With so many different cosmetic brands out on the market, consumers can feel overwhelmed with their options. However, not every brand is created equal and not all brands can cater to all of the different skin tones. Fear not! There are more and more brands on the market that are coming into the spotlight for their diversity in their products. Right now, there is a lot of focus on the brands that are able to cater to shades of skin that are harder to match. While there may not be as many as there should be, these brands are owned and operated by women of color determined to diversify the market for those that have a hard time finding cosmetics to suit their needs.

Fenty Beauty

Fenty Beauty was founded by none other than Robyn Rihanna Fenty. Rihanna is better known in the world for her musical talents but she has been storming the cosmetics market with her own brand of makeup. After becoming fixated on her mother’s lipstick, Rihanna found a love in makeup and began to use it as her own form of self-expression. She started this line after noticing that there was lack of product for certain skin tones. Rihanna worked for years to create formulas and products that worked well on and for hard to match skin tones. Her line aims to be all inclusive for anyone who picks up any of her products. Each of these items is designed to be lightweight and nearly effortless to use. Of the line, Rihanna has said  “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”

You can purchase Fenty products from the Fenty website and from Sephora retailers.

Fenty Beauty | Twitter | Sephora | Instagram


Mented Cosmetics

KJ Miller and Amanda Johnson, both Harvard Business School graduates, began this company in their kitchen. The two women started the company with their own skin tones in mind, having found it difficult to find nude lipsticks to match. The name ‘Mented’ is simply a shortened title for ‘pigmented’. Their line ranges from eyeshadow palettes to lip glosses. However, it is their line ranged line of nude lipsticks that have put this brand on the market and gained the attention of many major cosmetic bloggers. All of their products are vegan, paraben-free, non-toxic, cruelty-free, and made in the USA.

Mented Cosmetics | Facebook | Instagram | Twitter


Carol’s Daughter

Brooklyn native Lisa Price began her venture into the cosmetics world in 1993 at the suggestion of her mother, Carol. 25-years later, this brand has blossomed into a force to be reckoned with. They’ve been picked up by Target and L’Oriel as their sponsors and their products are being sold with 30K retailers. This line of products specializes in hair and skin care, the options for each are broken down to fit your needs as a consumer. If you happen to find a product you like, you can find the collection that goes along with it on their website as well.  

Carol’s Daughter | Facebook | Target | Ulta | Instagram


Of course, these are only a small sample of the companies on the rise that are created and operated by women of color. However, there are more and more that are being picked up by retailers like Target and Sephora that are opening up the market for woman who find themselves with skin tones that are hard to match.

About Erin Thompson