Amazon Finds: 75 Amazing Black-Owned Brands to Add to Your Cart
04-16 UPDATE: I’ve decided not to move forward with the Walmart blog post. Supporting Black-owned brands is something I care deeply about, and after spending a lot of time digging through Walmart’s site, I realized their categorization just isn’t clear enough to confidently share an accurate list. I’d rather hold off than risk putting out something that’s confusing or misleading — the brands and this community deserve better.
As consumers, we have the ability to support businesses that reflect our values and contribute to the growth of underrepresented communities. With the recent shifts in DEI efforts from a number of companies, now more than ever, it's important to use our spending power to support Black-owned brands. If you read my introduction post on supporting Black-owned in big box retailers, then you know I'll be sharing 3 posts highlighting some brands you can shop at 3 specific retailers — Amazon, Target, and Walmart. This post will be all about the brands at Amazon. You can find the other retailer round up at the links below.
First, lemme start by saying that I recognize that a lot of folks have a complicated relationship with shopping Amazon that has nothing to do with their recent DEI changes. However, if you're here, then you're probably still shopping Amazon... just maybe with a lil more intention. Supporting Black-owned brands on Amazon can be a great way to shop with purpose and contribute to the growth of diverse businesses. Amazon offers a vast marketplace, and has made it easy to find products from Black entrepreneurs, offering everything from beauty and fashion to books, home goods, and more. When you choose to support these brands, you’re not just getting products you need & love — you’re helping to uplift and empower communities that bring unique perspectives and creativity to the marketplace.
My relationship with Amazon is a complicated one. We are one of those families that has relied on Amazon for just about everything — groceries, car accessories, home decor, school supplies, clothing, baby gear, and the list goes on & on. I had an Amazon "storefront" — or in my case, lists — long before it became cool to have one for content creation. I remember being so excited about using their now discontinued AmazonSmile initiative to donate to organizations that mattered to me whilst shopping. Amazon & I go as far back as buying accessories for my Blackberry. So now as I sit here, in 2025, to say my relationship with Amazon is complicated is actually an understatement, however, we make it work for us... and that's all that really matters.
As of March 2025, you can use Amazon's "Buy Black Store" directory to discover and shop Black-owned small businesses.
In this post, I'm gonna shine a spotlight on some amazing Black-owned brands available on Amazon and explore why shopping with them is an impactful way to support innovation and diversity. Amazon identifies Black-owned businesses as being at least 51% Black-owned, managed, and controlled. As I mentioned in my introduction post, if current ownership is a priority for you, I recommend looking into the brands further.
Here are 65 Black-owned/founded brands that you can shop and support, either directly or on Amazon…
I've only scratched the surface with this list. I chose brands that I'm familiar with, either because I've shopped them, want to shop them, or had friends/family who've shopped them.
A Dozen Cousins: culturally inspired, ready-to-eat beans and meals made with wholesome ingredients to provide convenient and flavorful options. Shop on Amazon | Shop Direct
AbsoluteJOI: clean, effective, and sustainable products that hydrate, nourish, and protect the skin with natural ingredients. Shop on Amazon | Shop Direct
Adwoa Beauty: nourishing products for curly, coily, and textured hair, using natural ingredients to enhance hair health and manageability. Shop on Amazon | Shop Direct
Alaffia: socially-conscious beauty and personal care products that uses sustainably sourced ingredients from West Africa while supporting empowerment and community development initiatives. Shop on Amazon | Shop Direct
Ami Cole: high-performance skincare and makeup products specifically designed for melanin-rich skin tones, focusing on inclusivity and natural ingredients. Shop on Amazon | Shop Direct
Asutra: natural, clean products, including body care and sleep aids, designed to promote self-care, relaxation, and overall well-being. Shop on Amazon | Shop Direct
Barkwell Pet: natural, high-quality pet food and treats, using nutritionally balanced and ethically sourced ingredients. Shop on Amazon | Shop Direct
