Black History Month comes with its share of perks: celebrating Black creatives, shining a light on Black artistry, and learning about the contributions of Black thought leaders and activists in the past and present. Most notably, for Black folks and allies, the monumental month serves as a reminder to spend our dollars with brands that mirror our values and give back to the community.
Since the beauty industry has not been an even playing field for Black brand owners, many rely on grants and diversity, equity and inclusion (“DEI”) initiatives — from accelerator programs to company pledges — to help brands gain the necessary visibility.
Support for such programs has now wavered: In January, President Donald Trump signed an executive order “terminating diversity, equity and inclusion programs within the federal government,” according to Associated Press — and multiple major retailers have followed suit.
In January 2025, Target shared that it would “scale back” DEI practices — an effort that would include the conclusion of a program focused on adding Black- and POC-owned brands to its roster.
As expected, Target shoppers are up in arms about the decision, especially many Black-owned business owners with products currently in stores. That said, despite the retailer’s stance on DEI, many folks are committed to only supporting Black-owned brands in Target for now.
No matter where you stand amid the controversy, we can agree that supporting Black-owned brands is paramount during Black History Month and beyond. If you’re committed to making your dollars do the talking — no matter the location — you’ve come to the right place. From white cast-free sunscreens to nourishing hair masks, here are some of our must-have beauty products from Black-owned brands at Target.
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This popular sunscreen is considered to be the GOAT of its kind. Known for its nourishing abilities — thanks to its plant-based ingredients — this 2-in-1 find gives your skin the TLC it needs and provides maximum sun protection. Best of all, there’s no need to worry about the “Casper The Friendly Ghost”-like appearance.
Who says wash days have to be difficult? Make your next wash day feel like a breeze, courtesy of this Thank God It’s Natural (TGIN) hair mask. Formulated with dry, damaged, and color-treated hair in mind, this essential works to restore your tresses to their former glory. Made with raw honey, jojoba, and olive oils, this mask deeply moisturizes, seals in moisture, and adds shine to each strand from root to tip. Bonus: this mask can be used with or without heat.
Let’s face it: ingrown hairs can become a harsh reality, primarily for bearded folks with curly hair. Courtesy of Bevel we have these exfoliating toner pads — soaked with green tea, lavender, and 10% glycolic acid — tackle pesky hairs and blemishes to keep your skin in tip-top shape.
Say goodbye to breakage and hello to new growth! Camille Rose has been a staple in the natural hair community, and this serum lives up to the hype. Featuring ayurvedic amla oil and Brahmi herbal infusions, this product strengthens your strands, boosts hair retention, and moisturizes to keep your hair goals on track.
If you desire a “your skin, but better” finish, the Mented Cosmetics foundation stick may be your perfect match. Thanks to its skin-loving ingredients, this skin stick boasts a lightweight-meets-hydrating formula that gives your skin the extra care it needs. Aside from providing buildable coverage, this multifunctional find can also be used as a concealer or contour stick. Plus, it’s available in 16 shades.
Prepare to give your fringe the royal treatment! The Lip Bar’s volumizing mascara is the ultimate treat for those who want to put their false eyelashes on ice. This ultra-black formulation adds life to dull lashes and delivers long-lasting volume from day to night.
Scalp care is essential for achieving hair goals, and Donna’s Recipe scalp oil is a great remedy. Made with 18 natural oils and powders, this concoction helps reduce damage to hair follicles, stimulates hair growth, and protects the scalp from pollutants. Plus, this essential provides nourishment and prevents and treats heat damage.
If you’re ready to lock down a moisturizer that provides lasting hydration, brightens, and is sensitive-skin friendly, it’s time to call off your search. This Rosen Skincare offering is a gem for textured skin types that require a little extra. It has pineapple enzymes that work wonders to fade dark spots, hyaluronic acid that packs in moisture, and kojic acid that keeps dark spots at bay.
Bad beard days are officially yesterday’s news. Scotch Porter continues to set the standard in the beard care game, and this beard balm is a cult favorite. It keeps your whiskers soft and shiny, provides dry and coarse beards with intense hydration, and tames flyways for a polished appearance. Not to mention, its natural, clean ingredients help to promote healthy beard growth and give your skin underneath extra love.
As someone who has struggled to keep their lips hydrated, especially during the chilly months, Thread Beauty’s lip oil has transformed my lip care routine. Packed with passion fruit seed oil, this number envelops your pout with lasting moisture. In addition, the color-changing oil applies as a blue tint and transforms into a customized berry shade based on your skin’s pH.
It’s no secret that moisture and textured hair types go hand in hand, and this Mielle Organics leave-in conditioner covers all the bases. It features a mix of certified organic ingredients and botanical extracts that aid in supplying hair with intense moisture and protection. One of the best things about this leave-in conditioner is that it can be used as a daily styler to refresh curls and seal in thirsty ends with moisture.
No matter your skin type, you can never go wrong with opting for gentle cleansing products. Undefined Beauty’s cleanser is a sulfate-free, pH-balanced offering that adds a luxurious touch to your skincare regimen. Made with powerful actives and plant-derived ingredients, it gently removes dirt and debris, tones, and brightens skin without any stripping.
As a type 4 natural, Kinky Curly’s custard gel has a special place in my heart and hairstyling routine. Unlike other hair gels on the market, this unique find strengthens, conditions, and perfectly defines curls. Plus, it gives my curls a lasting hold — sans the greasy and crunchy feel — and adds shine to my hair for a fresh, out-of-the-salon finish.