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Celebrating Black History


Shop Good celebrates the Black business owners + movers and shakers in the beauty and wellness space – who are making history every day.

This month, we’ll share the stories and perspectives of the inspiring Brand Founders behind the Black Owned Brands you can find on our shelves. We honor these individuals who have overcome the systemic barriers in place that limit Black people from starting businesses and entering the white dominated natural beauty space.

We’re grateful for these partnerships and excited to continue sharing their stories with you, today and always.


Christina Funke Tegbe had a southern-American childhood that was built upon the cultural heritage of Nigeria. In 2015, Christina left her corporate career to spread the inherited foundations of African clean beauty. Sourcing pure, organic plant botanicals from the 54 African countries, 54 Thrones brings the heart and soul of Africa to the world.


Beneath Your Mask was created as a skin, body, and hair rejuvenation line designed to restore, repair, and reverse the toxic effects of environmental hazards, health challenges, stress, and the damage done from countless other unforgiving aspects of our lifestyles.


Sisters Maritza, Tiva + Kaya Murray grew up in a home where natural products were the norm. After struggling to find clean + effective oral care products, they set out to make their own. Selling their products at farmer’s markets across San Diego, they have made a huge impact in the health + toxic load of San Diegans and clean beauties everywhere.


After watching her mother battle with autoimmune disease, at age 23 Trinity Mouzon launched Golde — a superfoods brand created with accessibility + affordability at its center. Just a few years later, Trinity has become the youngest Black woman ever to have products stocked at Sephora + is changing the world of wellness!


London born, raised on big dreams and inspiring curls the world over. Holy Curl offers a curated line of products designed for Black hair (although all curls will enjoy!). Badria’s brand uses ingredients that are natural or naturally derived and never tested on bunnies. Holy Curl is on a mission and the mission is simple: undoing the myths of the curl. Untwirling it and showing the curl for what it truly is: resilient, rebellious and pretty damn cool.


Inspired by a need for *clean* lip masks, Kristen Noel Crawley left a career at ELLE and set out to create the first all-natural, collagen infused lip masks. Kristen has since created a line of products encouraging all definitions of beauty + founded the KNC School of Beauty where Black female entrepreneurs can come together.


Founded by two besties, Abi (a two time Olympic sprinter) + Liha (an art publisher) wanting to create a natural, high quality beauty brand that celebrated the unique mix of their cultures – natural African roots and a distinctive British attitude. Nowadays, they continue to disrupt the industry with products that fuse African and English ingredients + aesthetics!


A skincare line designed to mother the mother on her journey of Matrescence. The Jamaica-born, mother of two founder Raquel Nowak created the Matrescence after diving into the scary statistics of personal care items published by the EWG. Going beyond just natural and organic, Raquel is bringing peace of mind to moms by setting a high bar for safety and transparency in self-care + skincare products.


Created by Tonya Lewis Lee to help women gain a baseline of good nutrition + a practice of positive choices that support a lifestyle of well-being. Through her work as a national spokeswoman for a woman’s health campaign, Tonya embarked on her own health journey that, coupled with her entrepreneurial spirit, led Tonya to create her line of organic vitamins for women.


Kimberlee Alexandria created her brand with the specific intention of *prioritizing the skin needs of Black women + men*, instead of leaving them to be an afterthought of production. At the heart of all Kimberlee’s products is the belief that putting yourself first is not a selfish task.


Starting Redoux initially as a passion project with a close friend, Alejandro, founder Asia Grant left her day job as a marketing consultant to grow the skincare brand full time. Using scent as a powerful tool for transformation and self-identity, Asia is bottling memories and skincare together in one jar. With Redoux, skincare becomes not only an act of self expression and love, but also an act of ritual.


After struggling to find relief from a long journey with keratosis pilaris, Essence Iman founded The Established in 2017. Through a line of skin care products with nutrient dense and high-performing ingredients, Essence is bringing clean, minimal and effortless skincare to beauty cabinets everywhere and more confidence in our skin.


After being personally frustrated by the lack of options of clean sunscreens for women of color, Katonya Breaux (mother to Frank Ocean), set out to design one. With darker skin tones at the forefront of production, *not* just as a shade extension after thought, Breaux is changing the accessibility and usability of sun protection for the Black community.


Have a favorite black-owned business you think we should know or connect with? Email us

We look forward to following through with our commitment to grow our partnerships in support of black makers, founders + owners. We can’t wait to connect.

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