Be Rooted: culturally inspired, premium paper products, including journals and planners, designed to celebrate and uplift the African diaspora with vibrant, meaningful designs. Shop on Amazon | Shop Direct
Beauty Bakerie: high-performance, cruelty-free makeup products with a focus on inclusivity, featuring long-lasting formulas and a playful, dessert-inspired aesthetic. Shop on Amazon | Shop Direct
BEVEL: precision shaving tools and skincare products designed specifically for men with coarse or curly hair, aiming to reduce irritation and enhance the shaving experience. Shop on Amazon | Shop Direct
Black Girl Sunscreen: sunscreen products specifically formulated for melanin-rich skin, providing broad-spectrum protection without leaving a white residue, while promoting inclusivity in sun care. Shop on Amazon | Shop Direct
Black Opal: inclusive makeup and skincare products, specifically formulated for a wide range of skin tones, with a focus on enhancing natural beauty and providing effective solutions for diverse skin needs. Shop on Amazon | Shop Direct
BLK & Bold: specialty coffee and tea brand that focuses on producing ethically sourced beverages, while also supporting youth education and mentorship programs with a portion of their profits. Shop on Amazon | Shop Direct
Bolden: effective, clean, and inclusive products that address the unique needs of melanin-rich skin, promoting radiant and healthy complexions. Shop on Amazon | Shop Direct
Briogeo: vegan, naturally derived, and cruelty-free haircare products that cater to a variety of hair types and concerns. Shop on Amazon | Shop Direct
Buttah: nourishing products for melanin-rich skin, using natural ingredients to promote hydration, radiance, and healthy skin. Shop on Amazon | Shop Direct
Camille Rose: luxurious, plant-based products designed to nourish, hydrate, and enhance curly, textured hair with a focus on high-quality ingredients and sustainability. Shop on Amazon | Shop Direct
Capital City Co: flavorful, tangy, and slightly sweet mambo sauce, a beloved local condiment often used on fried chicken, wings, and other dishes. Shop on Amazon | Shop Direct
Carol's Daughter: natural hair and skincare products, formulated to nourish, hydrate, and enhance curly, coily, and textured hair with a focus on rich, plant-based ingredients. Shop on Amazon | Shop Direct
Donna's Recipe: natural, plant-based hair care products, with a focus on nourishing and strengthening textured hair while celebrating cultural heritage and sustainability. Shop on Amazon | Shop Direct
Eden BodyWorks: natural hair and body care products, focusing on using plant-based ingredients to promote healthy hair and skin. Shop on Amazon | Shop Direct
EssieSpice: flavorful, premium spice blends and seasonings inspired by African and Caribbean cuisines, designed to elevate everyday cooking with authentic tastes. Shop on Amazon | Shop Direct
Flawless by Gabrielle Union: products specifically formulated to nourish and maintain healthy, textured hair. Shop on Amazon | Shop Direct
GirlandHair: natural hair products designed to promote healthy, long-lasting growth, with a focus on protective styling and maintaining the health of textured hair. Shop on Amazon | Shop Direct
Glo Melanin: products designed to nourish, hydrate, and enhance the natural beauty of diverse skin tones, celebrating and catering to melanin-rich skin. Shop on Amazon | Shop Direct
Golde: plant-based, superfood-infused products like lattes, powders, and skincare, focused on promoting overall health and self-care through natural ingredients. Shop on Amazon | Shop Direct
Grace Eleyae: stylish, functional, and high-quality hair accessories, including satin-lined caps and headwraps designed to protect hair while offering comfort and elegance. Shop on Amazon | Shop Direct
Gustus Vitae: artisanal, hand-crafted salts and spices, designed to elevate cooking with unique and bold flavor profiles. Shop on Amazon | Shop Direct
Gymwrap: performance-focused, moisture-wicking headbands and sweatbands designed to protect hair from sweat and friction during workouts while providing a comfortable fit. Shop on Amazon | Shop Direct
Hairbrella: stylish, functional headwear designed to protect hair from rain, humidity, and other weather conditions, featuring satin-lined caps and rain jackets. Shop on Amazon | Shop Direct
Harlem Candle Co.: premium, handcrafted candles that blend sophisticated fragrances with a touch of elegance, inspired by the rich history and culture of Harlem. Shop on Amazon | Shop Direct
Homescape Pets: natural, vet-recommended supplements designed to support pets' health, focusing on mobility, anxiety relief, and overall vitality with simple, recognizable ingredients. Shop on Amazon | Shop Direct
