Top Black-Owned Beauty Products at Ulta and Sephora

Portrait of happy black woman isolated on gray with hand in her afro hairstyle

Key Points

  • Ulta and Sephora stock their shelves with some of the top black-owned beauty products on the market.

  • Black-owned businesses create products for hair and skin types previously underrepresented in the beauty industry.

  • Learn what products can solve your most common beauty woes.

While beauty companies have made some efforts to strike change, understanding the root of diversity goes beyond including a few black models in a beauty campaign. It's a difference in needs. Each category of beauty and skincare varies for black consumers. Black hair requires specific oils to penetrate the hair shaft and not all popular skin care products cure acne scarring on melanin skin.

This is where some businesses are stepping in to create top black-owned beauty products. With the unique requirements black skin and hair require, it's a breath of fresh air that two of the largest beauty retailers, Sephora and Ulta, have updated their shelves and mission statements to cater more to black beauty demands.

Black Beauty Representation

Since black skin and hair care are severely underrepresented and researched, it makes sense that companies fail to cater to black consumers. The irony of big companies lacking representation is that black women spend close to $7.5 billion annually on beauty products.

The downside for black female consumers, driven to assimilate to mainstream beauty standards, is that their stock of unreliable hair and skin care products often result in damaging their hair and skin as opposed to enhancing it.

Regardless of the quality of the product, companies within the hair and skin sectors benefit from being recognized by larger platforms. Thankfully, vital steps have been taken towards impactful representation which includes two of the largest beauty chains: Ulta and Sephora. Both companies are working toward becoming more inclusive and diverse.

During the height of racial tension in America in 2020, Sephora joined the masses of companies who promised to make more BIPOC-friendly experiences. By the end of 2021, Sephora doubled its original number of black-owned products from only carrying eight black-owned companies to carrying 16 in 2022.

Sephora also addressed racial bias in many of its stores. Along with implementing a diversity training program required for all store employees, Sephora generated more inclusive product marketing.

Ulta followed in Sephora's footsteps by amplifying inclusive and diverse stores and products.

These new steps of inclusion from Sephora and Ulta are refreshing — especially when their websites and stores are now uplifting black brands that would have otherwise been overlooked. Each company's website hosts a wealth of black-owned brands. Everything from coily-friendly hair products to melanin-rich skincare brands is now available.

If you're ready to stock up on hair and skin care, check out the products listed below.


Maintaining natural hair is a complex process and many factors come into play leading to either growth or damage of hair. A lot of hair care marketed to black women contain alcohol and sulfates, leading to brittle tresses that break off over time. Further, 60% of black women rely heavily on relaxers to cope with the absence of proper products.

During the natural hair movement in 2015, women with type 4 hair came to the stark realization that watery leave-in conditioners and mousses didn’t sustain the moisture in their tresses. Years later as more kinky-coily naturals took to Youtube, the lessons about porosity and density began. 

Porosity and density — the amount of water hair follicles allow in and the number of hair follicles on one’s head, respectively — determine the efficacy of a product. For example, thick and creamy leave-in conditioners work well on low-porosity hair, while lightweight leave-in products and gels work better for high and medium porosities.

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Naturalistas across the world learned the power of whipped butters, deep conditioning, and regular trims. The mystique of growing kinky hair was replaced by exuberant make-shift stylists who could turn any household food item into a deep conditioner. Although this golden period captivated the black community, the era came to an abrupt halt.

The age-old beauty standard is a beast that impacts common perceptions of beauty. As soon as the "Clean Girl" and "Coquette" aesthetics dominated Tiktok, and more femininity coaches preached the power of a "groomed" look, natural hair fell back out of favor. Suddenly, the safe spaces fostered by the underrepresented on social media were bombarded with past traditional beauty standards.

The message for representation gets fuzzy when looser curls are uplifted and texturizing procedures like the Gina Curl are multiplying. Popular trends pointing towards eurocentric beauty ideals, even if it includes black hair and skin, diminish the hair work of promoting authentic black beauty.

A common goal for these natural hair brands is merging sustainable and clean products that also nourish textured tresses. The founders understand that textured hair is not one-size-fits-all. There is a range of different curls, coils, porosities, and densities that require tailored care.

To meet the demand, a lot of the top brands at Ulta and Sephora include whipped butters, moisturizing leave-ins, and saturating deep conditioners made from natural ingredients. 

Check out the following brands:

Mielle Organics

Founded by Monique Rodriquez, Mielle Organics focuses on using natural ingredients like pomegranate and honey to properly nourish all curls and coils. Mielle Organics also prides itself on being organic and values being transparent about the superfood ingredients used.

