Nordstrom’s New Category Puts Black-Owned Beauty Brands at the Forefront

Whether you want to support local businesses or find brands that share your core values, where you spend your dollars matter and Nordstrom has just made supporting Black-owned beauty businesses easier with the launch of its new  Inclusive Beauty online shopping category.

“Check out these need-to-know Black-founded beauty brands that we’re proud to have in the Nordstrom family,” the company writes on the landing page. Among the offerings in the new category is popular clean and naturally derived haircare line Briogeo; MANTL, which is co-owned by Queer Eye’s Karamo Brown;  Epara skincare and makeup from Beauty Bakerie. You can shop edge styling tools from Baby Tress, hair oil from Bomba Curls, and vitamin C eye cream from Beauty Stat too!

The Inclusive Beauty section also contains products from lines with a wide range of shades to match all complexions, like MAC, Estée Lauder, NARS, and Lancôme, as well as hair products from lines like Oribe and Aveda and accessories like silk pillowcases, hair wraps, and Beauty Blenders.

Nordstrom isn’t alone in creating a special section to spotlight Black-owned brands. Target has also created a section to feature Black-owned or founded businesses, and it includes everything from coffee to toys to lipstick and personal care. The megachain also created a badge to make finding Black-owned beauty lines easy as you shop their site.

Holiday shopping is just around the corner, so if making a difference with your spendings and supporting small Black-owned and founded businesses is important to you (and it should be!), you can check off your list — and even treat yourself — with these brands:


Baby Tress

Bomba Curls



Beauty Bakerie


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Barefoot Wine and New Voices Foundation Award Grants To Black-owned Beauty Businesses

Earlier this year, BLACK ENTERPRISE reported that Barefoot Wine was creating a new platform to celebrate the beauty of Black women. Now, the company has teamed with the New Voices Foundation, a nonprofit organization dedicated to advancing minority women entrepreneurs, to give business grants to various Black-owned beauty businesses.

The $10,000 grants, which six business received, will be used to highlight the beauty of Black women and integrate it into their branding. The winning businesses will also receive exclusive mentorships and business coaching through the foundation.

The Grand recipients are Alodia, Goddess Beauty Supply, Freedom Apothecary, Mischo Beauty, PuffCuff, and Range Beauty.

“At Barefoot, we are committed to doing our part as an ally and advocate to ensure Black women are recognized and supported,” Shannon Armah, Barefoot Wine’s associate brand manager, said in a press statement. 

“As we have seen from the numerous applications we received, there are so many inspiring and much-needed Black women-owned beauty businesses worthy of our support. We hope the Barefoot Beauty Grant will help these deserving businesses continue to grow and thrive,”

“We look forward to having these six beauty companies join the New Voices’ vibrant community of women of color entrepreneurs,” Richelyna Hall, chief impact officer at the New Voices Foundation, said in a press statement. “With access to our unique ecosystem, they will receive unprecedented networking, learning, and leadership opportunities to help them grow and scale their businesses.”

In addition to the beauty grants, Barefoot Wine also chose recipients for its COVID-19 Business Recovery Grant. Twenty-five Black-owned hair salons affected by shutdowns due to the coronavirus pandemic will each receive $1,000.

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Nordstrom Beauty Is Launching a Category for Black-Owned Brands

The easiest way to support the Black community is by investing your money, and Black-owned beauty brands deserve to be supported now and every day.

a woman smiling and posing for the camera: Courtesy

© Provided by Instyle

From patented skincare formulas, to pigmented, extended shade ranges that look gorgeous on every single skin tone, these Black entrepreneurs are setting the beauty trends and creating new standards across all product categories that other brands eventually follow.

Nordstrom is recognizing the talent of the Black innovators in the beauty industry by expanding its beauty selection online with a focus on Black-owned brands. Inclusive Beauty at Nordstrom is a curated shop of products from some of the best leading and emerging Black-owned haircare, skincare, and makeup brands.

a woman smiling and posing for the camera: Inclusive Beauty offers a curated selection of hair, makeup, and skincare products for every skin tone and hair texture.

© Courtesy
Inclusive Beauty offers a curated selection of hair, makeup, and skincare products for every skin tone and hair texture.

There will also be Inclusive Beauty outposts at 27 brick-and-mortar Nordstrom stores.

RELATED: The Best Black-Owned Beauty Products to Shop in 2020

Nordstrom is kicking off the new Inclusive Beauty category with seven brands, including Ron Robinson’s Beauty Stat, Nancy Twice’s Briogeo, Karamo’s MANTL, Hannah Choi & Shannon Kennard’s Baby Tress, Cashmere Nicole’s Beauty Bakerie, Lulu Cordero’s Bomba Curls, and Ozohu Adoh’s Epara.

When choosing the initial brands to carry in its Inclusive Beauty category, Nordstrom focused on product efficacy and formula innovation.

“Product efficacy was a top criteria for brands that were selected for the new category,” Autumne West, beauty director at Nordstrom tells InStyle. “This is just the beginning and we look forward to adding more Black-founded brands, Latinx-founded brands and brands created by other people of color to our Inclusive Beauty category in spring 2021 and beyond.”

The creation of Inclusive Beauty is also in response to Nordstrom customers wanting the retailer to carry more Black-owned brands.

VIDEO: 12 Black-Owned Indie Beauty Brands to Keep on Your Radar

“Customers have told us they want Nordstrom to offer more products that meet the needs of everyone, no matter their skin or hair type, tone, complexion or texture, as well as those that are uniquely designed by and for people of color,” West shares. “They’ve also told us they want it to be easier to find and shop these products in one place.”

Ahead, learn more about the brands in Nordstrom’s Inclusive Beauty category. Then, shop some of their hero products.


Cosmetic chemist Ron Robinson formulated skincare products for some of the biggest brands in the beauty industry until creating his own brand, BeautyStat, in 2019. His first launch is also his brand’s hero product. The Universal C Skin Refiner is a triple-patented vitamin C serum that doesn’t oxidize, which means the last drops are equally as effective as the first. Robinson has recently expanded his line with a vitamin C CBD eye cream and ceramide-rich moisturizer.


© Provided by Instyle

To buy: $80;

Baby Tress

Thanks to Hannah Choi and Shannon Kennard, your edges are officially laid. The duo created Baby Tress’ 3-in-1 Edge Styling Tool