Hot N Saucy: spicy, tangy sauces that add a kick to any dish, inspired by bold flavors and vibrant culinary traditions. Shop on Amazon | Shop Direct
ICONI: motivational, size-inclusive, and fabric-innovative clothing designed to empower individuals with high-performance, stylish gear for both fitness and everyday wear. Shop on Amazon | Shop Direct
J'Organic Solutions: natural hair care products specifically designed for curly, coily, and kinky hair, focusing on healthy growth, nourishment, and maintenance with plant-based ingredients. Shop on Amazon | Shop Direct
JoySpring: natural, plant-based supplements and remedies designed to support children’s health, focusing on immune support, growth, and overall vitality. Shop on Amazon | Shop Direct
Kids for Culture: educational books, toys, and resources that help children connect with and appreciate different cultures and social groups. Shop on Amazon | Shop Direct
Kona BBQ Accessories: premium grilling tools and accessories, including non-stick mats, brushes, tongs, and pans, designed to enhance the grilling experience with high-quality, durable products. Shop on Amazon | Shop Direct
Lick You Silly: a variety of all-natural, premium pet treats, focusing on high-quality ingredients for pets to enjoy. Shop on Amazon | Shop Direct
Lillie's of Charleston: authentic Southern sauces, spices, and snacks inspired by the Gullah culture of Charleston, South Carolina. Shop on Amazon | Shop Direct
LivSo: dermatologist-developed, sulfate-free, moisturizing products specifically designed to address dry, itchy scalps and promote healthy, manageable hair for people with textured hair types. Shop on Amazon | Shop Direct
LocSanity: natural, nourishing products designed to promote the health and growth of locs, while maintaining their cleanliness and strength. Shop on Amazon | Shop Direct
McBride Sisters: premium wines crafted from unique, sustainable vineyards with a focus on quality and heritage. Shop on Amazon | Shop Direct
Melt Fit: activewear and fitness accessories designed to enhance performance, comfort, and confidence during workouts. Shop on Amazon | Shop Direct
Mented Cosmetics: inclusive makeup products tailored to a diverse range of skin tones, with a focus on nude and neutral shades. Shop on Amazon | Shop Direct
Mother's Shea: natural, handcrafted products made with pure shea butter to nourish and hydrate skin while promoting sustainability and ethical sourcing. Shop on Amazon | Shop Direct
Nubian Skin: lingerie and hosiery brand that celebrates and caters to diverse skin tones, offering high-quality, nude-colored products designed to match a variety of deeper skin shades. Shop on Amazon | Shop Direct
Oui The People: luxurious, sustainable, and cruelty-free products designed to celebrate and enhance natural beauty with a focus on exfoliation and hydration. Shop on Amazon | Shop Direct
Pantora: stylish, inclusive, and high-quality pieces, including ready-to-wear collections and bridal designs, with a focus on empowering women through luxury and personal expression. Shop on Amazon | Shop Direct
Partake: allergen-free, delicious cookies and baked goods made with simple, clean ingredients for people with dietary restrictions. Shop on Amazon | Shop Direct
PATTERN: products specifically designed to nourish and define curly, coily, and textured hair with a focus on moisture, strength, and natural ingredients. Shop on Amazon | Shop Direct
PiperWai: natural, vegan skincare brand known for its long-lasting charcoal-based deodorants, which are free of harsh chemicals. Shop on Amazon | Shop Direct
Proudly Baby: eco-friendly products crafted to address the specific needs of melanated skin, with a commitment to inclusivity and celebrating diverse families. Shop on Amazon | Shop Direct
PuffCuff: innovative, comfortable, and adjustable hair clamps specifically created for thick, curly, and textured hair to achieve a secure and stylish puff without damage. Shop on Amazon | Shop Direct
Rebecca Allen: versatile, stylish, and comfortable shoes designed to seamlessly fit into a woman's wardrobe, combining functionality and elegance for everyday wear. Shop on Amazon | Shop Direct
River Birch Candles: hand-poured, soy-based candles with unique, high-quality scents, designed to evoke a sense of warmth and tranquility. Shop on Amazon | Shop Direct
Satya + Sage: handcrafted, high-quality candles, crystals, and spiritual products designed to promote healing, mindfulness, and positive energy. Shop on Amazon | Shop Direct
