What does the future of Black-owned beauty look like?
This past Tuesday in West Chelsea, New York, the Black Beauty Roster (BBR) gave us an idea when it presented its first consumer and industry-facing show focused on education, networking, and access, with brand activations, panels and mainstage demonstrations. The sold-out event had over 1,100 attendees, ranging from content creators and industry professionals to artists and beauty enthusiasts.
Guests were welcomed with pop-up-style presentations of brands showcasing their product offerings and facilitating live tutorials, including complexion product shade matching, artistry demos, and ample gifting. Sponsors and partners for the event included Ulta Beauty, SalonCentric, Oribe, Fenty Beauty, Nars, Armani Beauty, Danessa Myricks, and Lys Beauty, alongside activations from a range of brands across hair, makeup, and skin.
The goal was to offer an avenue for growth to Black-owned beauty brands. The BBR launched in 2020 during a period of increased attention on the sector, and came on the heels of worldwide protests against anti-Black racism, police brutality, and systemic inequity in all areas of life — not just business. What followed was robust investment in DEI initiatives like the 15 Percent Pledge and others like BBR.
Since then, the company has operated as an inclusive platform to champion diversity and equity through education and advocacy, while connecting artists, creators, and talent with brands and organizations in the TV, media, and beauty industries. BBR’s roster of over 10,000 vetted beauty professionals aims to increase visibility and opportunities for talent that is often overlooked due to systemic barriers to access.
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“In 2020, the industry was responding to an important cultural moment, but it lacked intentionality. For BBR, it’s about building systems that create lasting opportunities and deliver better outcomes today. That’s where we’ve evolved, we help brands and organizations build the knowledge, standards, and pathways that make inclusion sustainable not performative,” says BBR founder Maude Okrah Hunter.
The platform has connected talent and brands for professional opportunities and hosted events including the BBR Beauty Summit and the BBR Creator Summit. While the organization has served key industry players for the past five years, the first Black Beauty Roster show was aimed at expanding their mission to all players in the industry.
“BBR has had a focus on beauty professionals and the creators since 2021. We realized there wasn’t a single place where all of those communities could come together. The BBR Beauty Show was created to bridge that gap. It’s about creating a destination where education, discovery, networking, culture, and commerce exist under one roof. Brands wanted more authentic ways to connect with creators and professionals. The response validated that vision,” Okrah Hunter says.
