The beauty industry is undergoing a major shift—and Black-founded brands are leading the charge in ways that might surprise you. But here's where it gets controversial: makeup dominates the social media spotlight, while other categories like skincare struggle to keep up. According to data from Traackr, a creator marketing platform, January 2024 revealed a fascinating trend: the top five Black-founded beauty brands by social media reach and engagement were all makeup-focused. Fenty Beauty, Danessa Myricks Beauty, and Juvia’s Place topped the list, proving that vibrant eyeshadows, highlighters, and inclusive foundations are capturing hearts—and hashtags. But here’s the kicker: even brands facing financial hurdles managed to stay relevant. Take Pat McGrath Labs, which filed for bankruptcy late in January. Surprisingly, only 6% of its viral impact tracker (VIT) score—a metric blending reach and engagement—stemmed from bankruptcy chatter. The rest? Driven by glowing tutorials from creators like @margaret_kov (a TikTok star with 1 million followers known for acne-focused content) and a shoutout from supermodel Candice Swanepoel. Now, let’s talk about the underdogs. While makeup ruled the top half, hair care brands like Beyoncé’s Cécred, Briogeo, and Tracee Ellis Ross’ Pattern Beauty held their ground in positions six through ten. And this is the part most people miss: skincare was nearly absent, with Topicals—the only skincare brand on the list—landing at number seven. Why does this matter? Because it sparks a debate: Is makeup’s dominance overshadowing the need for diverse, innovative skincare tailored to Black consumers? Let’s break down the numbers: 1. Fenty Beauty (32.6K VIT) 2. Danessa Myricks Beauty (15.3K) 3. Juvia’s Place (11K) 4. Pat McGrath Labs (9.7K) 5. LYS Beauty (8.7K) 6. Cécred (6.5K) 7. Topicals (4.4K) 8. Mielle Organics (3.3K) 9. Briogeo (2.2K) 10. Pattern Beauty (2.2K). Here’s why Danessa Myricks Beauty stood out: its VIT nearly doubled year-over-year, and creators posted about the brand an average of six times annually—a loyalty rate that’s rare in today’s saturated market. One standout moment? A TikTok video by @april.byjoiles showcasing a flawless shade match using the brand’s Blurring Balm powder. The video racked up 12 million views and 600,000 likes by doing something simple yet powerful: it highlighted inclusive shade ranges and product performance. As Traackr’s CEO noted, 'That’s what’s actually moving the needle in beauty social right now.' But let’s pause here: Should we celebrate makeup’s reign, or is the lack of skincare representation a red flag? And could Pat McGrath Labs’ bankruptcy actually pave the way for newer, leaner Black-founded brands to rise? Drop your thoughts below—because the future of beauty is being written in real-time.