Look for the White Peony Leave-in Conditioner, Pomegranate & Honey Leave-in Conditioner, and the Pomegranate & Honey Coiling Custard at Ulta stores.

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Melanin Hair Care

Beginning as a Youtube naturalista, Whitney White and her sister Taffeta designed Melanin Hair Care as a brand that answers many hair problems.

Ulta and Sephora sell the Multi-Use Softening Leave-in Conditioner and Twist Elongating Cream. Each product uses a blend of coil-friendly oils and does not include harmful parabens or silicones.

Camille Rose 

Camille Rose capitalizes on products that cure excessive dryness in black hair. By mixing healthy ingredients like rice milk and macadamia nut oil, Camille Rose’s CEO focuses on sustaining hair health to promote growth.

Currently, Ulta carries multiple Camille Rose collections such as the Signature and Coconut Water. Both collections include leave-in conditioners, deep conditioners, twisting butters, and styling gels. 

Carol’s Daughter

The primary goal of this brand is to provide innovative formulas and healthy ingredients to promote better hair health for textured hair. Active ingredients include almond milk, castor oil, and ginger which can treat dry and damaged hair over time.

Ulta stocks the Goddess Strength Divine Strength Leave-in Cream, Monoi Repair + Protect Multi Styling Milk, and Monoi Repairing Sulfate Free Shampoo. 

Pattern by Tracee Ellis Ross

Following creator Tracee Ellis Ross’s journey with learning her curls, Pattern is a multidimensional brand that promises to guide naturals in understanding the proper routine for their specific hair type. Pattern takes into account the different porosities and curl types while including curl-happy oils and honey.

Popular products available at Ulta and Sephora are Pattern's Leave-in Conditioner, Jojoba Oil Blend, and Hydration Shampoo. 

Adowa Beauty 

Adowa Beauty prioritizes a happy scalp to ensure hair growth. This brand utilizes a concoction of oils — baobab, peppermint, spearmint, and wintergreen– to deeply penetrate the scalp and promote hair growth.

Ulta and Sephora carry popular items like the Melonberry Hair Milk Leave-in Conditioner, Baomint Moisturizing Shampoo, and Baomint Protect + Shine Oil Blend. 

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The Mane Choice 

Now a household name in many natural hair care routines, The Mane Choice prides itself on optimizing hair health, transformation, and retention. Their products blend biotin, vitamin E, and castor oil to thoroughly nourish all curl types.

Available products at Ulta include the Alpha Multi-vitamin Scalp Growth Oil, Easy on the Curls Hydration Shampoo, Easy on the Curls Hydration Conditioner, and a plethora of hair vitamins rich with collagen to promote additional hair growth. 


Known for its luscious whipped products, TGIN is a game-changer for coily-kinky hair textures. Blended with coconut oil and black honey, TGIN promises to repair brittle hair and reduce breakage.

Look for Miracle RepaiRx Protective Leave-in Conditioner, Miracle RepaiRx Deep Hydrating Hair Mask, Honey Miracle Hair Mask Deep Conditioner, and Rosewater Frizz Free Hydrating Conditioner at Ulta. 


Naturalicious fuses thick creams and nourishing oils to properly treat dry, brittle hair that refuses to obtain moisture. The brand caters to a range of hair types and porosities by including healthy ingredients like shea butter, beeswax, coconut oil, and sunflower oil.

Ulta carries the Moisture Infusion Styling Creme, Moroccan Rhassoul 5-in-1 Clay Treatment, and Heavenly Hydration Grapeseed Oil Mist. 

Shea Moisture

Standing in as the OG brand that every naturalista has likely used, Shea Moisture products have been revived to include more curl types in their moisturize game. Products blend coconut oil, Jamaican black castor oil, and shea butter to ensure hair retains moisture.

Popular collections available at Ulta include the Coconut and the Hibiscus Curl and Shine and Jamaican Black Castor Oil Strengthen and Restore. 

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Hair care's story is similar to that of melanin skincare. Like hair, black skin requires delicate treatment. Skin traumas from acne on melanin-rich skin lead to hyperpigmentation and stubborn dark spots. The tricky part is that each area can’t be treated with the same solutions.

With the internet oversaturated with skincare tips targeted at non-black skin, it's easy for black people to be misinformed and invest their time in the wrong products or practices, such as the overuse of glycolic acid.

Many people incorrectly believe sun damage doesn’t exist for people with darker skin. Many black people grew up believing they were invincible to UV rays. Repeated sun exposure runs the risk of developing melanoma, skin cancer, and rapid aging of the skin.

