resulting in vibrant hues with names that honor trailblazing female leaders and empowering pop culture references.

IPSY Pick: Not only are these bright red and light taupe nail polishes chip-resistant and ultra-glossy, they’re 10-free too. That means they’re made without questionable ingredients (like formaldehyde and phthalates) sometimes found in conventional nail polishes.

35. PINKLIPPS COSMETICS

Kenyata Gant

Inspired by her two-year-old daughter’s love for makeup, PINKLIPPS COSMETICS founder Kenyata Gant started her brand in 2011 in her mom’s kitchen. As a single mom, she couldn’t always afford to buy her daughter lip gloss, so she googled ingredients, began making tons of lipstick, and everyone loved what she made! A few months later, after sending out a tweet, she received funding from an angel investor who believed in the brand. That’s when it took off. Her products are now sold at Target Stores, Target.com, also online at www.pinklippscosmetics.com

IPSY Pick: Longevity has never looked so luscious. PINKLIPPS COSMETICS Liquid Lipstick in Love Her stays on without smudging or smearing for up to 13 hours and gives your lips the prettiest plum-berry color. Best of all? It’s non-drying and feels comfy, too.

36. SAINT LUXE

Yep—this inspiring founder owns not one, but two epic brands. As a former hairstylist and makeup artist-turned-entrepreneur, Nicole (also the founder of BASIC BEAUTY) wanted to create a line that could perform in real life without compromising on ingredients. These cruelty-free, luxury products are designed to make you feel like you’ve had the pro treatment from the comfort of your home. 

IPSY Pick: Soft glow that can be built up or buffed out, the new Liquid Glow Champagne Highlight is an incredibly flattering (and super versatile) must-have for any makeup kit.

37. SKONE COSMETICS

Natasha Caesar, a Trinidadian born entrepreneur, founded SKONE COSMETICS in 2009 after she decided to swap the corporate world for following her dreams of opening her own cosmetics line. What makes SKONE COSMETICS an IPSY fave is the brand’s purpose to create products that people love and that make them love themselves for who they are. Through hero products like the Tattoo Liner and Brow Wand, SKONE COSMETICS offers products to help you “slay the day.”

IPSY Pick: We can’t get enough of this liquid liner for its insanely precise tip and long-lasting, waterproof formula.

Take 20% off your entire SKONE COSMETICS order with code: IPSY20.*

*Promo code is valid 2/1/24–3/1/24. One use per customer.

38. TOPICALS

The only way you haven’t heard of TOPICALS by now is if you’re living under a rock. The FYP-popular brand was founded by entrepreneur Olamide Olowe out of her goal to normalize all skin types and conditions, as she grew up with chronic skin conditions herself and struggled to find products she loved. The brand’s motto? You make your skin look good, not the other way around. TOPICALS prioritizes making products that make treating skin conditions more approachable and fun—hence their stellar marketing and super-cute packaging.

IPSY Pick: We’re in love with this moisturizer because it helps treat the appearance of KP by exfoliating dead skin and clearing clogged pores. Warning: It will cause your softest skin ever. 

Take 15% off your first TOPICALS order with code: TOPICALSFAB.*

*Orders must be $40+

39. UOMA BEAUTY

Founded by Nigerian-born former beauty executive Sharon Chuter, the UOMA BEAUTY range is rebellious, innovative, and created for all. They exist to rewrite the rules of inclusivity and diversity to create a world of beauty that truly is for all of us. Chuter’s #PullUpOrShutUp initiative called on brands—including IPSY—to back up their words with meaningful action, leading to a long overdue movement to increase Black representation in the workforce.

IPSY Pick: Love the shine of a gloss and the color payoff of a traditional lipstick? Then UOMA Black Magic Hypnotic Impact High Shine Lipstick is about to be your new obsession. It gives your lips a reflective glow and bathes them in long-lasting rosy pigments, too.

40. V KOSMETIK

Vickie Joseph founded V KOSMETIK in 2017 out of inspiration from her own life, character, and passion. The brand’s main goal? Make your inner beauty stand out through products for all shades and authenticities. With a wide variety of shades available, V KOSMETIK aims to represent an inclusive and authentic image of beauty.

IPSY Pick: This liquid lipstick boasts a highly pigmented color payoff that dries to a full-coverage matte finish in a rosy-pink shade.

Take 20% off your entire order with code: VK20.*

*Promo code is valid 2/1/24–2/29/24.

Our commitment to showcasing Black-owned and inclusive brands begins in the Glam Bag. Ready to discover more? Take our Beauty Quiz now to get started. Already an IPSY member? Refer your friends to earn points, which you can use toward products. Either way, don’t forget to check us out on Instagram and TikTok @IPSY.

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Article Last Updated January 25, 2024 12:00 AM