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Buying from Black-owned shops, stores and brands is one of the many ways to be an ally and show support to a community that has been deeply affected by systemic racism ( Black business owners turned down for loans twice as often). Your money can make a difference, especially when you continuously choose to buy Black for everyday lifestyle staples like makeup, clothes and accessories, food and more.
A simple Google search will direct you to Black-owned businesses within your community, but we've also compiled a list of brands that Good Housekeeping editors and Good Housekeeping Institute product analysts personally love that you can shop online right now. Our hope is that you'll find some new favorite products here that you can continue to shop longterm — and, because we're just scratching the surface with these recommendations, we promise to continue updating this list.
Alaffia offers sustainable, fair trade skin and haircare products for the whole family, from shampoos to face and body washes, in large sizes at affordable price points. The company's products contain high-quality ingredients like shea butter and coconut oil, and its Authentic African Black Soap even won a Good Housekeeping Sustainable Packaging Award in 2019. Product sales also help fund the brand’s foundation, which gives back to the African communities that harvest their ingredients.
Enhancing ones natural beauty is something that the team at Ami Colé has in the bag. All products are designed to highlight and not cover up. The skin tint is a sheer liquid cream available in 6 melanin-rich shades and the lip treatment oil, is truly flattering for all shades.
Bee Love employs formerly incarcerated individuals as a way to offer them a second chance at establishing a new life. The company makes everything from honey to honey-infused skincare products like indulgent body balms and sugar scrubs.
A trusted source for beauty and skincare advice, New York cosmetic chemist Ron Robinson has channeled his passion for innovative skincare ingredients and technologies into his own boutique skincare brand. Using a patented technology that encapsulates vitamin C to make it shelf-stable and prevent degradation from light and air, his serums and moisturizers caught the attention of the chemists in GH’s Beauty Lab.
If you don't know about this amazing hair care brand, you're missing out. The Be Gentle, Be Kind shampoo and conditioner will leave your hair feeling fresh, vibrant and soft. Bonus: No harsh sulfates, silicones or parabens are used in the products.
Camille Rose is known for its collection of skin and hair products in an array of delicious scents and textures. The brand’s Cane and Sugar Balm is one of our Beauty Director's all-time favorite body scrubs: The rich solid sugar, shea butter, and sweet almond oil formula is so decadent and leave skin silky — and it smells like warm brown sugar!
Many forget that it's important to not only moisturize your hair, legs, arms and feet but all parts of your body. ConditionHer is an all natural feminine moisturizer made to help keep you hydrated without disturbing your PH balance. It also helps sooth painful chafing and irritation. Think beyond your average conditioner in the hair aisle or body creams.
Working in product development with some of the biggest cosmetics companies, self-taught makeup artist and innovator Danessa Myricks decided to fill the gap she saw in the beauty industry. Danessa Myricks Beauty makes multi-functional products that can be used on different areas of the face.
Founded by a mother-daughter team, Eu’Genia Shea donates 15% of the profits from sales of its pure shea butter balms for skin and hair to the female workers in Ghana who produce the ingredient. The tins are cute, portable and spill-proof, too.
Take your day from drab to fab just by applying KNC's under-eye or lip mask. These luxe masks will plump and hydrate those two areas to give you a more refreshed look.
Mompreneur Tiffany Staten is the genius behind London Grant Co, whose products are mindfully sourced and arrive in eco-conscious packaging. They offer skincare items like fragrance-free butters, oil and scrubs — and you can get them all at Nordstrom.
Inclusivity is what this makeup brand offers with a vast range of shades in foundations, eye shadows and more, providing options for everyone. They even have a “shade finder” option on their site to help you find the best shade to match your complexion.
Just visiting the Brave + Kind website will fill you with wonder. The diverse books offered focus on early readers and young adults, but there is an adult section offering recommendations to help us all do better as human beings.
Cafe con Libros is more than a bookseller. It’s a bookshop, a cafe and a feminist community space where women, in particular, can feel safe and welcome. And with book clubs dedicated specifically to women of color and feminism, it helps readers find kindred spirits and deepen their understanding of the world and each other.
Hannah Oliver Depp, the Black and Queer founder of Loyalty Bookstores, started the company to bring more diverse voices to the industry and to provide a space that feels like home for marginalized people. And for those of us who seek refuge in paper and ink, there’s nothing more necessary.