While all ethnicities can suffer from uneven skin tones, it is especially tricky to treat darker skin tones since it requires a precise combination of ingredients to do so. If you add in the troubles with acne mentioned above, ingredients need to properly address more than one problem at a time. 

The most important thing to remember about black skin is that it requires extra tender love and care. The founders of these brands understood the assignment of thorough research for black skin care: hyperpigmentation, proper sunscreen screen, serums, and moisturizing.

Each brand discussed here has its unique take on proper care for black skin while including impactful ingredients that target stubborn skin issues.


Topical founder Olamide Olowe’s skin troubles inspired her to create a skincare brand that accommodated all skin types. The brand caters to hyperpigmentation, soothing sensitive skin, and dark spot correction.

Check out Topicals products at Sephora: Mini Faded Serum for Dark Spots & Discoloration, Duo for Dry, Sensitive Skin & Discoloration, and Faded Brightening & Clearing Mist. 

Shani Darden Skin Care 

Expert esthetician Shani Darden put her years of wisdom and science-backed research into a skincare line that promotes simple yet effective skin improvements. The cruelty-free and vegan products use gentle ingredients that soothe and target problem areas.

Sephora stocks the Lactic Acid AHA Exfoliating Serum, Retinol Reform Treatment Serum, Weightless Oil-free Moisturizer, and Sake Toning Essence. 

Black woman rubs lotion on shoulder


EADEM’s goal is to challenge the skin care industry by focusing on melanin-rich skin care. The brand combines the brain power of women of color chemists and dermatologists to ensure that the products answer the unique skin troubles that women of color face.

Available products at Sephora are the Cloud Cushion Plush Moisturizer with Ceramides + Peptides and Milk Marvel Dark Spot Serum with Niacinamide and vitamin C.

Hyper Skin

Hyper Skin uses clean proven clinical ingredients and powerful natural botanicals to heal skin troubles often seen on darker complexions. The brand centers on real skin – texture, dark spots, acne – to remind clientele that it is beautiful.

Hyper Skin's Fade and Glow Mask AHA is available at Sephora.

CAY Skin

As a mixture of daily SPF and skincare, CAY Skin is the perfect blend of gentle ingredients that sustain healthy skin and moisture.

Sephora stocks the Deepwater Hydrating & Soothing Body Creme with Sea Moss & Niacinamide. 


Bevel founder Tristan Walker dedicates his brand to black men's skin and beard care that focuses on coarse and curly hair.

You'll find Post Shave Balm, Dark Cassis Body Wash, and 2-n-1 Pomade at Ulta. 

Undefined Beauty 

Undefined Beauty has many goals for melanin skin: clean ingredients, access to research, and plant consciousness. By including raw superfood ingredients, this brand can soothe multiple skin issues at once while still promoting clean products.

Available products at Ulta include R&R Sun Serum, R&R Night Serum, R&R Cleanser, and R&R Day Serum. 

Black woman with curly hair smiles


ROSEN skincare was created by dermatologist Dr. Ingleton who embraces simplistic skincare. The brand seeks to make skincare as easy as possible by utilizing an effortless routine of products.

Sephora and Ulta stock the Superfruit Gentle Brightening Cleanser, the Superfruit Exfoliating Tonic 8% AHA Solution, and the Blemish Control Booster Serum. 

BeautyStat Cosmetics 

Chemist Ron Robinson founded BeautyStat Cosmetics to ease the search for quality skin care products. The brand uplifts consumer needs and provides quality products that make healthy skincare attainable.

Ulta products include Universal Microbiome Barrier Balancing Cleanser, Universal Moisture Essence, and Universal C Skin Refiner. 

Buttah Skin

Buttah Skin sought to establish two major goals: better skincare representation for melanin skin and scientific-proven products that aren’t harsh and stripping of the skin.

Find these products at Ulta: Vitamin C Serum, AHA/BHA Rosewater Toner, Oil Free Gel-Cream Moisturizer, and CocoShea Revitalizing Cream.

A Bright Future

The more representation black hair and skin care receives, the more black consumers can be included in the boom of quality beauty regimens.

Sephora and Ulta's collections prove that big companies can make impactful changes to their products without sacrificing sales. Consumers and companies alike will flourish when big retailers stock their shelves with more diverse products.

Aside from fancy leave-in conditioners and face serums, hair and skin health knowledge are luxuries black consumers are not familiar with just yet. Gone are the days when black consumers hide behind chalky makeup and shedding hair. With these new products, beauty can be attainable for everyday consumers!

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