Discover and Support: A Curated List of 50 Black-Owned Brands to Shop at Target
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 Target. You can find the other retailer at the links below.
Believe it or not, Target has actually made it easy to discover and shop for Black-owned brands, offering everything from beauty products and clothing to home goods and food. This is, in large part, why the news of their departure from their DEI initiatives was so devastating for many. Target is still recovering from their 2023 decision to relocate and/or remove Pride collections in their stores, and yet, here we are, watching them surrender their solidarity... assuming that's what it ever was.
As I said in my introduction post, however, rather than no longer shopping Target in protest, my family is choosing to practice targeted shopping (no pun intended), specifically shopping Black-owned and/or founded brands. By choosing to support them in this way, we’re not only making purchases, we’re helping to continue amplifying the voices & creativity of talented Black entrepreneurs.
In this post, I'll be sharing some of the amazing Black-owned brands available at Target (as of March 2025) and why shopping with them via Target is still a meaningful way to invest in diversity, innovation, and quality.
As both a consumer & creator, Target and I go together real bad, so like many people, the news of their divestment from DEI was a shock. However, once we made the decision to focus our spending at Target on Black-owned brands, I felt better about what my relationship with the retailer would look like.
As of March 2025, you can use Target's "Black Beyond Measure" directory to search and shop Black-owned and/or Black-founded brands.
As I mentioned in my introduction post, there are instances where "Black-owned" or "Black-founded" can be a bit complicated. Target defines Black-owned brands as U.S. based businesses that are at least 51% Black-owned, operated, and controlled, while Black-founded brands are those that were created and developed by Black entrepreneurs, and may have been partially or wholly owned by them in the past. If this is a concern for you, I def recommend investigating current ownership before shopping.
Here are 50 amazing Black-owned/founded brands that I love, like, or simply think you need to check out and support, either directly or at Target…
This list is far from an exhaustive! I chose brands that I'm familiar with, either because I've shopped them, want to shop them, or I’ve had friends/family that have shopped them.
A Dozen Cousins: culturally inspired, ready-to-eat beans and meals made with wholesome ingredients to provide convenient and flavorful options. Shop at Target | 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 at Target | Shop Direct
Ava's Pet Palace: all-natural treats made with high-quality ingredients, crafted to provide pets with a tasty and nutritious snacking experience. Shop at Target | 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 at Target | 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 at Target | 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 at Target | 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 at Target | 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 at Target | 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 at Target | Shop Direct
Brilliant or BS: fun and engaging trivia game, challenging players to distinguish between true and false statements across various topics with a focus on humor and knowledge. Shop at Target | Shop Direct
Brooklyn Tea: curated selection of premium, flavorful loose-leaf teas and herbal blends, inspired by the vibrant culture and diversity of Brooklyn. Shop at Target | 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 at Target | Shop Direct
Cards For All People: inclusive, culturally relevant card games designed to celebrate diversity and foster connection through thoughtful, engaging gameplay for everyone. Shop at Target | 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 at Target | Shop Direct
CRUXGG: a collaboration between CRUX® and Ghetto Gastro that creates kitchen essentials celebrating The Bronx and its cultural influence, and designed for those connected to global culture beyond the kitchen. Shop at Target | 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 at Target | Shop Direct
Eden BodyWorks: natural hair and body care products, focusing on using plant-based ingredients to promote healthy hair and skin. Shop at Target | Shop Direct
EssieSpice: flavorful, premium spice blends and seasonings inspired by African and Caribbean cuisines, designed to elevate everyday cooking with authentic tastes. Shop at Target | Shop Direct
Flo: natural, plant-based products, including period care and personal hygiene items, designed to support women's health and empower them to feel confident and comfortable throughout their cycles. Shop at Target | Shop Direct
Fresh Dolls: diverse, fashion-forward dolls with unique, realistic features, empowering children by promoting inclusivity and representation in toys. Shop at Target | Shop Direct
Fresh Pawz: trendy, streetwear-inspired clothing and accessories for dogs, blending style, comfort, and high-quality materials for fashionable pets. Shop at Target | 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 at Target | Shop Direct
Happy Hues: inclusive baby products designed to foster joy, confidence, and community, while ensuring every child sees themselves represented in essential items like diapers and training pants. Shop at Target | Shop Direct
Kinky-Curly: natural, high-performance products specifically formulated to define and enhance curly, coily, and wavy hair textures using gentle, plant-based ingredients. Shop at Target | Shop Direct
La Fête du Rosé: luxury wine brand known for its premium rosé wines, crafted to capture the essence of celebration and sophistication, while promoting diversity and inclusivity within the wine industry. Shop at Target | Shop Direct
McBride Sisters: premium wines crafted from unique, sustainable vineyards with a focus on quality and heritage. Shop at Target | Shop Direct
Mented Cosmetics: inclusive makeup products tailored to a diverse range of skin tones, with a focus on nude and neutral shades. Shop at Target | Shop Direct
