Plus we find out the biggest inspiration behind each brand
This article is sponsored by Fenty Beauty, SheaMoisture & UOMA Beauty
Whether it’s their love of natural and traditional ingredients, or their mission to help everybody express who they truly are, these black-founded and inclusive brands have gained loyal fans and respect from the beauty industry for their diversity, inclusion and ground-breaking products. With each one pushing the boundaries in their own way, we decided to find out more about how they started, and the products they’re most proud of.
Fenty Beauty & Fenty Skin
Launched in 2017
How it started:
After years of experimenting with the best-of-the-best beauty in the industry, Rihanna still saw a gap in the market for products that worked for all skin types and tones. Starting with the Pro Filt'r Soft Matte Liquid Foundation,Pro Filt’r Instant Retouch Primer and Gloss Bomb, Rihanna wanted to create a make-up line “so that people everywhere would be included.”
Biggest influence on the brand:
Since the very beginning, the brand has focused on developing a range that caters to traditionally hard-to-match skin tones, and pinpointing 50 universal and inclusive shades.
Rihanna said: “Foundation is one of those areas in the beauty industry that has a big void for women at extreme ends of the shade spectrum. There’s this middle ground that's covered really, really well. But then if you're very pale or if you're very dark, there aren’t a lot of options. And so, I wanted to make sure that women of all skin tones were covered so they could be included in what I created.”
Favourite products:
Whether you’re after shimmers , colour-correctors or a rich matte contour, the Fenty Beauty Match Stix are multi-tasking marvels. The cream formulas are longwearing and lightweight, and available in up to 20 shades. Simply swipe on, blend in and set with the Invisimatte Instant Setting & Blotting Powder.
After changing the beauty game, Rihanna decided to take over the skincare world, too. The Fenty Skin Hydra Vizor applies invisibly on all skin tones, so there’s zero chalkiness.
“Fenty Beauty was created for everyone: For women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.”
SheaMoisture
Launched in 1991
How it started:
SheaMoisture is the legacy of Sofi Tucker, a pioneering mother and entrepreneur who sold shea butter, African black soap and homemade beauty preparations in Sierra Leone in 1912. The brand still honours Sofi’s vision today, by continuing to formulate with shea butter handcrafted by women in Africa.
Biggest influence on the brand:
Understanding the needs of the community is the top priority for SheaMoisture, as well as delivering quality products and ingredients to help with haircare needs. The brand believes the beauty industry could be more inclusive by showcasing the versatility of beauty, no matter your hair texture, colour or size.
Favourite products:
The SheaMoisture Coconut & Hibiscus range is formulated for thick, curly hair that needs a boost of moisture or a helping hand with split ends. Gently wash away impurities with the Curl & Shine Shampoo and Conditioner, up hydration levels with the Curl Enhancing Smoothie or tame flyaways and frizz with the Curl & Style Hair Styling Milk.
After a little bit more TLC? The Jamaican Black Castor Oil Strengthen & Restore Leave-in Conditioner delivers intense moisturisation and nourishment, while peppermint oil helps invigorate the scalp.
“Black History Month is an opportunity for us to connect with our core audience, the shea community and also celebrate our community for embracing their natural textured hair.”
UOMA Beauty
Launched in 2018
How it started:
Seasoned beauty industry executive Sharon Chuter has worked with numerous major multinational beauty brands, but found she was the only person of colour in boardroom meetings. After years of working on ranges that only catered to white skin, Sharon was inspired to create a forward thinking, radical and uncompromising make-up brand.
Biggest influence on the brand:
Sharon has drawn inspiration from her Afro heritage and infused it with modernity to create a range of aesthetically pleasing products with instant payoff and skin loving ingredients that are suitable to all skin tones. Pronounced uh-mah, the name UOMA means beautiful, and they believe that beauty starts the moment you decide to be yourself.
Favourite products:
Hydrating, long-lasting and with 51 shades to choose from, the UOMA Beauty Say What?! Foundation has a vibrant matte and blurring, skin-like finish. It’s full-coverage and is available in six custom formulas to cater to the unique needs of different skin colour groups.
“When we say we exist to rewrite the rules of inclusivity and diversity, it’s because inclusivity and diversity are overused corporate buzzwords.”
