Supporting Black-Owned Brands: Standing Together Despite Corporate Shifts
Tracee Ellis Ross Inpsires with Her Haircare Line, Pattern Beauty
By: Jayla Smith
Here's the thing. As many of us may know, Target recently announced a shift in its approach to diversity, equity, and inclusion (DEI), led by Kiera Fernandez, the company’s chief community impact and equity officer. The memo she sent out explains that Target has been gathering data and insights for a while, and now they're making some changes to stay in tune with the current business environment and keep growing.
However, this change is happening at a time when many other big companies like Walmart, Meta (Facebook’s parent company), and McDonald’s have started scaling back their DEI programs. This shift comes partly in response to growing pressure from conservative groups and legal decisions like the Supreme Court ruling that blocks affirmative action in college admissions. Essentially, some companies feel less pressure to commit to DEI efforts now.
What does this mean for the Black community, and how can we stand together to make sure that we are continuously supporting Black-owned brands? For one, don’t stop shopping at Target. I know that this may seem hypocritical, but if we pull away entirely, we risk cutting off the support and opportunities that Black-owned brands partnering with Target rely on. We don’t want to inadvertently hurt the Black entrepreneurs and businesses that are benefiting from the visibility and distribution Target offers. Let’s not forget, when these businesses thrive, so does the broader Black community. What we can do is show up for them, even as we question the larger corporate shifts. Supporting these businesses is a way to remind them and the world that Black excellence and entrepreneurial spirit are not only present but are thriving.
So, continue to shop brands like Tabitha Brown's kitchen supplies and hair products, which reflect not only her personal brand but also a commitment to plant-based living and wellness. Tabitha’s influence has expanded beyond the kitchen, with her products touching everything from haircare to lifestyle, and it's crucial we continue to support her growth.
For beauty lovers, The Lip Bar is a standout, offering cruelty-free, inclusive cosmetics that speak to the diverse needs of all women. This brand, founded by Melissa Butler, has become a force in the beauty industry, championing not just beauty, but empowerment and self-expression. Let’s keep showing up for brands like hers, which disrupt the conventional beauty norms and show that beauty comes in all shades, sizes, and forms.
Additionally, continue to shop Tracee Ellis Ross' haircare line, Pattern Beauty, and Taraji P. Henson's haircare products. These Black women have made waves in the beauty industry with their commitment to products that cater to the unique needs of curly and textured hair. These products aren’t just about beauty; they represent a commitment to self-love, authenticity, and inclusivity, which resonate deeply with many consumers.
But the support doesn’t stop there. There are so many other Black-owned brands worth checking out, such as Briogeo, founded by Nancy Twine, which provides natural haircare that’s clean, effective, and sustainable. Or Juvia’s Place, a brand that has shaken up the makeup industry with its rich pigments and inclusive range. Then there's Fenty Beauty by Rihanna, which forever changed the makeup game by offering a diverse range of shades, ensuring that everyone no matter their skin tone feels represented.
Nancy Twine’s Hair Care Line, Briogeo Provides Natural Haircare That’s Clean, Effective, and Sustainable
We should also consider supporting Black-owned brands across various sectors. For instance, Pipcorn, an artisanal popcorn brand founded by the siblings Jen and Jeff Martin, offers a delicious and healthier alternative to traditional snacks, while BLK & Bold, a Black-owned coffee company, ensures that every cup helps support underserved communities.
When we support these brands, we’re not just buying products; we’re amplifying the voices and legacies of Black entrepreneurs who have invested deeply in their communities, creating jobs and economic opportunities. We’re signaling that their efforts matter and that we stand by them, regardless of what changes occur at big corporations like Target.
In short, let’s keep showing up for these Black-owned businesses, both inside and outside of Target. We don’t have to agree with every corporate decision, but we can always stand behind the businesses and the people who make them happen. When Black businesses thrive, we all thrive.
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Meet Jayla Smith, contributing Writer for 247 Live Culture!