This directory helps consumers find Black-owned beauty brands

woman with phone

All-Black everything has gone from selfie hashtags to full-fledged Black business empowerment movements in the wake of the police killing of George Floyd. With the rise in collective awareness (and fatigue) of systemic inequities, Black communities are demanding full-transparency in not just political arenas, but where they spend their dollars.

This has led to Black-owned lists popping up in both Black-centric and mainstream media for engaged consumers to find businesses owned and operated by folks that look like them.

A directory aimed at helping conscious consumers find Black-owned hair and beauty businesses is also on the rise. Sadiaa Black Beauty guide currently lists more than 750 Black-owned beauty businesses—including 250+ beauty supply stores.

“Black women outspend every demographic in beauty, drive markets, and influence household purchasing decisions, yet we are the least considered and the least visible when it comes to resources, product choices, services, and marketing,” says Sadiaa founder and former MSR editor Stephenetta (isis) Harmon.

She says she developed the platform to raise awareness and provide support to Black-owned brands and the consumers who want to keep their dollars within the community.

“The business of Black beauty rakes in $2.5 billion in the U.S., and upwards of $500 billion globally,” says Harmon. “We represent 86% of all ethnic beauty purchases. We need to see more of those dollars circulate within our communities.”

Sadiaa Black Beauty Guide

Users can search the free directory to find everything from hair and skincare products to makeup, fashion, and health and wellness. Listings include a mix of more well-known brands like CURLS and Miss Jessie’s to rising brands looking to solidify their foothold in the industry. 

“When I first started on this directory in 2018, there were no directories focused on all aspects of Black beauty. This was frustrating to me, as both a beauty editor and a consumer,” adds Harmon, whose work has been published in several publications, including Hype Hair and American Salon. “In light of recent events, it is encouraging to see more consumers make a concerted effort to seek out and support Black-owned brands—and to see more resources made available to us.”

Sadiaa Black Beauty Guide offers both free and paid listing options for businesses, as well as publishes space for business profiles, resources, and news aimed at Black beauty consumers.

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