Black-Owned Wellness Brands That Offer Something for Everyone
In the vast (overwhelmingly white) world of wellness, it's no secret that people of color have been overlooked. And while some Black self-care entrepreneurs have successfully created their own lane, it's time that everyone received support and a piece of the spotlight.
That's where you — the consumer — come in. While many of these brands and products were designed with customers of color in mind (think: sunscreen for darker skin, hair-care for natural curls), the brands have something for everyone. Continuous support and elevation of Black-owned businesses will help diversify the wellness marketplace and ensure greater representation, thereby making the health and wellness industries and the communities they serve more inclusive and accessible for all. (More here: Black-Owned Beauty Brands to Buy from RN)
On the hunt for some self-care? Consider buying from these Black-owned health and wellness brands — from healthy snacks and supplements to activewear and CBD — you'll find everything you need.
Black-Owned Wellness Brands
Vibes & Vinyasa
Let's get one thing straight: This isn't your typical Vinyasa class or studio. It's a tribe — and the Black women behind Vibes & Vinyasa wouldn't have it any other way. Determined to challenge the misconceptions and lack of representation of yoga in the Black community, co-founders Ronnie Howard and Cohbe Berkeley created an inclusive yoga practice that's committed to providing creating safe spaces that embrace all body types, fitness levels, genders, and ethnicities. While they previously held various yoga pop-up classes in the Philadelphia area, you can now get in on the zen via their donation-based classes on IG Live. (Haven't quite found your ~flow~ with yoga yet? Don't sweat it — it also took time for Jessamyn Stanley to become the yoga legend she is today.)
The Glamourina activewear brand was created to motivate women of color to live healthy and active lifestyles. Their culturally-inspired gear was specifically designed to represent women of all skin tones, body shapes, and physical attributes. Their high-waist leggings (Buy It, $60, glamourina.com) feature a moisture-wicking performance fabric, deep pockets, and breathable mesh — keeping you cute, cool, and comfortable. (See also: The Best High-Waisted Leggings You Can Actually Work Out In)
Black Girl in Om
An online "space for women of color to breathe easy," Black Girl In Om promotes holistic healing and inner beauty for communities of women who are often overlooked by traditional outlets. Since its 2014 inception by wellness visionary Lauren Ash, Black Girl In Om has continued to foster an inclusive community that encourages self-love and self-care through its newsletter, series of guided meditations, and the eponymous podcast. Most recently the (donation-based) organization hosted a five-week virtual meditation course called The Circle and will do so again in summer 2020.
Posh Candle Co.
Disclaimer: You're going to want to have your credit card out and ready for this one because these candles are ~lit~. But seriously. With names such as Boss Lady (Buy It, $15, poshcandleco.com), Bad and Bougie (Buy It, $15, poscandleco.com), and Do Nothing & Chill (Buy It, $15, poshcandleco.com), these scented soy candles are designed to encourage authenticity, spark laughter (I meaaan, there's one called "F*ckboy Repellant"), and promote the undeniable calm of a candle's flame. They're made with premium fragrance oils to captivate the senses and non-GMO soy wax to help sustain the environment. These fun statement candles are sure to spark (get it?) conversations and make for a fire Insta (can't stop!).