Savage X Fenty: stylish and comfortable lingerie, loungewear, and sleepwear for all body types and skin tones. Shop on Amazon | Shop Direct
Scotch Porter: premium, natural skincare and haircare products, focusing on hydration, nourishment, and healthy grooming routines for men. Shop on Amazon | Shop Direct
SheaMoisture: natural, ethically sourced ingredients, particularly focusing on shea butter, to create products for diverse hair and skin types. Shop on Amazon | Shop Direct
Simone I. Smith: bold, custom jewelry pieces that blend elegance with personal expression, offering a variety of collections ranging from sophisticated earrings to necklaces and bracelets. Shop on Amazon | Shop Direct
Sip Herbals: herbal teas crafted to promote balance, relaxation, and overall well-being through natural, plant-based ingredients. Shop on Amazon | Shop Direct
Sweet July: a curated collection of home goods, apparel, and culinary products that celebrate joy, family, and vibrant living. Shop on Amazon | Shop Direct
Takeoff Luggage: innovative, removable wheel luggage designed for easier packing, storage, and travel convenience. Shop on Amazon | Shop Direct
Telfar: inclusive, affordable luxury designs, whose iconic "Shopping Bag" has become a symbol of accessibility and social consciousness in the fashion industry. Shop on Amazon | Shop Direct
TGIN (Thank God It's Natural): natural products designed to nourish and enhance curly, textured hair, focusing on clean ingredients and effective formulations. Shop on Amazon | Shop Direct
The Doux: natural products designed for curly and textured hair, focusing on nourishment, hydration, and versatility. Shop on Amazon | Shop Direct
The Frontal Queen: wide range of high-quality wigs, frontals, and haircare products, designed to help clients achieve flawless, customized hair looks. Shop on Amazon | Shop Direct
The Lip Bar: bold, inclusive, and cruelty-free makeup products, particularly lipsticks, that celebrate diversity and empower individuals to express their unique style. Shop on Amazon | Shop Direct
The Salon Chair Guys: eco-friendly, plant-based cleaners designed to maintain and extend the life of salon and barber furniture, focusing on upholstery care and sustainability. Shop on Amazon | Shop Direct
Tropical Holistic: 100% pure, natural oils and skincare products, specializing in plant-based ingredients for hair, skin, and wellness. Shop on Amazon | Shop Direct
TruColor Bandages*: range of bandages in various skin-toned shades, providing a more inclusive and natural-looking option for diverse skin tones. Shop on Amazon | Shop Direct
Vontélle: stylish glasses for diverse face shapes and personal expressions, combining bold, fashion-forward designs with high-quality craftsmanship. Shop on Amazon | Shop Direct
Yoléle: sustainably sourced, plant-based products aimed at celebrating West African ingredients, promoting cultural heritage, and healthy eating. Shop on Amazon | Shop Direct
Zach & Zoe Sweet Bee Farm: artisanal honey products, focusing on pure, raw honey and wellness-focused offerings made with sustainable, eco-friendly practices. Shop on Amazon | Shop Direct
*While the Amazon site does not list them as a Black-owned business, likely because of ownership percentages, they do identify as a Black-owned & Black-led business.
Since its launch in 2021, Amazon's Black Business Accelerator (BBA) has supported thousands of Black-owned businesses, providing resources such as financial assistance, business education, mentorship, and marketing support to help these businesses grow and succeed. That in mind, I've only scratched the surface with this round up of brands to shop & support. Being able to shop brands across a myriad of categories, brands from A to Z (no seriously... on just this list, you'll only find a few letters missing), is one of the benefits of being intentional about shopping on the Amazon site. In one shopping session, for example, you can get a cart full of Black-owned beauty, hair, and personal care products. Incorporating Black-owned brands into your shopping routine not only supports incredible entrepreneurs but also helps foster a more diverse and inclusive marketplace.
As someone who's also an Amazon seller, I believe the barrier to entry for Amazon is much lower than a brick & mortar retailer like Target; however, you'll find a lot of brand overlap amongst the 2 retailers, so depending on where you choose to focus your targeted shopping, you can support your favorite brands at your preferred retailer. By discovering and investing in these 75 amazing Black-owned brands, you’re not just adding unique and high-quality products to your cart — you’re contributing to a broader movement of empowerment and opportunity.
