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If you’re starting to rethink where you spend your money but don’t want to give up on the convenience that Amazon offers, we hear you. Now more than ever, it’s important to take a closer look at the businesses we support, and directing your dollars toward building up Black-owned brands is a great way to vote with your wallet — and get some amazing products.
Next time you need to buy something, ask yourself if the item is available from a Black-owned Amazon seller. Chances are it is, and you can get exactly what you need at the lightning speed you’re used to while supporting Black entrepreneurs.
From tried-and-true brands we’ve loved for ages to smaller up-and-comers that should definitely be on your radar, here are some of our favorite Black-owned companies on Amazon.
A natural haircare brand that actually delivers on performance is a refreshing alternative to the heavily fragranced and chemical-laden products we normally pick up at the drugstore—and the other natural brands that just don’t do the job. Nancy Twine uses her grandmother’s handed-down haircare remedies, revamped by a team of chemists, to create products made from natural ingredients that actually work.
Your damaged and chemically treated hair is begging for a dose of this mask. Shoppers swear by this blend of nutrients from B-vitamins, natural oils, algae and biotin to give their hair a healthy shine. “Works just as well as some of the much more expensive stuff, and believe me, I've tried it all,” raves a five-star reviewer. “I have super fine, damaged hair and have to walk the fine line of dealing with my damage by conditioning, but not overdoing the moisture and getting limp/sad hair. This stuff worked well for my complicated problem, and also smells delightful.”
Shop it: Briogeo Don't Despair, Repair! Deep Conditioning Mask, $36, amazon.com
Rihanna’s inclusive lingerie brand is all about disrupting an industry that tells women their bodies can only be a certain size to be considered beautiful. The line is affordable, comes in sizes XS to 3X, and will make anybody feel their best.
Fenty’s best-selling product on Amazon is this comfy high rise brief that comes in eight colors. One reviewer who calls them ‘a must-buy’ says: “These check all the boxes: soft, stretchy, full belly coverage, comfortable and hold you in, but not in a confining way. I love how these fit and how they are full coverage while also giving me some peace of mind that my tummy bulge is being held in and smoothed out under clothing. I’ll be ordering more of these for sure!”
Shop it: Savage X Fenty Women's Stretch Microfiber High-Waist Brief, $18.50, amazon.com
Golde is on a mission to make self-care more inclusive. Founder Trinity Mouzon makes beautifully packaged wellness products for inner and outer radiance, and Instagram can’t get enough.
The latest mask to take over Instagram is this powder-to-gel formula that’s made from such pure, high-quality ingredients you’ll want to eat it. It uses anti-inflammatory and antioxidant-rich superfoods like spirulina, chlorella and mango to fight breakouts, nourish skin and protect against environmental aggressors.
“My skin was giving me its regular issues—uneven texture, hormonal acne, dullness—so I decided to give this a shot. The following day after trying this mask, my skin was glowing and I could see some redness was calming down,” writes a happy customer on Instagram. “Now I'm dedicated to doing this mask three times a week and my skin is smoother than ever.”
Shop it: GOLDE Clean Greens Edible Superfood Facial Mask, $34, amazon.com
Representation matters, and Ikuzi Dolls are here to make young Black girls feel seen. Ikuzi means “to teach,” and these dolls that celebrate Black beauty are a great way to show girls that Black is beautiful. Founder Ozi Okaro created the brand to make sure her daughters had dolls that look like them.
Wearing a gorgeous Ankara cotton dress and sporting her natural curls, this sweet doll will make every little girl fall in love. And her eyes open and close, too.
“Love this doll. It looks exactly like my two-year-old daughter,” writes a five-star reviewer. “She loved it when I gave it to her.”
Shop it: Ikuzi Dolls African American 18" Doll Brown Skin, $80, amazon.com
This elegant men’s grooming brand by founder Tristan Walker is designed to reduce shaving irritation and razor bumps. And it will look impossibly chic on your countertop.
Anybody prone to razor bumps will love this fresh start on their shaving routine. The kit includes a safety razor, shave creams, oil, balm and 20 blades for a close shave with no irritation or in-grown hairs.
“Awesome. I shave every day and this reduced my shaving bumps to barely any,” writes a satisfied shopper. “Great product for people with curly hair, black, white or whoever.”
Shop it: Bevel Shave Kit, $90, amazon.com
You might not think much about the inclusivity of the games you play, but Cards for All People’s Latesha Williams addresses it by infusing humor and nostalgia with trivia. Games include Black Card Revoked, Girls Night Out, Gay Card Revoked and Lip Service with Angela Yee.
This card game was so adored that it was turned into a TV show. One five-star reviewer says: “This game isn't just for Blacks folks,” and describes it as being “centered around Black pop culture with questions like ‘how many fights did Will Smith get into before his mom got scared?’ If you don't know the theme song to the Fresh Prince of Bel-Air then I just don't know what you've been doing with life. Hilariously, there are questions noted as majority rules which means you debate and argue about who the top three rappers of all times are until the majority of people agree. It's a nice mix of trivia style questions and a fun game to share with friends and family.”
Shop it: Black Card Revoked, $16, amazon.com
Rihanna is in the business of meeting consumer’s needs with products that truly accommodate every person’s unique style and skin tone. Her beauty brand reportedly racked up $100 million in sales in its first few weeks after launching, and we’re happy to support it.
Typically, when a beauty product is called ‘universal,’ it doesn’t quite make the cut for all skin tones. This gorgeous lip gloss is the exception to that rule.
One shopper who loved its ‘silky feel’ was “amazed at the beautiful nude shade and how it made my lips feel. I use it over my lipstick or alone when I go with a natural look. I will be buying it again.”
Shop it: Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer, $28, amazon.com
This top-rated Amazon seller makes dresses for every body type—available in sizes S to 3X, they boast bold prints perfect for summer.
Available in 16 gorgeous patterns, you’ll live in this top-rated stunner all summer—more than 1,100 shoppers vouch for its comfort and style.
One shopper who bought it in two colors says: “The body is ample and the pockets are well placed, giving a look of sophistication. It is lightweight with a hint of stretch for easily pulling over the shoulders. This would be great over a bikini. I would recommend this for a cute summer look on just about any occasion.”
Shop it: SheKiss Women's Casual Maxi Sundress, $37 (was $40), amazon.com
Remember what we said about there being a Black-owned seller on Amazon for just about everything you’d need? This affordable household cleaning brand is just what we were talking about. True is a Veteran-owned company headquartered in Atlanta, Georgia and founded by Ali B. Muhammad, Malik Saleem and Abdur-Rahim Shaheed. Their primary product is a plant-based laundry detergent that’s safe for sensitive skin and not tested on animals.
With an impressive 4.8-star rating, this concentrated heavy-duty detergent uses ingredients you can pronounce, and it’s biodegradable, non-toxic and phosphorus-free.
“Smells great, gets clothes clean and I use half as much per load compared to other brands (Ecos was my most recent brand; Arm & Hammer and Tide before that,” writes a reviewer. “Packaged so it didn't leak everywhere, as has happened when I've purchased a laundry detergent online before. My husband has sensitive skin and zero complaints about the new detergent.”
Shop it: True Laundry Detergent, $15, amazon.com
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