7 Power Moves Black Beauty Entrepreneurs Can Make To Build Strong Brands

The Black beauty industry is facing a critical moment. As government programs roll back public diversity commitments, tariffs drive up production costs, and major retailers shrink shelf space, Black founders are being pushed to the margins of an industry they helped build.

[SEE ALSO: ‘Legacy Isn’t Given—It’s Built’: Inside Sadiaa’s Black Beauty Panel At IBS New York]

While barriers grow, a new movement is brewing—one focused on ownership, loyalty, and innovation on our own terms. Beauty founders and experts are weighing in: building something lasting takes more than visibility. It demands strategy, structure, and a return to community-first principles.

Whether you’re an emerging founder or an established brand recalibrating for the future, these seven moves are key to building lasting Black beauty power—and keeping the future where it belongs.

1. Build With the People Who Already Believe in You

While shelf space and venture dollars continue to bypass Black entrepreneurs, a new movement is brewing—one focused on ownership, loyalty, and innovation on our own terms. Whether you’re an emerging founder or an established brand looking to recalibrate for the future, these seven moves are key to building lasting Black beauty power—and keeping the future where it belongs.

The foundation of a thriving Black beauty ecosystem already exists. It lives in the salons, barbershops, and service spaces that have always championed our culture. Instead of chasing mass market validation, founders should build deeper with those who already trust them. 

“People are too individualized. Back in the day, we were all in it together,” said READY to BEAUTY founder Corey Huggins. “Now there’s your agenda, your agenda, my agenda… If we could bring back that sense of pride—that extended family—I think we’d be a lot better.” 

Community isn’t just the audience—it’s the distribution network, the marketing engine, and the growth strategy.

2. Turn Salons Into Your Strongest Sales Force

Stylists aren’t just artists—they’re frontline influencers, educators, and potential retail partners. If you’re serious about sustainability, it’s time to stop treating salons like an afterthought. 

According to trichologist and industry veteran Rodney Barnett, “If [stylists and barbers] were loyal to the manufacturer, you wouldn’t need a retailer. You are the sources to be able to educate the public on a particular product.”

The brands that will last aren’t just selling to consumers—they’re equipping the professionals consumers already trust.

3. Make Vulnerability Part of Your Business Plan

In a social-first, AI-powered world, the pressure to perform to perfection is real. But authenticity still wins.

“I made myself vulnerable to reach out and ask for help and support. We don’t do that anymore,” says Nu Standard founder Autumn Yarbrough. “Allow yourself to be vulnerable and trust yourself that you will overcome whatever the results are.”

Brands built on real stories, real pivots, and real connection cut through the noise. Vulnerability isn’t a weakness—it’s the bridge to loyalty, collaboration, and long-term trust. Show up human, not just polished.

4. Mix Old-School Grit with New-School Tools 

Building stronger brands isn’t about resisting innovation—it’s about merging tradition with technology. That means building brands that evolve, not just react. 

“You talk about being uncomfortable… [Comer Cottrell] sold his product out of the back of their car,” shared Barnett on his experiences working with the Pro-Line founder.

The most resilient brands blend old-school business ethics (hard work, community, service) with new-school tactics (social selling, DTC models, e-commerce ownership). Don’t just chase trends—build systems that grow with you.

5. Own Your Supply Chain, Not Just Your Brand

Tariffs, global shipping issues, and rising material costs are tightening margins and testing the survival of independent beauty brands. Relying solely on international suppliers—or operating without control over your manufacturing—leaves too much to chance. The next era of Black beauty isn’t just about owning the brand—it’s about owning the process.

As Huggins put it: “I don’t want a seat at the table. I want to own the team. I want to own the manufacturing company that built the team.”

That’s the mindset needed now more than ever. Diversify your sourcing. Strengthen domestic manufacturing relationships. Explore cooperative buying power. Build systems you can control. Because real power—and real protection—comes from owning every link in the chain, not just the logo on the box.

6. Build for Impact, Not Just for Instagram

A viral post is nice, but a thriving ecosystem is better. Brands focused on real problems—not just performance—are the ones that last. 

“Impact does not mean you have to have millions of followers loving you and then you’re changing the world,” said Yarbrough. “You can change the world [with] one person. And that was something I realized that I wanted to do.”

The future belongs to founders who think beyond social validation—who design products, services, and systems that circulate resources and shift power. Think about policies, partnerships, and platforms—not just placements. The brands built to last are the ones that center purpose, not popularity.

7. Center Black Consumers, Not Just Black Creators

Lastly, ownership without community alignment is the wrong kind of vulnerable. The future belongs to brands that center the people who built this culture—not just the founders creating for it. That means innovating with real needs in mind, listening to feedback, and building loyalty that can’t be bought or trend-chased.

“We are America’s culture. We’ve built this, we’re creating it, we’re sustaining it. We’re the sauce,” said Huggins. 

When brands center the consumers who built the industry, they’re not just making sales—they’re making history.

The future of Black beauty won’t be handed to us by corporate check-writers or retailer shelf resets. It’s already ours. Brand by brand. Chair by chair. Community by community. We don’t need a seat at the table when we’re already building the house.