It’s important to distinguish between need and want—and for many beauty lovers, that line can get blurry. But in these critical times, how and where you spend your hard-earned money matters more than ever. From fragrance to skincare to makeup, every purchase is a form of voting—an investment in your values. And the numbers don’t lie: BIPOC consumers are not a minority in their spending power. In fact, they represent a driving force in the beauty industry.
In 2024 alone, the African American community spent $9.4 billion on beauty products, leading the charge in categories like fragrance, hand and body lotion, and hair care.
Here’s a closer look at how that spending breaks down:
- Total Spending: African American consumers spent $9.4 billion on beauty products.
- Top Categories: Hair care, fragrance, and hand and body lotion were leading areas of investment.
- Shopping Preferences: Online spending averaged $370 per year, outpacing in-store spending at $313 per year.
- Online Growth: Digital sales saw faster growth than in-store purchases, particularly in hair care, fragrance, facial skincare, and body care.
- Category Share: African American consumers make up 15.9% of fragrance-buying households but account for 22.4% of total fragrance sales. Similarly, they represent 14.8% of hand and body lotion households but contribute 16.6% of dollar sales in that category.
And it’s not just the African American community. Latinx, Asian American, Pacific Islander, and Indigenous consumers—often lumped into the outdated and incorrect label of minority—collectively form a powerful segment that is far from “less than.” These communities are influencing product development, driving trends, and demanding better representation from major beauty brands.
If you’re like me and already eyeing the latest beauty drops—or planning to restock your essentials—next week presents a major moment: the Sephora Savings Event, one of the retailer’s biggest sales of the year.
The Sephora Beauty Insider saving event starts April 4–April 14, 2025 with discounts varying depending on membership tier: Rouge (spend $1,000/year): Access from April 4; VIB (spend $350/year): Access from April 8; Insider (free to join): Access from April 8.
Supporting African American-owned fragrance and beauty brands during Sephora’s Annual Savings Event is a meaningful way to promote diversity and inclusivity in the beauty industry. Here are some notable brands to consider:
Fragrance Brands:
Chris Collins (World of Chris Collins): Founded by former fashion model Chris Collins, this brand offers luxurious fragrances that blend rich, complex notes inspired by global cultures.
Fenty Eau de Parfum by Rihanna: Part of the Fenty Beauty empire, this fragrance embodies Rihanna’s vision of inclusivity and self-expression.
Brown Girl Jane: Known for its wellness-focused approach, this brand offers fragrances designed to enhance mood and well-being.
Kimberly New York: Launched in 2016, Kimberly New York offers eau de parfums infused with a proprietary blend of 20% fragrance oil and natural solvents, creating long-lasting fragrances safe for sensitive skin.
Maya Njie Perfumes: This indie perfume brand develops each fragrance with essential oils, aroma compounds, and resins in small handmade batches, merging Swedish and West African cultures.
La Boticá: A luxury fragrance house offering home fragrances and perfumes, emphasizing handcrafted, sustainable products with ingredients sourced from South America.
MOODEAUX: A brand that focuses on clean, sustainable fragrances designed to interact with the body’s natural chemistry, enhancing the wearer’s unique scent.
Beauty Brands:
Fenty Beauty by Rihanna: Renowned for its extensive shade range and inclusive products, Fenty Beauty has revolutionized the makeup industry. Sephora
Pat McGrath Labs: Created by legendary makeup artist Pat McGrath, this brand offers high-quality, innovative makeup products.
Juvia’s Place: Celebrated for vibrant eyeshadow palettes and complexion products that cater to a wide range of skin tones.
Ami Colé: Founded by Diarrha N’Diaye-Mbaye, Ami Colé focuses on clean beauty products designed for melanin-rich skin, offering items like tinted moisturizers and lip oils.
BeautyStat Cosmetics: Known for its science-driven skincare, particularly the Universal C Skin Refiner, a potent vitamin C serum.
BREAD BEAUTY SUPPLY: Offers hair care products specifically designed for curly and textured hair, emphasizing simplicity and quality.
Black Girl Sunscreen: Founded by Shontay Lundy, this brand provides sunscreen formulated for women of color, ensuring no white residue.
LYS Beauty: Standing for “Love Your Self,” LYS Beauty offers clean, inclusive makeup products with a focus on skin-loving ingredients.
Danessa Myricks Beauty: Created by makeup artist Danessa Myricks, this brand offers versatile, high-performance products suitable for all skin tones.
Mented Cosmetics: Short for “pigmented,” Mented focuses on providing everyday beauty products with an emphasis on nude shades suitable for deeper skin tones.
