One of my greatest joys in life is evangelizing about how Black folk approach beauty (it’s honestly the reason this column exists). Part of that approach is a unique and hard-won love language that anyone can be inspired by: I like to call it “enhancing, not transforming,” and it reflects how the best products make us look like our best selves, not like somebody else entirely.
This idea is deeply rooted in Black beauty, which is largely self-referenced: We know we’re gorgeous; we don’t need outside validation—although if you’ve got something to help us kick it up a notch, then great. I realize that may sound a bit cocky to some, but it’s actually a truth born out of resilience and self-care.
See, historically, the beauty industry never did a good job of developing products around the wants and needs of people of color. Beauty ideals were based on white skin, and Black buying power was ignored. Most mass-market companies offered foundation shades that never went deep enough and color cosmetics that didn’t complement our melanated skin. We had to recognize and celebrate our own dopeness, which was typically supported by only a few Black-founded lines, like Fashion Fair and Iman Cosmetics.
We’re now in a glorious new era of a beauty industry that gives a damn—and I love it here! Those OG Black-girl-approved brands set the bar high for everyone else, proving that you can center inclusivity while still serving all with extensive shade ranges, nuanced hues, and thoughtful formulations. And that the best kind of glam is one that comes with a sense of belonging, boosting our confidence while also understanding and respecting the beauty underneath the makeup.
A Few Items Worthy of Your Face
AMI COLÉ Desert Date Cream Multistick Lip and Cheek Tint
I’ve literally got this multitasking stick in all 5 shades. I swipe it on my lips, cheeks, and eyes whenever I need some instant “wow!” There’s Baobab Seed oil, Desert Date oil, and Hibiscus flower extract to keep skin/lips hydrated and moisturized.
Ashunta Beauty VEGAN MATTE CRÈME
Behold, my go-to bold lippie that has lasting power. Once these creme hues dry down they last through hours of running my mouth, eating, and drinking. And I love that there are 12 dope colors!
Uzo Beauty UZO Blaque Liquide Eyeliner
So, Uzo is not only one of my new favorite cosmetic and skincare brands — but it’s also named after one of my favorite celebrity makeup artists, who happens to be the founder of the company. Plus, this waterproof and sweat-proof liquid eyeliner is your ticket to the sharpest and most dramatic cat eye ever.
Les Beiges Healthy Glow Sun-Kissed Powder
I’m not sure why all blushes don’t come in a luxe compact with three complimenting shades—but they should! The hues can be worn separately, but I recommend hitting your check with the full trifecta effect. Chanel clearly knows what it’s doing.
Fashion Fair Set It Loose Setting Powder
Beyond perfectly setting my makeup, I appreciate this ultra-fine vegan powder has amazing skincare benefits. It’s packed with Vitamin C and moisturizing plant extracts to make sure my skin doesn’t look or feel dry.
Glossier Cloud Paint Gel Cream Bronzer
I’ve never been a bronzer girlie, but this little tube of awesome totally changed that. The brand’s iconic Cloud Paint formula in five rich colors is a masterpiece. They all give such a buildable and natural glow.
LoveSeen FERN False Eyelashes
I’m a faux lash snob. Only the best will do, and these are at the tippy top of my list. Why do I love them so much? They’re the most natural-looking lashes on the market and come in 19 different styles.
This is the brand’s band spankin’ new foundation and it was well worth the wait. The featherlight formulation (that comes in 53 colors) actually looks like your skin but better — not just a ton of makeup sitting on your skin.
Julee Wilson is Beauty Editor at Large at Cosmopolitan. Previously, Julee was Beauty Director at Cosmo and Global Beauty Director at Essence and has held various editorial positions at Huffington Post and Real Simple. She counts herself lucky AF that she gets to play with beauty products for a living and tell dope stories. And if you’re as obsessed with beauty as she is, make sure to follow her on Instagram for plenty of product recs, natural hair inspo, skincare testing, and Black girl magic shenanigans.
