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 (FYI: Black business owners are turned down for loans twice as often). Your money can make a difference, especially when you make a commitment to buy Black for everyday lifestyle staples like makeup, clothes and accessories, food and anything else you need.
A simple Google search will help you pinpoint Black-owned businesses in your local area, but we’ve also compiled a list of brands that Good Housekeeping editors and Good Housekeeping Institute product analysts personally love, all of which 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.
Beauty
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 one’s 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 six 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 fresh chance at establishing a new life. True to its name, 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. Originally created to help founder Janell Stephens’ kids with their eczema, the brand’s products smell good enough to eat.
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 saw a gap in the beauty industry and decided she’d fill it herself. 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 and 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, eyeshadows and more, providing options for every complexion. They even have a “shade finder” option on their site to help you find your perfect shade.
Founded by Diishan Imira, Mayvenn seeks to offer top-quality human hair and beauty products in a seamless online purchasing experience. Mayvenn offers virgin straight hair that comes in multiple colors and lengths that’ll suit all your needs.
Founded by Malaika Jones, Brown Girl Jane is a plant-based wellness and beauty brand with products ranging from skincare to candles to fragrances. The entirety of Brown Girl Jane’s collection is ethically sourced and cruelty-free.
Sacha began its operations in Trinidad and Tobago in 1979. The original idea was to create a beauty line that helped Caribbean women get representation, but over the years, the brand has blossomed into one that’s used by women of color everywhere. The Buttercup Setting Powder helps to blur fine lines and pores for a photo-ready look.
The mission of Black Radiance is quite simple: to empower women of color around the world to own their unique beauty. Black Radiance offers products that celebrate self-acceptance and inner strength.
Bookstores
Just visiting the Brave + Kind website will fill you with wonder. The diverse books offered largely focus on early readers and young adults, but there is an adult section offering recommendations to broaden your reading diet.
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 on the page, 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 java and impeccably curated literature, but was made to provide 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.
Eyeseeme African American Children’s Bookstore serves as a resource to parents, teachers and schools by providing children’s books that promote positive representation and stories about African American culture and history.
Clothing and Accessories
These shoes are a favorite of our Good Housekeeping Institute Senior Textiles Analyst and were selected as one of our Best Products of 2021. Arch NYC makes fun and showstopping shoes to add flair to any 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 and 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, so smash that “buy” button if something special catches your eye.
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. She 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.
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 in Africa. Lemlem is known for its classic African patterns and techniques that create pieces that are loved by celebrities like January Jones and Molly Sims. You’ll find colorful modern stripes, light breezy dresses and enticing textures within 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 vibrant prints to create a modern and sophisticated collection full of eye-popping 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. 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 Lagos, 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 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.
If you’re not afraid of color, you’ll love 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 Barre, a line of tights, bralettes and underwear that come in 13 shades so you’re sure to find a match.
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 glasses.
Smash Shoes’ goal is to provide trendy footwear for women that go beyond the “standard” sizing so everyone can step out in style. The company offers 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 who said, “I love that I finally have a pair of boots that I not only look good in but feel good in, as well.”
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, a group of 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 people of any gender 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.
Multi-platinum singer Ciara launched her clothing line in 2021. From bodycon dresses to miniskirts and functional jumpsuits, Lita by Ciara offers something for every sartorial aesthetic.
Mother and daughter duo Rebecca Henry and Akua Shabaka strive for their brand, House of AAMA, to become the next “great expression” in fashion. The label sells dresses and separates for both men and women that are emblazoned with striking patterns.
Did you know that Nicole Richie owns her own fashion brand? It’s called House of Harlow, and the brand was founded in 2008, offering sunglasses, jewelry, dresses and other accoutrements. House of Harlow has even collaborated with Revolve on limited-edition collections.
If you’re in the market for a luxe hat, take a look at the unisex fedora and baseball caps made by Alpha Phi Alpha Fraternity, Inc. brothers Archie Clay III and Tajh Crutch for their brand Wear Brims.
One of the first bags that Brandon Blackwood and his eponymous label created was a tote with the words “End Systemic Racism” etched across it. Since then, the brand has been on the arms of celebs like Saweetie, The City Girls and Kim Kardashian.
Food and Drink
Beyond making flavor-packed slow-cooked vegan beans, A Dozen Cousins also provides an annual grant to nonprofit organizations working to provide healthy lifestyle education in underserved communities.