The Lit. Bar opened on National Indie Bookstore Day in 2019 as the only bookshop in the Bronx. Today, it serves the community it calls home with events, a wine bar and a mission statement that’s as lit as the spot itself. Founder Noëlle Santos has created a space where you can find a new favorite read with a glass of something in hand, and we're here for it.
Semicolon Bookstore and gallery is a Black woman-owned bookstore that also has a nonprofit arm dedicated to raising literacy rates in Chicago by providing free books to Chicago Public School students. Getting students reading and an art-filled, inviting space? Count us all the way in.
This bookstore and coffee shop located in the City of Brotherly Love — founded by Marc Lamont Hill, not only serves high quality brew and an impeccable curation of literature, but was made to create a safe space for people in underserved communities to access books. At Uncle Bobbie's, members of the community can attend workshops, author events, weekly story time for children and more!
Clothing and Accessories
These shoes are a favorite of one of our Senior Textiles Analyst at the Good Housekeeping Institute, and were selected as one of our Best Products of 2021. Arch NYC makes fun and show stopping shoes including their fuzzy platform mules to add a flair to your look.
Twin sisters, Corianna and Brianna Dotson were bullied as kids, so much so that they made safety goggles to protect them from onlookers. It created an alter-ego for them. Fast forward to 2009, Coco and Breezy Eyewear was born. They have a full collection of chic and stylish optical eyewear and sunglasses.
Some of the prettiest dresses you will ever find! With fun colors and festive florals, their designs have been known to sell out quickly.
After experiencing hair breakage caused by the constant friction from a car seat on a bumpy 8-hour ride during a 2014 trip to Kenya —owner Grace Eleyae decided she had enough with damaged, chemically straightened hair. She later created the slap cap, a satin-lined hat that protected her hair from friction and damage that standard hats can cause. Since its launch, the company has expanded to multiple silk and satin-lined products to help promote hair protection.
Created by two engineering classmates turned best friends and now co-business owners, IV Chain sells both men and women’s necklaces that are all made in Italy. This dynamic duo is here to provide classic jewelry pieces that can be worn to the office or on a night out.
Jameel Mohammed designs modern and sleek jewelry that is polished and sculptural. It's a celeb-favorite brand as well.
Liya Kebede is an Ethiopian-born model and founder of Lemlem. The entire artisan collection which includes women’s, men’s, children’s and home, is made solely in Africa. Lemlem is known for its classic African patterns and techniques that create coveted pieces that are loved by many celebrities, including January Jones and Molly Sims. You’ll find colorful modern stripes, light breezy dresses and texture which in each collection.
Malacia Anderson, owner and designer of Li-Li’s Creations, has a love for vintage '50s and '60s fashion. She’s combined that love with different prints like African wax to create a modern and sophisticated collection full of vibrant colors, classic silhouettes and quality craftsmanship.
Parsons School of Design graduate and fashion designer Hassan Pierre joined forces with fashion activist and philanthropist Amanda Hearst as well as entrepreneur and investor Carmen Busquets in 2015 to launch the luxury ethical fashion platform Maison de Mode. Today he is the company’s CEO and a leading advocate for sustainability in the fashion industry. Shop Maison de Mode for a range of stylish sustainable pieces, from loungewear to beachwear to eveningwear, plus jewelry and accessories, that meet the brand’s mission of fashion for good.
For statement-making dresses, look no further than Míe. The brand was launched in 2018 and is located in Lago, Nigeria. Local seamstresses and artisans make the stunning apparel from natural and biodegradable fabrics.
Co-founders Ruby Herrera and Taylor Clarkson started a business and community together to unite and celebrate people with mixed identities. The result is Mixed Millennial, a blog that sells gorgeous sterling silver and gold necklaces that symbolize the duality of the mixed experience and reuniting different cultures and backgrounds.
The color options are endless when shopping from handbag designer, Murway. Their signature Momo Bag comes in a rainbow of colors including 24K gold yellow, electric blue and purple rain, just to name a few. Each is handcrafted and can be worn as a hand or shoulder bag.
Former dancer Erin Carpenter was always frustrated when she couldn't find hosiery to match her skin tone. She used that frustration to create Nude Bar, a line of tights, bralettes and underwear that come in 13 shades.