Mielle Organics*: natural, nourishing products that cater to textured and curly hair. Shop at Target | Shop Direct
Miss Jessie's: curly hair products designed to define, moisturize, and enhance natural curls, with a focus on achieving healthy, manageable hair. Shop at Target | Shop Direct
Mocktail Club: non-alcoholic, ready-to-drink mocktails, offering refreshing and flavorful alternatives to traditional cocktails without the alcohol. Shop at Target | Shop Direct
Nubies Essentials: underwear brand that focuses on providing comfortable, high-quality, and sustainable essentials for babies and toddlers. Shop at Target
Pair of Thieves: stylish, comfortable, and durable socks, underwear, and loungewear, that blends performance fabrics with bold designs. Shop at Target | Shop Direct
Partake: allergen-free, delicious cookies and baked goods made with simple, clean ingredients for people with dietary restrictions. Shop at Target | 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 at Target | Shop Direct
Play Pits: natural, aluminum-free deodorant brand designed for kids and sensitive skin, offering safe and effective products for odor protection. Shop at Target | Shop Direct
Pretty Please Teethers: stylish, safe, and functional teething accessories, including teethers and toys, designed with a focus on quality materials and modern aesthetics. Shop at Target | 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 at Target | Shop Direct
Satya + Sage: handcrafted, high-quality candles, crystals, and spiritual products designed to promote healing, mindfulness, and positive energy. Shop at Target | Shop Direct
Scotch Porter: premium, natural skincare and haircare products, focusing on hydration, nourishment, and healthy grooming routines for men. Shop at Target | Shop Direct
SheaMoisture: natural, ethically sourced ingredients, particularly focusing on shea butter, to create products for diverse hair and skin types. Shop at Target | Shop Direct
Skin by Brownlee & Co: holistic acne treatments, offering clean, clinical products designed to address acne and hyperpigmentation. Shop at Target | Shop Direct
Sol Cacao: premium, organic chocolate brand that focuses on creating high-quality, ethically sourced, and sustainably crafted chocolate products. Shop at Target | Shop Direct
Supergut: wellness brand focused on promoting digestive health through science-backed, gut-friendly products like fiber-rich drinks and supplements. Shop at Target | 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 at Target | Shop Direct
The Doux: natural products designed for curly and textured hair, focusing on nourishment, hydration, and versatility. Shop at Target | Shop Direct
The Honey Pot Company: plant-based, natural products designed for menstrual, vaginal, and overall feminine health, with a focus on promoting comfort, freshness, and well-being. Shop at Target | 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 at Target | Shop Direct
Thread Beauty: inclusive, high-quality products at an affordable price, with a mission to cater to a diverse range of skin tones. Shop at Target | Shop Direct
Viarae: premium prosecco designed to celebrate joy, empowerment, and unfiltered moments with friends and loved ones. Shop at Target | Shop Direct
WNDR LN: design-focused travel brand celebrating inclusive travel, vibrant fashion, and sustainability. Shop at Target | Shop Direct
Yoléle: sustainably sourced, plant-based products aimed at celebrating West African ingredients, promoting cultural heritage, and healthy eating. Shop at Target | Shop Direct
As I said, this is not an exhaustive list, however, while compiling these brands, I also came a few that are no longer available on the Target site (as of March 2025) however, I’m including them should they return to the retailer —
Ayo Foods: authentic, flavorful, and convenient African-inspired meals and products, designed to bring the rich tastes of African cuisine to everyday dining.
Ghetto Gastro: culinary collective based in the Bronx that blends food, culture, and activism, creating innovative, Afrocentric cuisine and products that celebrate the richness of Black heritage.
GlowRx Skincare: skincare brand that focuses on creating science-backed, effective products designed to promote healthy, glowing skin through innovative formulations and clean ingredients.
Little Muffincakes: stylish, comfortable, and playful clothing and accessories, celebrating creativity and individuality in young fashion.
Lastly, I have two honorable mentions —
Opalhouse Designed with Jungalow Decor: combines vibrant, bohemian-inspired designs with eclectic patterns and natural materials to create unique, stylish pieces that bring warmth and personality to any space. Jungalow™ is a lifestyle brand by Justina Blakeney.
Tabitha Brown for Target: range of vibrant, inclusive, and eco-friendly home decor, kitchenware, and wellness products, inspired by Tabitha Brown's joyful and holistic approach to life.
Opalhouse & Tabitha Brown for Target are exclusive Target collaborations, and while they may not be “Black-owned businesses” that got on Target shelves in the same way has the others, both are in collaboration with Black female entrepreneurs (Justina Blakeney is the founder & creative director for Jungalow).
*Note: Mielle Organics was founded by Monique Rodriguez, and acquired by Procter & Gamble (P&G) January 2023. Monique and her husband, Melvin, remain CEO and COO, respectively. So while Mielle Organics may no longer be Black-owned, it remains Black-led.
I don't know what the future of these brands at Target will look like — how long they'll be available at Target stores or on the Target site, be it by their choice or as a result of Target's DEI pivots. TBH... depending on when you're reading this, I don't know if any of these links will even still work. As of writing this, March 2025, there are founders who've reported seeing a drop in sales due to boycotts. While I can't confirm or deny this. I can, however, say that this is only the beginning. Shifts like this, for better or for worse, don't happen in a vacuum. If your goal is to continue seeing these brands prosper, while they're on Target shelves, this post can be a good starting point, whether you're shopping at Target or the brand directly.
