Twok London

The beauty industry has seen a long-overdue shift. For decades, Black consumers were overlooked, with limited shade ranges and formulas that didn’t cater to darker complexions. But today? Black-owned and Black-founded beauty brands are not only correcting that imbalance—they’re leading innovation, creativity, and inclusion in the industry.

Whether you’re looking for flawless foundation matches, deeply hydrating skincare, or bold pigments that pop on melanin-rich skin, this guide celebrates the best Black beauty brands making waves.

Let’s explore the standouts every beauty lover should know.

1. TWOK London

TWOK London deserves the top spot on any list. This UK-based brand isn’t just another makeup label—it’s a bold celebration of Black beauty. Known for its vibrant pigments and inclusive shade ranges, TWOK London creates high-impact products that complement darker skin tones.

Hero Products:

• Loose Eye Shadow Pigments (e.g. Glowing, Hold It, Kym Purple)

• Full-coverage foundations with warm undertones

• Shade-matching tools that take the guesswork out

TWOK London products are now available on Brandlistry.ng, making them easily accessible to African shoppers.

2. Juvia’s Place

Founded by Nigerian-born Chichi Eburu, Juvia’s Place is a cult favorite known for its rich color palettes inspired by African culture. The brand offers one of the most pigmented eyeshadow formulas on the market—perfect for bold, expressive looks.

Why We Love It:

• Affordable, vibrant palettes with African heritage themes

• Deeply pigmented foundations and concealers

• Inclusive and unapologetically bold

3. Fenty Beauty by Rihanna

When Rihanna dropped Fenty Beauty, she changed the game. Launching with 40+ foundation shades, the brand put shade inclusivity on the global stage and forced the industry to catch up.

Best For:

• Soft matte and hydrating foundations

• Gloss Bomb lip glosses

• Cream blushes that suit every skin tone

Fenty is now a standard, but it’s important to recognize it as a milestone for Black representation in mainstream beauty.

4. Uoma Beauty

Uoma (pronounced "uh-mah") means “beautiful” in Igbo. This brand was founded by Nigerian-born Sharon Chuter and offers a rebellious, Afro-futurist take on beauty.

Signature Offerings:

• Say What?! Foundation with 6 custom formulas by skin type

• Bold lipsticks and liners

• Skincare-meets-makeup hybrid products

Uoma isn’t just selling beauty—it’s building a movement.

5. The Lip Bar

Started in a kitchen by Melissa Butler and once rejected on Shark Tank, The Lip Bar is now a Walgreens mainstay. It’s proof that clean, inclusive, affordable beauty made for women of color belongs on every shelf.

What Stands Out:

• Vegan, cruelty-free ingredients

• Fast Face kits for 5-minute makeup routines

• Diverse lip color options from nudes to deep reds

6. Beauty Bakerie

Beauty Bakerie brings sweetness and sass in equal measure. Founded by Cashmere Nicole, the brand’s packaging is inspired by desserts and pastries, but the formulas are serious business.

Best-Sellers:

• Flour Setting Powder (no white cast!)

• Lip Whip liquid lipsticks that stay on all day

• Blending eggs for makeup application

7. Mented Cosmetics

Short for “pigmented,” Mented was created to solve the nude lipstick problem for Black women. The brand has since expanded into eyes, skin, and tools.

Why It Matters:

• Beautifully curated nude lipsticks for deeper tones

• Lightweight foundations and pressed powders

• Everyday makeup that feels polished, not overdone

8. Pat McGrath Labs

Pat McGrath is a legend. Known as the most influential makeup artist in the world, her brand is luxury at its most experimental and opulent.

Luxury Favourites:

• Mothership Eyeshadow Palettes

• Skin Fetish Sublime Foundation

• Highlighters and lip products with radiant finishes

It’s expensive, but the quality and artistry are unmatched.

Why Supporting Black Beauty Brands Matters

It’s more than representation—it’s about equity, ownership, and reshaping the beauty narrative. When you support Black beauty brands, you’re:

• Encouraging inclusive product development

• Investing in community and cultural expression

• Helping build generational wealth

Final Word

From cult classics to emerging favorites, Black beauty brands are raising the bar—formulating with intention, celebrating identity, and serving melanin-rich skin like no other. Whether you want pigment-packed shadows, complexion-perfecting foundation, or just makeup that feels made for you, these brands deliver.

Start with TWOK London, and explore the rest—you might just find your new holy grail.