Mama Glow, a maternity lifestyle brand, seeks to support women at one of the most powerful and most vulnerable times in their lives — at the threshold of new motherhood. Founded by author and master birth doula Latham Thomas, Mama Glow helps women navigate every stage of the reproductive process, from menstruation through birth to new motherhood. How does the platform make this all possible? Through an array of offerings, from prenatal yoga classes and mindfulness training to doula services and lifestyle coaching on topics such as prenatal care–all of which is extremely critical given the fact that Black mothers face a higher risk of pregnancy-related complications. (See also: How Mama Glow Founder Latham Thomas Wants to Change the Birthing Process for the Better)
Noirebud is a woman-owned luxury CBD brand that "has everything you need for an elevated calm." Offering high-quality, carefully-curated products that range from body salves (Buy It, $45, noirebud.com) to oral drops (Buy It, $45, noirebud.com) and herbal teas (Buy It, $30 for 10 bags, noirebud.com), the brand overall is, in founder Carolyn Gray's words, "unapologetically bold and black...like [her]." Praise hands emoji. (More here: Everything You Need to Know About the Benefits of CBD)
Founder and owner, Essie Bartels' love for cooking and flavor began at a young age. Drawing from her experiences in her grandmother's kitchen, Bartels built a brand of delicious spices and rubs made with ingredients imported from her home country, Ghana. She also combines her West African roots with her global travels to create traditional tastings with a twist. For example, the Mekko Dry Rub (Buy It, $10, essiespice.com) offers a subtle blend of Asian and West-African spices that can be used on fish, lamb, chicken, shrimp, or beef. Is your mouth watering yet? Uh, same. Essie Spice products are sold online (i.e. you can get their tangy Tamarind OH! on Amazon) as well as at Whole Foods and other retailers. (BTW, did you know you can make your own spice blends at home?)
The Honey Pot Company
Bacterial vaginosis is, well, a bitch. And no one knows that better than Bea Dixon, who, after suffering from BV, was inspired to make products that protect and balance the vagina's natural flora and ph balance. The Honey Pot's offerings include feminine wipes (Buy It, $9 for pack of 30, amazon.com) and washes (Buy It, $9, target.com), pads (Buy It, $8, target.com), tampons (Buy It, $9, target.com), and menstrual cups (Buy It, $18, target.com) — all of which are organic, clinically tested, and gynecologist-approved. The brand also partners with Happy Period — an organization that provides menstrual hygiene kits to the underserved. So, next time you stock up (because let's be honest, you're already down to your last 'pon), be sure to add a "#HappyPeriod Pin" to your cart to help donate feminine products to those in need. (Related: Why You Absolutely Need to Care About Period Poverty and Stigma)
Who doesn't want to listen to a little Bey while they get their workout on? Former music industry exec Akina Rahmaan founded Banana Skirt an as alternative, yet fun and engaging approach to health and fitness. While their studio's located in New York City, you can now break it down to R&B, hip-hop, and pop music from the comfort of your home (thanks @ quarantine). Self-described as "dance fitness classes for the non-dancer," Banana Skirt choreos promise to build your dance confidence (you know, for any future club hopping) and change up the way you sweat. (See also: Strengthen Your Core with This Viral Dance Move Workout)
You know what they say: Age is just a number. And this is especially true for beauty and supplement brand, Golde, which is only a few years old (three, as of publication), but has made quite the name for itself. After all, when Golde launched at Sephora in 2019, co-founder and CEO Trinity Mouzon Wofford became the youngest woman of color to ever launch a brand at the beauty retailer. This Brooklyn-born brand features products that are centered on superfood-boosted essentials that benefit your body inside and out. With the intention of bringing good vibes into the wellness community, Golde offers everything from matcha teas (Buy It, $29, sephora.com) to chlorophyll face masks (Buy It, $34, golde.co). Between their skin-care goodies, superfood elixirs, and irresistible aesthetic on Instagram, Golde is veritable mana for millennials — and I am so here for it (as is one Shape writer who can't get enough of Golde's cacao turmeric latte.)
If you're feeling a little snack-y, but still want to keep it healthy, the granola connoisseurs at Oh-Mazing Food have you covered. First, a little background: It all began when owner Stephanie Williams was on the hunt to provide her family with a healthier lifestyle. But, ICYMI, supermarket shelves are often stocked with unhealthy, allergen-packed, and processed (ugh) products. So Williams turned to what she knows best — making food from scratch — and went on to create a specialty line of granola that's nut-, soy-, wheat-, and preservative-free. The best news, however, is that her products are also sold on Amazon. (And if you've never tried making homemade granola, now's the time.)
