The annual Sephora sale starts April 5 and runs through April 15. Like millions of make, skin care and fragrance afectionods, I look forward to supporting Black and Brown beauty plans whenever I can. Add discounts available for Beauty Insiders (Rouge, VIP and Insider), the value of waiting to save is in full effect.
Sephora has implemented the 15 Percent Pledge policy to address the need for representation in the beauty industry. Let the numbers guide you. African American consumers spent over $9.4 billion in 2023 on beauty, skin care and fragrance products.
While dedicating 15 percent of shelf space to African American-owned brands is a step in the right direction, it’s understandable to question whether this percentage accurately reflects the consumer base and spending power of African Americans in the beauty market. They started with seven brands and have increased to 24 but that number isn’t 15 percent of the overall 314 brands Sephora offers.
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Here are a few brands that you might want to think about during the Sephora sale.
Best Sun Protection Brand: Cay Skin
Started by Winnie Harlow (2022). These are white cast-free sunscreens that compliment all skin tones and most skin types. Each formula is free of sunscreen filters oxybenzone and octinoxate and is enhanced with skin-nourishing additives like brightening niacinamide and antioxidant-rich sea moss extract. https://cayskin.com/collections/deepwater-skincare
Founder and beauty industry veteran Diarrha N’Diaye-Mbaye launched Ami Colé back in 2021, and earned an Allure Best of Beauty Award (eye makeup) for their best-selling Lash-Amplifying Mascara, a layerable formula that brings on all the lash-thickening drama with each swipe. https://www.amicole.com/
MELANIN HAIRCARE
Started by YouTube beauty vlogger Whitney White, in 2018, Melanin Haircare currently features five of its core products at the major retailer, including the strand-softening Plumping Deep Conditioner. https://melaninhaircare.com/
Named after the creator, the brand is inspired by Collins’ love for storytelling. Some of the stand-outs include an entire collection inspired by New York’s Harlem Renaissance, fragrant concoctions inspired by primal passion, and the Anima Voyageur Travel Trio Set, which features three unique fragrances inspired by the dimensionality of the human spirit. https://chriscollins.com/
TSA-friendly collection of sturdy travel bottles created by Megan Graham, each refillable bottle is made to ensure no leaks or spills happen during your travels.
BRIOGEO
Briogeo has established itself as a favorite among Sephora shoppers, catering to individuals with various hair types. The brand offers a diverse range of products, including leave-in conditioners, hair masks, and oils, to address different hair concerns and needs.
One of Briogeo’s standout products is the award-winning Don’t Despair, Repair! Deep Conditioning Mask. This mask is highly praised for its ability to provide intense hydration and nourishment to dry, damaged hair, helping to restore its health and vitality. It’s formulated with a blend of natural ingredients to repair and strengthen hair, making it a popular choice for those seeking to improve the condition of their hair.
FENTY BEAUTY
Fenty Beauty, created by the iconic singer and billionaire entrepreneur Rihanna, has undoubtedly made its mark in the cosmetics and beauty industry. Known for its commitment to inclusivity and diversity, Fenty Beauty has become synonymous with “Black excellence” by offering a wide range of shades to suit various skin tones. Among its top-selling products are the Eaze Drop Blurring Skin Tint, which provides a lightweight, blurring effect for a natural-looking complexion, and the Gloss Bomb Universal Lip Luminizer, a universally flattering lip gloss loved for its high shine and non-sticky formula.
SHANI DARDEN SKIN CARE
This brand is One of the standout products from her line is the Retinol Reform, which has garnered recognition with an Allure Best of Beauty Award. Retinol Reform is known for its effectiveness and remains one of the most popular products in the Shani Darden Skin Care lineup. This product is likely celebrated for its ability to target various skin concerns, including fine lines, wrinkles, and uneven texture, while providing visible results. Overall, Shani Darden Skin Care offers high-quality skincare solutions backed by the expertise of its founder, making it a trusted choice for many individuals seeking effective skincare products.
PAT MCGRATH LABS
They call her ‘Mother’ for a reason. She is a makeup legend and her namesake beauty line is moving beyond iconic! Her Skin Fetish: Sublime Perfection Foundation is pricey but your foundation will never look better. Taking the beauty world by storm is the #1 Under Eye Powder, by Pat McGrath Labs which is now available in a GORGEOUS new BABY PINK shade!
ADWOA BEAUTY
Adwoa Beauty is a hair-care brand specifically designed for individuals with curly hair. Their product line emphasizes curl hydration and maintenance, offering a variety of hair-moisturizing products. One notable product is the Blue Tansy Reparative Mask, which serves to seal in moisture and provide protein from quinoa. This protein assists in damage control and helps to refresh the vibrancy of hair color. Overall, Adwoa Beauty aims to cater to the unique needs of those with curly hair, providing effective solutions for hydration, repair, and color maintenance.
FASHION FAIR
The OG before Pat McGrath and Fenty, there was Fashion Fair. This is the perfect collection that’s designed for melanin-rich skin. Shut down in 2016 and relaunched exclusively at Sephora in 2021 they roared back with reformulated versions of its most popular products, like the Iconic Lipsticks, as well as some new products, including the Fabulous Face Priming Serum.
BREAD BEAUTY
Bread Beauty Supply understands all kinds of curl types (but especially 3A to 4C hair) with fortifying products that make your hair feel smooth, moisturized, and clean without weighing it down. One of the top sellers is the Cooling Greens Exfoliating Scalp Treatment.
PATTERN BEAUTY
This brand is the creation of Tracee Ellis Ross, a woman who understands textured hair. Check out her full line of hair products most are under -$50 line, hair tools, and strong-hold curl gels.
DANESSA MYRICKS BEAUTY
Makeup artist Danessa Myricks crafts each and every product to perform with high-quality pigments that won’t fade, smudge, or sweat off of your face during the day. Danessa Myricks Beauty Groundwork Blooming Romance Palette is a multi-tasker and created to work on face, eyes, brows and lips.
54 THRONES
One of the most indulgent moisturizers. At just six years old, this brand pays
homage to the rich culture of Africa’s 54 countries, where it also exclusively sources its ingredients.
LYS BEAUTY
LYS (Love Your Self) is becoming a makeup lovers favorite in part because most of their top quality products are under $25. Founded by Tisha Thompson.
EADEM
Eadem (2021) is the new kid in the skincare world but the luxury brand was
indoctrinated as a member of Sephora’s Accelerate program and won Glossier’s Grant Initiative for Black-Owned Businesses. Eadem’s biggest flex is the Milk Marvel Dark Spot Serum, a brightening mixture of niacinamide and vitamin C to make dark spots and hyperpigmentation marks fade.
