3rd Aug 2020

The beauty industry has often been criticised for its lack of diversity and inclusion faced by people of colour when trying to find their cosmetic shades and discrimination that many models confront in the beauty and fashion world.

Here at WowHow, we are driven by empowerment, no matter what your age, gender, race or sexuality and we are committed to raising awareness about inclusivity within the beauty industry.

August is black business month so we thought we would share a few of our favourites. Whilst there is still a long way to go for a fully inclusive market, these iconic brands are led by some incredibly inspirational people and they have revolutionised the industry.

What better way than to celebrate these amazing brands and their products, recognise the fabulous work they are doing and show them a little extra love!


Fenty Beauty


Price point: Premium (£8-£53)

Available: FentyBeauty.com, Boots and Harvey Nicholls.


Owned by music sensation Rhianna, Fenty Beauty has taken the beauty world by storm and the brand has become one of the most popular in the market, despite its relatively recent launch in 2017. The key driver behind Fenty is representation and equality for the consumer. The brand has successfully connected with women who previously felt as though they had been treated like they did not have a place in the beauty industry due to the colour of their skin.

Not only are the products vegan and cruelty-free, but manages to fulfil its “beauty for all” perspective with every single product launch. There are an astonishing 50 shades of foundation and other products, such as bronzers and highlighters, display a wide variety of shades to ensure there really is something for everyone. Products have the most stunning packaging and the brand is also committed to taking earth-conscious steps throughout production. For such an affordable price-tag, the quality and choice of these products are not to be missed.

Source: fentybeauty.co.uk

Pat McGrath


Price point: Luxury (£23-£115)

Available: PatMcGrath.co.uk and Selfridges


When talking about premium beauty, Pat McGrath Labs is about as luxury as it can get. Pat McGrath is considered to be one of the most, if not the most, influential makeup artists in the world. She has painted some of the most powerful and prominent faces across the globe as well as working for Vogue editorials and Prague, Givenchy and Balenciaga Fashion Week runways. Founding her own beauty brand in 2016, it has quickly become a staple in every beauty influencer and enthusiast’s collection. She has even made her way onto the Time’s 100 “Most Influential People” list!

Her products really are in a league of their own, developed out of her wealth of experience and talent. With un-paralleled pigmentation quality and 36 different foundation colours to choose from, the brand is one of the most inclusive on the market. Developed with diversity at the forefront of her vision, McGrath has often commented on how her creativity and experimentation with beauty evolved as a result of the lack of products on the market for people of colour. As a creator and innovator in the industry, Pat McGrath Labs products take cosmetics to the next level and no matter what you try, you will not be disappointed.

source: patmcgrathlabs.com

Beauty Bakerie


Price point: Premium (£14-£40)

Available: Boots, Cult Beauty and Look Fantastic.


The story behind Beauty Bakerie is thoroughly inspiring. The founder and beauty mogul Cashmere Nicole was a teen mom, raising her daughter alone whilst on food stamps just over a decade ago, diagnosed with breast cancer just a year after starting the brand. Cashmere’s story is one of perseverance and dedication, which can be seen in her philanthropic endeavours that the brand has prioritised since it began. She uses her brand to promote justice initiatives, raising awareness about racial discrimination in America/the beauty industry and has opened a care centre for Ugandan orphans.

Her products are just as incredible as her personal story and business model. With 30 foundation shades to choose from inclusivity is at the heart of this brand. It is fun, instagrammable and totally adorable with all products beautified with baking-related names and packaging! The products have been created with the consumer in mind with unbelievable formulas and amazing quality, lasting all day. The brand is even endorsed and adored by influencers and celebrities, including Beyonce!

Source: beautybakerie.com

Juvia’s Place


Price point: Affordable (£10-£34)

Available: Juviasplace.com and Beauty Bay.


Chichi Eburu founded the cosmetics line with just $2000, yet today the brand named after her two children has become one of the most celebrated on the market. The indie brand is inspired by African aesthetics and has created cult cosmetic products at an affordable price, loved by influencers around the world. The brand encourages the exploration of colour and our cultures within makeup and celebrates how despite our differences, we can be brought together by our love of makeup.

The pigmentation of their eyeshadows is out of this world and the bright colours have been formulated to perfection, with a buttery but easy to blend texture. The brand are leaders in the industry with their “nude” lipstick collections, creating the perfect tones for warmer and black skin tones, which has been ignored by their competitors for decades. Juvia’s place celebrates black culture and its expression through makeup at an incredibly affordable price point!

Source: praisedc.com



We hope that by celebrating these incredible brands and the black women who worked so hard to develop them that we can continue to empower one another, no matter what our race. These are some of our favourite black-owned beauty businesses, but what are yours? We can’t wait to hear about them!


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