Black-Owned Beauty Brands FaceStruggles Amid Economic Challenges

Running a beauty brand, especially one that’s Black-owned, has always been challenging, but recent years have intensified the struggles. Since 2020, we witnessed many such brands closing down, filing for bankruptcy, or being sold off to larger corporations just to keep afloat. Although there was optimism following the heightened awareness brought on by protests against racial injustice, the economic aftermath has proven tough for these businesses. Now, as we navigate through 2024, the future for minority beauty brands appears dimmer than it did post-George Floyd protests. Experts like Desiree Rogers, co-owner of Black Opal, express how the terrain has become increasingly complicated: “Everything has become harder—raising capital, negotiating with retailers, and ensuring we have quality products at reasonable prices,” she said. This struggle resonates deeply across the industry, pointing to the mixed performance of independent makeup brands, especially those catering to ethnic audiences. At the heart of this conversation lies the so-called “A-beauty” trend, which refers to the rise of African beauty brands appealing to Western markets. Though brands focused solely on meeting the needs of ‘melanin-rich’ individuals initially saw success, there’s emerging skepticism about their long-term viability. Dija Ayodele, founder of Black Skin Directory, provocatively stated, “I don’t think...