Black representation in the beauty industry

1. The Importance of Beauty Products

Beauty products—like hair care, makeup, and skin care—aren’t just about looks. They influence how people feel about themselves and how others see them. The industry is huge: in the U.S., it’s worth tens of billions and continues to grow.

Black Americans are a big part of this market. In 2021, they spent $6.6 billion on beauty, which is slightly less than their share of the population. Despite this, the industry hasn’t treated them equitably.

2. Challenges Black Consumers Face

Black consumers experience more frustration than non-Black consumers in beauty shopping. Some key issues:

  • Limited Brand Representation: Black brands make up only 2.5% of revenue, even though Black consumers spend over 11% of the total market.

  • Product Dissatisfaction: Black consumers are more likely to be unhappy with hair, skin, and makeup products because options are limited or ineffective.

  • Advertising Issues: Ads rarely represent Black people properly, so many consumers don’t feel seen. When ads do reflect Black consumers, they feel more connected and are more likely to buy.

  • Accessibility: Black consumers often live in “consumer deserts,” meaning fewer stores and longer travel distances to buy products. Even in stores, the right products are often out of stock or hard to find.

  • Sales Experience: Many sales associates lack knowledge about Black beauty products, so personalized advice is rare. When a Black associate is available, the experience improves.

3. Challenges Black Entrepreneurs and Brands Face

Even when Black brands exist, they face big obstacles:

  • Limited Shelf Space: Only 4–7% of products in stores are Black brands.

  • Lack of Data: Many Black-focused products don’t have research backing or sales data because they sell through channels that don’t track data (like specialty stores).

  • Funding Challenges: Black beauty brands get less venture capital than non-Black brands, even if they are more successful.

  • Representation Issues: Few Black employees work at major beauty companies, meaning decisions about product development and retail are often made by people who don’t understand Black consumers.

  • High Expectations: Black consumers are very discerning, which is good for quality but creates extra pressure for Black brands to perform.

4. Why This Matters

The current inequities aren’t just unfair—they’re a missed economic opportunity. McKinsey estimates that addressing these disparities could unlock $2.6 billion in additional revenue. By better serving Black consumers and supporting Black brands, the whole industry benefits.

5. Solutions and Ways Forward

The article suggests concrete steps to improve equity:

  1. Better Store Access: Place stores in neighborhoods where Black consumers live and train associates on Black beauty needs.

  2. Increase Black Brands on Shelves: Aim to match shelf space with Black population representation (around 15%).

  3. Increase Black Employees: From entry-level to top management, this improves product development, marketing, and sales.

  4. Invest in Black Brands: Provide funding, mentorship, and networking opportunities to grow at least 500 Black beauty brands.

Even small changes—like improving ad representation, product placement, and store accessibility—can generate billions in new revenue while creating a fairer, more inclusive industry.

In Simple Terms

The Black beauty market is huge, but Black consumers and brands face many barriers: fewer products that work for them, poor advertising, hard-to-find stores, and less funding or support. Fixing these problems isn’t just fair—it’s smart business. The industry can make more money and be more inclusive by investing in Black brands, improving representation, and meeting Black consumers’ needs better.