Founder Marsha Douglas-Syndor couldn’t find a pair of sunglasses to match her complexion so she started her own company. The eyewear shade finder helps you find your perfect pair of chic shades.
Smash Shoes' goal is to provide trendy footwear for women beyond the “standard” sizing. The company provides shoes in sizes 10-14 from heels to fun and colorful flats. Their signature thigh-high boots are a favorite of our Products and Reviews Updates Editor “I love that I finally have a pair of boots that I not only look good in but feel good in as well, the fit is great.”
After years of viral sketches and multiple television ventures, the friend and comedy group Dormtainment has added yet another title to their impressive resume. In 2020 the group launched its own eyewear company selling bright and trendy sunglasses for less than $100.
After attending the same schools from pre-school to college, the childhood friends decided to take their relationship a step further and become business partners. Inspired by the love for their HBCU, spring break and the memories of their hometown in North Carolina, SPGBK designs watches in a range of beautiful colors from brights reds to neutrals for both men and women that can be worn dressed up or down.
Shopping sustainably is key to a healthier environment, and Thrilling is a Black-Owned vintage boutique that can help. The retailer site sources unique clothing and accessory items from over 250 independent vintage stores from across the country, including trendy sunglasses and statement jewelry.
Founder and designer Katherine Theobalds wants women to look and feel their best when they wear her shoes. Her handcrafted pieces are touted for not only being beautiful, but also comfortable.
Food and Drink
Beyond making flavor-packed slow-cooked vegan beans, A Dozen Cousins also provides an annual grant to non-profit organizations working to provide healthy lifestyle education in underserved communities.
Is it a steak or a cake? The team at BCake NY can make just about any style of cake; if you prefer a three-tier traditional cake or something that is a bit out of the norm, this bakery has got you covered. Created by Miriam Milord, who originally started making cakes for friends and family but after much attention and demand, she decided to start making cakes full-time in 2009 and has expanded into the company known as BCake NY.
Entrepreneur Courtney Adeleye launched Cool Coffee Clique in late 2020. The company offers strong (and super flavorful) coffees and teas. It also sells stylish coffee appliances and functional accessories like laptop cases and reusable cups.
After creator and aspiring Olympic gymnast Taylor Lindsay-Noel was left paralyzed from an accident while training, she was determined to overcome her challenges. In 2018, Lindsay-Noel launched Cup of Té where you can find fragrant and delicious loose-leaf teas such as; noms berry delight, zesty lemon ginger or cream of earl grey.
These Spelman College classmates combined their passion for both business and chocolate; the duo went from wrapping chocolate bars in their living room to running their business on the historic Strivers Row District in Harlem. There, you can find golden brownstone chocolate bars, bonbons, cookie cakes and more.
Enjoy a medium-bodied chardonnay, a sparkling rosé, and a lively red blend from this wine brand, which was created by sisters Robin McBride and Andréa McBride-John. Some labels read "Black Girl Magic" and "Yes She Can" for an extra dose of inspiration.
Jeff Martin co-founded Pipsnacks with his sister, Jen, and his wife, Teresa Tsou, in 2012. Since then they’ve closed a $200,000 deal on Shark Tank, secured cross-country distribution at Whole Foods and made it onto Oprah’s Favorite Things list several times, all thanks to their gourmet heirloom popcorn. GH’s Registered Dietitian is also a fan of the mini popcorn kernels, describing them as "crunchy and flavorful."
All of the cookies at Salt n Sprinkles are dairy-free, egg-free and super delicious. If you want to create your own batch at home or give one as a gift, the brand now sells mason jar baking mixes.
After her favorite wing restaurant closed, owner Tyla-Simone Crayton decided to take matters into her own hands and started a sauce company at just 14 years old. With flavors like lemon pepper, spicy and tangy you might want to stick to making wings in your air fryer and topping them with the flavorful Sienna Sauce.
Co-founded by James Beard Award winner Chef Mashama Bailey, The Grey's elevated dishes are inspired by her southern roots and techniques taught during schooling in France. The Grey restaurant is located in Savannah, Georgia but some of Bailey’s delicious creations can be delivered right to your door. Using Gold Belly, you can order their flaky buttermilk biscuits, bread and butter pickles, salted honey pie and more, nationwide.
