Black Owned or Founded Beauty Brands
BLK/OPL
Innovative cosmetics & beauty products for people of color
Kreyol Essence
Eco-friendly formulations with a focus on dry hair & skin from Haiti to the world
Flawless
Texture-specific products at an affordable price point
Urban Hydration
Let thirsty locks fall where they may! Nourishing products for healthy, happy hair
The Doux
Super-fresh, texture-focused hair solutions rooted in science
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Shop from Black Owned or Founded Beauty Brands at JCPenney
Beauty is a powerful form of storytelling— a reflection of identity, heritage, and creative expression. Today, the Black owned or founded beauty brands are making a wave and are positively impacting the beauty landscape at large. JCPenney is thrilled to bring you some visionary names that prioritize innovation, inclusivity, representation, and empowerment. Check out Bossy Cosmetics for makeup products, Ustawi for amazing skincare products, The Doux for your haircare essentials, and much more. From gorgeous looks to healthy glow, these brands are committed to bringing in a remarkable change, making the world a better place for everyone.
Beauty Staples Rooted in Care & Creativity
Our thoughtfully selected brands go beyond the basics—they offer meaningful beauty experiences grounded in purpose. BLK/OPL Beauty delivers bold, skin-first cosmetics designed specifically for deeper skin tones with innovative formulas and a wide shade range. Kreyol Essence blends tradition and sustainability through scalp and skincare powered by eco-friendly ingredients like Haitian black castor oil. Flawless by Gabrielle Union champions texture-specific haircare that’s effective, affordable, and crafted for curls, coils, and waves. Giving out the message of kindness and compassion to the world, LAMIK Beauty creates vegan makeup using natural, organic ingredients made especially for multicultural women. Pamper yourself from head to toe with Urban Hydration’s nourishing moisturizers, toners, body washes, and hair essentials; embrace a selfcare routine that rejuvenates both, your skin and mind. Whether you’re layering on a dewy serum or lathering up in a botanical-infused shower gel, you’ll feel the wellness-first difference in every drop. Shop these incredible Black owned and founded beauty brands at JCPenney—where purpose, performance, and representation converge.