Located in Brooklyn, New York, HealHaus is part wellness space, part café founded by Darian Hall and Elisa Shankle. Created to provide an inclusive environment for healing, HealHaus offers yoga and meditation workshops from a diverse range of practitioners and modalities. While their storefront is currently closed (also thanks to COVID-19), you can book and stream donate-based sessions online, as well as shop some of their smoothie and tea blends to bring a taste of the café to your kitchen.
Ivy's Tea Co.
Inspired by childhood teatime with her grandmother, founder and herbalist Shanae Jones combined hip-hop culture and herbalism to create a holistic health brand. With teas such as Sister Sister (Buy It, $27, ivystea.com) and, after the late rapper/entrepreneur, Nip's Tea (Buy It,
$28 $19, ivystea.com), Jones aims to create a fun and innovative experience for all hot bev fans. In addition to selling locally-sourced, handcrafted teas and herb-infused sweeteners, Jones strives to make the tea market more inclusive through the site's blog, which is essentially a masterclass on everything herb-related (including recipes!). She also recently started Ivy Cares, a philanthropic venture that supports organizations on a mission to uplift marginalized communities.
PUR Home Clean
Natural. Non-toxic. Eco-friendly. Now those are three words you definitely want to hear when it comes to products you're using to clean your clothes and your house. Meet, PUR Home, a conscious cleaning company that produces a range of essential household cleaners, from laundry detergent (Buy It, $19, shoppurhome.com) to floor cleaner (Buy It, $9, shoppurhome.com) to disinfectant spray (Buy It,
$12 $6, shoppurhome.com). (As if you needed another reason to purchase from PUR Home, cleaning can actually improve your mental and physical health.)
Founded by Crystal Etienne in 2015, Ruby Love (née PantyProp) is a period apparel company devoted to designing comfortable, innovative pieces that leave leaks in the past. While RubyLove makes an array of leak-proof period panties, they also sell swimsuits (Buy It, $90, rubylove.com), bodysuits, leggings, pajamas, and even men's undies (because incontinence can happen to everyone, folks).
Like popcorn, but with an "i." When Jen Martin originally founded the healthy snack brand in 2012, it comprised one thing and one thing only: heirloom popcorn, essentially a mini variety of popcorn with an extra crunch. Eight years (and an appearance on Shark Tank, NBD) later, this snack is now just one of the company's many delicious offerings. Choose from an array of non-GMO goodies, from gluten-free Cheddar Cheese Balls (Buy It, $4, thrivemarket.com) to Sea Salt Corn Dippers (Buy It, $3, thrivemarket.com).
Safety never sleeps, dear readers. So, consider adding some of b condom's vegan and all-natural sheaths to your cart. Available in two sizes — Classic (Buy It, $10, amazon.com) and Platinum XL (nothing like a good ego-boost, amirite?) — b condoms are made of thin latex that's triple-tested and FDA-approved, so you can feel safe about slipping anything in. (Steer clear of these common condom mistakes as well.)
Dana Knowles Licko isn't afraid to share her story — and for that, everyone should be thankful. After battling a post-surgery painkiller addiction, Knowles Licko still felt awful: Her hair started falling out, her gut was a mess, she couldn't sleep, and she had no energy. So she started researching and then experimenting with various blends of adaptogenic herbs, medicinal mushrooms, and collagen. Fast forward to today and Knowles Licko credits these blends for healing her brain and body and, thus, founded GoDeep to share her solutions with the world. Each of GoDeep's blends is crafted with natural ingredients and has an intention, such as the POWER Protein Blend (Buy It, $45, godeep.live), which is made with vanilla collagen, blue spirulina, and dopamine bean with the goal of energizing. (Related: How One Woman Used Alternative Medicine to Overcome Her Opioid Dependency)
Transparent Black Girl
Founded in 2018 by Yasmine Jameelah, Transparent Black Girl is a collective dedicated to encouraging Black women to take up space in wellness (a community long characterized as white and homogenous) and creating safe spaces for them to do just that. From its welcoming Instagram grid full of relatable memes, mental health resources, and beautiful images to its smattering of (free!) virtual wellness events, the organization fuses social justice and wellness to help empower those in marginalized communities.
