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The Last Place In America Where Segregation Is Still Legal, The Beauty Aisle

The Last Place In America Where Segregation Is Still Legal, The Beauty Aisle

The Last Place In America Where Segregation Is Still Legal, The Beauty Isle

In the next part of our mini-series, “Business in Beauty,” we’re highlighting another five Black-owned and founded beauty and wellness brands. This specific series highlights brands that are looking to destigmatize the use of CBD while others are looking to end segregation on all accounts.

The goal of this series is to establish a resource for not only fashion and beauty editors but also for investors, retailers and influencers.

If you come across any Black-owned and founded beauty and wellness brands that you would like to see highlighted, please contact us at

MAJIC Wellness

Five years into his NFL career, Jordan Norwood, co-founder of MAJIC Wellness, found himself fighting daily-pain and inflammation which made practice difficult to get through.

“Coming off an ACL surgery the year prior, I dealt with chronic knee pain and muscle aches. My chiropractor introduced me to a hemp-based topical ointment that I tried before going out to practice one day. That was it. I had quietly been looking for an alternative to poppin’ 800mg of ibuprofen before every practice and some stronger ‘stuff’ on game days. The hemp ointment gave me the ability to apply it exactly where I needed it–which I loved–and it managed my pain well enough for me to compete at the highest levels.”

In 2015, Norwood and his team went onto win the Super Bowl and that inspired him to create MAJIC Wellness, a brand that vows to only use premium and all-natural ingredients. At the moment, the brand features CBD salves and rubs, CBD tinctures and CBD bath bombs.

Pretty Well Beauty

Pretty Well Beauty is a premier clean beauty and wellness brands that provides the highest quality, clean, natural and sustainable products.

Founded by a 14 year veteran of the fashion and beauty industry, Jazmin Alvarez, the eCommerce site has been carefully curated which each brand adhering to strict standards.

“We’re here to remove the guesswork of what is clean and what isn’t, so you don’t have to.”

Alvarez aims to provide the highest standards of clean beauty, while also further educating the public on the topic of clean beauty and the role it plays in our everyday lives.

Shea Moisture

It all started in 1912 when Sofi Tucker started selling Shea Nuts at the village market in Bonthe, Sierra Leone.

“By age 19, the widowed mother of four was selling Shea Butter, African Black Soap and her homemade hair and skin preparations all over the countryside.”

Shea Moisture provides all-natural, sustainable products that are sulfate and paraben-free whenever possible. The beauty brand also promises to never test on animals.

In April 2016, the company launched the “#BreaktheWalls” campaign to emphasize both ethnic inclusion and empowerment. The campaign called out segregation that often happens with black hair and beauty products in retail stores.

Richelieu Dennis, founder and CEO of Sundial Brands, which manufactures SheaMoisture, commented on the campaign by saying: “I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal, and separating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society—which is why we began leading the efforts to break down those walls.”

In 2017, Unilever acquired Shea Moisture.

Taylor & Tess

A family-run, Black woman-owned CBD skincare line that is formulated with effective ingredients and aims to destigmatize the use of cannabis and hemp.

“TAYLOR + tess’ skin-care products also feature CBD along with an impressive supporting cast of active ingredients, in this case the antioxidants in vitamins C and E, as well as blueberry, raspberry and cranberry extracts. For older skin, vitamin C is supposed to increase the production of collagen, which slows with age, and rosehip seed oil, touted as “nature’s retinol” may smooth fine lines. The Nightcap is a “feel-good” product – not only because it feels and smells so pleasant, but because of a lineup of natural ingredients that are above reproach, and packaging that is entirely sustainable.”

– Abbie Rosner

The brand features moisturizers, cleaning bars and even a toning facial spray that has been featured on The Every Girl, Forbes, Buzzfeed and Cheddar.


Adiya Dixon Wiggins is a practicing attorney and mother of two who always found that no matter how great or horrible a day may be going, time was just never on her side. That said, applying makeup, while desirable, just didn’t seem possible.

“I needed a shortcut!  A way to apply my cosmetics more quickly at home or on the go.  I tried using my fingers but hated it.  It was too messy, the results were patchy and after a few breakouts I knew it wasn’t a healthy way to apply product.”

Source: @yubibeauty

And after many failed attempts of trying to find the right tools for makeup application, Wiggins decided to go ahead and make it herself. Wiggins created what we know today as Yubi beauty, brushes that make makeup application easy and convenient.

Yubi currently offers the Original Yubi Applicator, cleaning kits, replacement brushes and a fitting pouch to store away an applicator and its accessories.

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