As the beauty industry embraces diversity, Black-owned brands are leading the charge—not just with rich heritage and culture, but with fresh launches and expanding collections. Here’s what’s trending right now:
1. Pattern Beauty Expands into Body Care
Tracee Ellis Ross’s much-loved textured-hair megabrand, Pattern Beauty, is branching out. As of August 21, 2025, she launched a genderless, clean-scented body care line featuring body wash, dry scrub, lotion, body cream, and oil. The line drops on PatternBeauty.com now, with rollout at Ulta on August 29 and Sephora September 5. It’s a natural extension of the brand’s celebration of diverse textures and self-care rituals.
2. Danessa Myricks Beauty Accelerates on Social
Indie powerhouse Danessa Myricks Beauty has seen explosive growth in 2024–25, with a 74% increase in media impact value (EMV). Known for its multi-purpose, editorial-grade makeup, Myricks’s largely creator-driven presence—especially on TikTok—continues to fuel its expansion and cultural influence.
3. Cécred’s Continuing Breakthrough
Beyoncé’s high-performance haircare brand, Cécred, remains a standout five months after its Ulta roll-out in April 2025. Launched in February 2024, Cécred clinched 2 million paying customers within six months and is praised for its bioactive keratin ferment technology and luxurious, scalp-transforming formulations.
4. Ami Colé Expands Clean Beauty Access
Ami Colé, the clean makeup line for melanin-rich tones, continues to grow. Following its 2022 Sephora launch in the U.S. and Canada, the brand received investment from L’Oréal in September 2024—and has since become an Allure Best of Beauty winner for eye products.
5. Industry Momentum: Representation & Growth
While Black consumers represent 11.1% of U.S. beauty spending—$9.4 billion in 2023—Black-founded brands account for just 2.5% of revenue, and make up only 4–7% of brands on store shelves. Yet platforms and communities are pushing forward, accelerating innovation and visibility across retail and digital spaces in 2025.
| Insight | Why It Resonates |
|---|---|
| Emerging Product Categories | From hair to body care, brands like Pattern are offering more inclusive rituals. |
| Creator-Fueled Growth | Brands like Danessa Myricks are harnessing social media to drive sales and engagement. |
| High-Performance Innovation | Cécred is raising the bar for efficacy and customer excitement. |
| Clean Beauty, Widely Available | Brands like Ami Colé prove clean, inclusive makeup can achieve critical and retail success. |
| Structural Shifts | The market is evolving—slowly—but momentum is building toward fairer representation. |
What’s brewing in Black-owned beauty for late summer 2025 is more than product launches—it’s cultural affirmation, technological innovation, and unstoppable momentum. These brands are not only meeting diverse needs; they’re reshaping beauty standards and ownership of the industry.
Need a sidebar featuring product launch dates, social standout moments, or quick tips for retailers looking to stock more diverse brands? Just say the word—I’m here to help delight your readers with every detail.