Trade Street Jam Co. is turning out excellent small-batch, low-sugar fruit spreads with deliciously unusual flavors like smoked yellow peach, strawberry, chipotle and fig and blueberry lemon basil. Spread it onto toast, stir it into vanilla ice cream, or, like the GH Test Kitchen is known to do, eat it by the spoonful.
When Fawn Weaver heard that a formerly enslaved Black man named Nathan “Nearest” Green taught Jack Daniel (yes, that Jack Daniel) how to make whiskey, she knew she had to make his story known to as many people as possible. And she did just that by founding Uncle Nearest, a premium whiskey brand in honor of Nearest, the first-known African-American master distiller.
What started as a beekeeping passion project for Summer and Kam Johnson has become an epic brand selling raw wildflower honey. Their unique jars, blended with good-for-you ingredients like beetroot powder, matcha and ginger root, are the perfect addition to any sweet or savory dish.
Health and Fitness
Alvin Ailey believed dance should be for everyone, and the Ailey Extension honors that notion by offering online dance classes, performances and workshops at an affordable price.
CultureFit makes yoga apparel for the culturally conscious, high-performing woman. Their West African designs are made of premium DryFit material that does not pill, tear or become see-through.
This social and wellness club centers around and celebrates all people of color. The club offers wellness workshops, cultural discussions, concerts and a true sense of community. Memberships are offered online, as well as in person in Brooklyn, New York.
This “hip-hop-inspired” tea company takes its inspiration from African holistic healing, and offers up a scrumptious variety of tea blends, which include ingredients such as antioxidant-rich butterfly-pea flowers and stomach-soothing peppermint.
A health-and-beauty brand that offers a variety of tasty teas full of body-and mind-boosting ingredients, including ginger (which has antiviral properties) and chamomile (which can help you sleep and soothe anxiety).
This line of balanced nutritional shakes are made with prebiotic fiber to support gut health. They were also created with the diabetic community in mind and aim to help manage blood sugar. Muniq offers both regular and vegan shake options, and the CEO Marc Washington founded the company in honor of his late sister Monica with a keen focus to support vulnerable communities.
This Afrocentric wearable art company sells several different mask styles, all in African fabrics, Ankara prints, and batik designs. This one has a mesh filter and a wire at the nose, for greater protection and to help glasses stay de-fogged.
This brand creates supportive and chic fitness wear for women, featuring eye-catching designs inspired by the African diaspora. The brand's Marula Bodysuit is absolutely jaw-dropping in the best way.
Home and Gifts
Shop owner Daisy Kimbro offers a huge selection of handmade hair and body items. But we encourage you to also check out her candles, which are highly reviewed.
Available at Target, Be Rooted features beautiful journal designs that celebrate a wide range of Black skin tones and protective hair stylings. You can get their notebooks for as little as $13.
Layering lighting in a room can completely transform its look and feel. GH's Senior Home Editor has had her eyes on the striking patterned African-inspired lampshades that Natalie Manima carries in her Etsy shop, Bespoke Binny. Manima, who is of Ghanaian descent, also offers a slew of other home products, including pillows, blankets and placemats, that are just as stylish.
This one's a fun, family-friendly and Zoom-friendly trivia game that lets you win without knowing any answers. You can buy it for just $20 at Brilliantorbs.com, Amazon and retail partners like Uncommon Goods and Knack Shops.
Look no further than Bolé Road Textiles' throw pillows to spruce up a basic sofa. Many of the global-inspired pillows, which are designed in Brooklyn and handwoven by Ethiopian artisans, feature super-soft cotton that will make your space more cozy in an instant.
Interior designer Nicole Gibbons really knows her paint, so it makes sense that she created a super-easy online paint shop to help people choose the perfect colors for their home. The interactive Clare Color Genius section of the site is a must-try for anyone who's looking to redesign a space.
This brand creates some of the cutest office supplies on Etsy. Adorable notebooks and empowering folders are just a few of the best-selling products from this shop.
Whether you're on the hunt for a glam coffee mug, unique stationery, or a far-from-basic notebook (you can never have too many!), Effie's Paper founder Kalyn Johnson Chandler has you covered. Her Etsy shop is full of lovely giftable items that you'll be tempted to keep for yourself.
