Amid the ongoing Black Lives Matter movement, there is a renewed focus on supporting black-owned businesses. As protests continue across the U.S., many individuals are making conscious decisions to shop at establishments that prioritize Black ownership. However, a surprising number of hair care brands marketed toward Black consumers are not entirely black-owned. This revelation raises critical questions about the authenticity of these brands and the intentions behind their marketing strategies.
Some well-known companies, like Carol's Daughter, were established by Black founders but have since been acquired by larger corporations, such as L'Oreal. On the other hand, brands like African Pride have long been operated by non-black owners. This situation presents a complex landscape for consumers who want to ensure their purchasing decisions align with their values.
Below, we will explore a list of hair care brands that target Black consumers but are, in fact, owned by non-black entities. This information is vital for informed shopping choices and supports the broader conversation surrounding racial equity and ownership in the beauty industry.
List of Non-Black-Owned Hair Brands
- African Pride
- Dark and Lovely
- Soft and Beautiful
- Elasta OP
- Beautiful Textures
- Profective
- TCB Naturals
- Smart Perm
- Pro Line
- Africa's Best
- Aunt Jackie’s
- Texture My Way
- Doo Gro
- African Gold
- Artra
- Black and White
- Blue Magic
- DuSharme
- Five Star
- Gloss 8
- Glover's
- Just So
- Nadinola
- Othine
- Worlds of Curls
- Sulfur8
- Cantu
- Carol's Daughter
- Shea Moisture
- Let's Jam
- Mane Choice
African Pride
African Pride is a significant player in the hair care market, previously owned by Strength of Nature Company. This company focuses on providing innovative hair care solutions for women of color. Founded by Mario de la Guardia Jr., this brand has been instrumental in addressing the specific needs of its demographic.
The leadership team at Strength of Nature has included individuals from diverse backgrounds, but it has been consistently owned by non-black individuals. In 2016, the brand was acquired by the Indian conglomerate Godrej, which has led to discussions about its authenticity as a black-owned label, despite a majority of its leadership being black women.
Africa's Best
Africa's Best operates under House of Cheatham, which also manages several other hair care brands. Michael Barker, the CEO, is white, raising questions about the ownership dynamics within brands marketed to the Black community. House of Cheatham claims that while it is not classified as a Minority Business Enterprise, its product development and marketing teams are predominantly composed of black women.
This complexity highlights the challenges consumers face when attempting to support black-owned businesses while navigating a market where brand ownership may not reflect the image presented to consumers. Understanding who owns these brands can empower consumers to make more informed purchasing decisions.
Cantu
Cantu is another brand that has gained popularity in the Black hair care community, but it is owned by PDC Brands. The CEO, Alex Tosolini, is not of black descent, which prompts questions regarding representation in leadership. This mirrors a broader trend of non-black ownership in brands that specifically cater to black consumers.
As we explore these brands further, it is essential to recognize the impact of ownership on product development, marketing strategies, and ultimately, consumer trust.
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