Saturday, May 28, 2022
By Lapacazo Sandoval, Contributing Writer
Published February 11, 2021

Here’s the thing, when it comes to beauty, African-American women know a lot. I give as evidence how we have begun style trends from the very start of the beauty and hair industry. The first woman millionaire on record, in America, in the 1900’s, was Madam C.J. Walker. So, there you go. And her teacher, Annie M. Turnbo Pope Malone, (also a millionaire) is considered the founder of the entire Black hair industry, according to the Black-Owned Beauty Supply Association.

The statement that Black don’t crack (which, I feel is not a myth but a recognized fact) isn’t by happenstance. To look as good as we feel, our community is willing to spend money to achieve our goals. Over 50% of us have a skincare regimen and we are the coveted customer but year-after-year products that are best suited for us are noticeably absent from retail shelves.

African-Americans have spent $1.2 trillion each year, and that number is projected to rise to $1.5 trillion this year 2021. We are powerful. Constantly in the state of education as it relates to products and those that own these beauty/grooming brands we continued to be trendsetters.


But now, Black women have unleashed two potent weapons—our collective dollars and entrepreneurial spirits—to create a market that caters to our unique cultural needs.


Rihanna’s Fenty Beauty (2017), just four-years-old, understood us and launched with 40 foundation shades with a vast number of them complementing darker skin tones. And what happened? You already know family, Revlon and Dior stepped out with 40 of their foundation lines, none of which I’ve tried, yet.

The numbers don’t lie. In starting this new beauty column, my goal is to identify African and African-American owned beauty and hair brands and to explore brands that have stepped up to the plate, and created superlative products, for us, that would meet our very high standards. That includes make-up, hair products, fragrances, candles, and nail products.

So, I have to thank Ulta Beauty for helping me find African American-owned beauty and hair products that are sold exclusively at their stores and on their website. I have never felt more seen or heard, than when dealing with Amy Clabots in their public relations department. So many companies toss-up words like “diversity” and “inclusion” but don’t have evidence of that at their companies — Ulta beauty isn’t one of them.

Ulta Beauty sent me the following, exclusive African-American product lines to try: Juvia’s Place, PATTERN, and UOMA Beauty.


Although I didn’t love everything that I sampled, I feel that all of the brands have a quality that speaks to the teams’ desire to represent and grow into better brands.


Juvia’s Place — was created to celebrate the rebels, rulers, and queens of the African kingdoms and offers the richest, most vibrantly-pigmented essentials for the eyes, face, and lips. —

Juvia’s I am Magic Foundation — thank you, baby, for being you. It was the Juvia’s Place velvety matte foundation (Punta Cana 435)—for me. My usual routine is mixing Black Opal, Huda (Toffee 420G), Nars (Medium-Deep 3), and Marc Jacobs Re(markable) (82 Coca Light) along with IT ByeBye under eye-full coverage anti-aging waterproof concealer (35.5 Rich, W) to get my desired color. Not anymore. Juvia’s I am Magic Foundation is a natural and soft matte finish and provided flawless coverage. It evens out the complexion, refines skin texture, and erase blemishes.

The Chocolates by Juvia’s eye shadow palette is hand-picked nudes and rich browns with perfect pigmentation, so smooth, you can use your finger to apply across the eye.

Juvia’s Royalty Loose Powder is show-stopping, lushness. They are made with the best pearls, finely milled to give a supremely silky finish. Perfect for all skin tones. Paraben Free and Vegan.

UOMA Beauty is founded by Nigerian born, LA and London based former beauty executive Sharon Chuter. She describes the UOMA Beauty range as rebellious, innovative, and created for all. I tried four products UOMA Stay Woke concealer, UOMA Beauty Say What Foundation, UOMA Black Magic Color Pallete, and UOMA Beauty Brow Kit. I only liked two of the UOMA Beauty Stay Woke brightening concealer (T3) and the UOMA Black Magic Color Pallete.

The Beauty Brow Kit (shade 2) wasn’t the correct color as represented by the online swatch. On my skin, it appeared gray a far cry from the rich brown/auburn that I was expecting. Now the actual products are well constructed. They would indeed fill in those sparse areas and tame any
unruly hairs.

UOMA Beauty Say What Foundation was a complete miss. The foundation undertone was orange and watery.

UOMA Stay Woke concealer however is full coverage, lightweight, and it provided a seamless conceal of my dark circles and other imperfections. It’s easy to blend and it’s long lasting.

It’s everything you could want in a concealer and the luxuriously creamy texture allows for an easy, blendable application that leaves the skin perfectly matte.

UOMA Black Magic Carnival Color Pallete is perfect for travel because it has deeply pigmented matte colors, sparkle textures, and vibrant metallic textures. It is easy to go from drama, high impact to a more subdued dazzle with the pigmented matte colors are offered alongside the sparkle textures and vibrant metallic finishes, and it’s long-lasting and water-resistant.
Black Magic Carnival Color Palette

PATTERN’s CEO and Founder is Tracee Ellis Ross. She was inspired to create Pattern after 20 years of dreaming, and 10 years in the making. In 2008, she wrote her first pitch and spent two years working with chemists. 74 samples later, her brand brings together all the pieces that she, and others, have been looking for in hair care and styling tools. PATTERN products help support organizations and programs that empower women & people of color.

The Ulta team sent me three products and I love them all; Pattern’s Argan oil hair serum to moister and shine; Pattern’s jojoba oil hair serum and the Pattern’s edge tool to swoop and stay those luscious baby hairs.

PATTERN’s Argan oil hair serum and jojoba oil hair serum
I want to cry, I love this produce so much. Great for curlies, and tight textures – when your hair needs extra moisture and protection. All of PATTERN’s Argan Oil Hair Serums are designed to promote hair strength and health by keeping strands elastic & moisturized. Curl cuticles stay soft, smooth & protected against moisture loss.

PATTERN’S Pattern Edge Tool — priced at $12.00 this is the gift that every woman of color should have and gift to others. It’s amazing for all textures when your edges want that extra love. It’s three tools in 1 for combing, brushing, or swirling your baby hairs into whichever shape or smooth look your heart desires. Made of strong, vegan bristles.

To learn more about the African and African American products sold exclusively at Ulta Beauty go to

Categories: Fashion | News (Business)
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