Made from hand-blown glass, these elegant cake stands and glassware pieces will be the focal point at your next dinner party. The mixture of vintage- inspired and modern design incorporates bright jewel tones to stand apart from everyday tabletop pieces and are also available at Estelle Colored Glass and Anthropologie.
Founded by Montreal-based twins Byron and Dexter Peart, Goodee World is a one-stop destination for the most beautifully curated selection of items for your home and closet – not to mention unique, inspiring and thoughtful gifts. From handmade ceramic pieces to responsibly sourced basics (everyone needs a Goodee Hoodie!), Goodee is dedicated to making the world a better place through good design, poverty reduction and eco-minded sourcing, along with other socially responsible practices.
Founder and CEO Ymani Efunyale learned to make her own cleaning products after her toddler son accidentally sprayed a household cleaner in his mouth. Now over 10 years later, the demand for her highly concentrated plant-based formula is stronger than ever. Fans love the short ingredient list — it’s simply made with water, vegetable-based soap, vinegar and cleaning salts — and beautiful fragrance options.
Not only do they come in gorgeous packaging, but the Black-owned luxury candle brands are handcrafted with a vegan blend of fruits and are infused with natural essential oils.
Lighten up your home with Linoto’s natural linen bedding, curtains, towels, and table linens. The fabric, which comes straight from Belgium and Italy, is handcrafted into heirloom-worthy pieces by artisans in Westchester County, New York. After each item is cut and sewn, they are washed in all-natural laundry detergent and shipped off in plastic-free packaging, so you can feel better knowing that everything’s cared for from start to finish.
Brandy Brown, the woman behind Marbou Design, describes her style as “playfully refined” — and her gorgeous collection of wall art, stationery and home décor is exactly that. Every design holds a special meaning for Brown: Take, for instance, the Hocus art print, which was inspired by her daughter’s fascination with all things magic.
This Queer Black-womxn-owned shop sells everything from tie-dye t-shirts to quilted wall hangings. The brand also now sells face masks in unique patterns.
After working in the tech industry for over a decade, owner Michael Pratt decided to take his knowledge and invest into his own company. Pivet specializes in high quality cell phone cases. Pivet has also developed the Self-Cycle case, that according to the company is bio-available, which means when you are done with the case and aren't able to recycle, the naturally consumable plastic will decay in landfills.
These aren't your average puzzles — they're more like masterpieces. Photographer Cary Fagan has taken his works of art and turned them into the classic problem-solving game that is familiar to many. The best part is that in the end is that you'll be left with fine art.
Mother-daughter duo Cynthia and Kathryn are the women behind this brand, which creates dolls of color with different skin tones and hair textures — something both Cynthia and Kathryn wish they had seen growing up.
When Yelitsa Jean-Charles learned that 65% of the world’s population has curly or wavy hair but that only 4 out of 10 girls love their curls, a lightbulb went off. She needed to create a doll that would help young Black girls love their curls – and make sure no kid grew up as she did, without a doll that reflected her appearance. Zoe, the doll she created, has long beautiful kinky hair that kids can style as they choose. It’s currently being tested by the product analysts in the GH Institute as well as young girls from across the country – and everyone is really loving this new addition to the toy aisle!
Books are always a great gift (especially if you want to stay friends with a kid’s parents), and the Just Like Me box is more than a one-time gift: You sign up for a subscription and get two or three books that feature protagonists who are people of color. You can specify the recipient’s age range and whether you want to pay per month ($28 a pop) or pre-pay for a set number of months at a discount.
You can find a little of everything for kids and babies at this shop: backpacks, fashion dolls, notebooks, stationery and toys, but the Super Me line is the cutest, because every kid needs to see themselves as a hero. (New moms: They also come printed on bodysuits!)
Their jumbo puzzles, placemats and card and board games feature lovely images of kids and families being joyful. The jumbo floor puzzles are also sturdy enough to withstand heavy use from preschoolers.
This brand focuses on gender-neutral clothes for babies and toddlers. The pieces are touted for being super-soft, and since they are offered in white, black and gray, they help busy parents put together an outfit easily.
Puzzles are a great gift for almost any age, but these puzzles from husband and wife duo stand apart from your average 100-piece puzzle. The couple started the company with the intention of inspiring young black and brown children of diverse backgrounds —endorsing the fact that representation matters. Their styles include chemistry girl, future engineer, space explorer puzzles and more.
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