Is it a cake? The team at BCake NY can make just about any style of cake — whether 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 the rest is delicious history.
Entrepreneur Courtney Adeleye launched Cool Coffee Clique in late 2020. The company offers super flavorful coffees and teas in packaging that’s just as pleasing. 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 find a new dream to fulfill. 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 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 that pay tribute to the neighborhood as well as bonbons, cookie cakes and more.
Enjoy a medium-bodied chardonnay, a sparkling rosé or 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” if you need a little inspiration while you sip.
Jeff Martin co-founded Pipcorn Heirloom Snacks 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 and other tasty snacks. GH’s Registered Dietitian is also a fan, calling the popcorn “crunchy and flavorful.”
All of the cookies at Salt n Sprinkles are dairy-free, egg-free and totally delicious. If you’re looking for an allergen-friendly treat, you’ve come to the right place.
After her favorite chicken 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 instead of ordering takeout.
Co-founded by James Beard Award winner Chef Mashama Bailey, The Grey’s elevated dishes are inspired by her Southern roots and techniques she learned at culinary school 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 Goldbelly, you can order their flaky buttermilk biscuits, bread and butter pickles, salted honey pie and more to be delivered 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 foodies in the GH Test Kitchen have been 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.
Askanya Chocolates is Haiti’s first premier bean-to-bar chocolate company. Askanya offers chocolate bars in different cacao variations, including rich dark chocolates with up to 90 percent cocoa for a truly decadent experience. The brand also makes inventive flavors like lime and orange chocolate for those who are more adventurous.
Founded by two college friends, Amanda Fields and Brendan Smith, Joe’y is a coffee alternative that harnesses the power of mushrooms, adaptogens and superfoods to give all the benefits of coffee (energy boost very much included!) without the jitters that can come with caffeine consumption. Just froth it up with water to add more pizazz to your morning without getting the shakes.
Founded by Toyin Kolawole in 2015, Iya Foods crafts African-inspired baking mixes and flour that incorporate African superfoods. The brand also sells gluten-free options for those with dietary restrictions.
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 when it gets sweaty or wet.
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. The brand 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 a wide array of different apparel, accessories and other options. Their athleisure line means you can get sweaty while still looking fly.
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
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.
This one’s a fun, family-friendly and Zoom-friendly trivia game that lets you win without knowing any answers. We’ve all got that one friend or family member who can talk their way out of anything. This game’s for them.
Look no further than Bolé Road Textiles’ throw pillows to spruce up a neutral 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 or freshen up a space.
This brand creates some of the cutest office supplies Etsy has to offer. Adorable notebooks and empowering folders are just a few of the bestselling 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 quality 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 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 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, N.Y. After each item is cut and sewn, they’re 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 Marabou 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. Consider it a one-stop-shop for any gifts you might need — especially for yourself.
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.
For a statement piece that will prompt conversation, grab any pillow from woman-owned Don’t Sleep Interiors on Etsy. The brand sells decorative pillows, mugs and art that reference historical Black American figures across literature, politics and activism.
Darryl and Jessica Sharpton founded Albany Park in 2017 after the couple had a difficult time buying a couch online. The brand offers sectionals, loveseats, armchairs and ottomans made of quality materials at affordable prices and with quick delivery (all of which should make your online sofa shopping experience a smooth one).
Parenting
Mother-daughter duo Cynthia and Kathryn are the women behind this brand, which creates dolls of color with a range of skin tones and hair textures — something both Cynthia and Kathryn wish they had access to 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, she decided to create a doll that would help young Black girls love their curls – and make sure no kid grew up without a doll that reflected her appearance.
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 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 onesies!)
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 a 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.
Darlyng and Co. is an online marketplace that takes the guesswork out of picking the right products for your baby. It’s a Black-owned site that offers everything from essentials like clothing and blankets to other necessities like toothpaste and bottles.
Founded by Coretta Owusu, Design Dua seeks to create opportunities for rural artisans through community empowerment, education and awareness. Design Dua sells beautiful handmade bassinets to showcases the true beauty of African design. They also double as an attractive storage option when your little ones aren’t so little anymore.
After the birth of their second daughter, Diana and her husband co-founded of Natemia. Their goal was to help make buying natural baby products easier for parents. That’s why the Natemia team tests out products before they offer them on the site. Natemia sells hooded towels, ponchos, washcloths and bathing sets for your little bundle of joy.