When it comes to size-inclusive activewear, Melt Fit is in a league of its own. The Detroit-based brand boasts an array of eye-catching creations, from brightly-hued sports bras (Buy It, $19, meltfitactive.com) to Flinstones-inspired leggings (Buy It, $60, meltfitactive.com) — all of which are available in sizes small to 3XL. The high waist leggings — which also come in black for when you're feeling more basic than Bam Bam — provide comfortable compression, ample support, and, in the brand's words, "no rolling, sliding, or spillage." (Related: The Best Size-Inclusive Activewear Brands)
Goodnight Darling Co.
If you ever find yourself suffering from #TeamNoSleep night after night, then Goodnight Darling Co. might have the perfect remedy for finally getting those well-deserved z's. Founded by insomnia sufferer turned Chief Sleep Officer, Aycee Brown, Goodnight Darling Co. is a luxury lifestyle company that promotes healthy sleep habits and sells sleep-inducing wares. From pillow sprays with sleep-inspired names — i.e. Fade to Black (Buy It, $26, goodnightdarling.co) —to herbal tea blends featuring lavender and pink rose petals — i.e. Sleeping Beauté (Buy It, $4.50, goodnightdarling.co) — this Black-owned wellness brand is set on helping you score some shut-eye and practice better self-care.
My Therapy Cards
After witnessing the many socio-economic and racial disparities in the mental health system, licensed psychologist Ebony Butler, Ph.D., made it her mission to "[bring] the therapy office to your doorstep and expand the convo of mental health." And so Butler (aka @drebonyonline) created My Therapy Cards: a card deck designed to help women of color gain a better understanding of their mental health and guide them through the process of self-exploration. Armed with tried-and-true therapeutic techniques, these miraculous cards (Buy It, $50, mytherapycards.shop) help to destigmatize therapy and make it more accessible for all women. (See also: Accessible and Supportive Mental Health Resources for Black Womxn)
In addition to being a mother, author, entrepreneur, wife (of none other than film legend, Spike Lee — NBD), and producer of the hit Netflix series, She's Gotta Have It, Tonya Lewis Lee is also an entrepreneur. More specifically, she's the founder of Motiva Organics, a supplement company helping women gain a baseline of good nutrition. Proudly gluten-free, allergen-friendly, and vegan, Movita's vitamins are filled with pure blends of fruits, vegetables, and herbs that are fermented using live prebiotics and probiotics to enable them to be absorbed like food. Whether it's the women's multivitamin (Buy It, $38, amazon.com), the prenatal pills (Buy It, $41, amazon.com), or the Beauty Bottle (Buy It, $26.50,amazon.com), Movita Organics will have you living your best life.
I AM Candle Collection
Meet: Alicia "ACE" Easter, a California-based meditation and yoga teacher, master reiki healer, and candle connoisseur. In July 2020, amidst the uprising of the Black Lives Matter movement and the ongoing COVID-19 pandemic, Easter launched the I AM Candle Collection. Starting a business in 2020 was no easy feat, but Easter plowed ahead, creating a collection of affirmation-driven candles. With scents such as rosemary, caramel, vanilla, and sandalwood, each 10-ounce soy candle ensures at least 60 hours of burn time. These conscious candles will not only light up your room but will help encourage self-care, empowerment, and inner peace through the power of positive affirmations, such as "I am joy" (Buy It, $35, aceyogala.com) and "I am beautiful" (Buy It, $35, aceyogala.com).
At this point, wiping your tush is basically an automatic reflex. As long as the toilet paper isn't as scratchy as the 1-ply product of your college days (ugh, dorm bathrooms) and cleans effectively, odds are you don't think too much about your toilet paper — nevermind the toll it might take on the planet. But Reel co-founders Livio BIsterzo and Derin Oyekan are on a mission to change that with tree-free TP. Made of bamboo fibers, Reel's Premium Bamboo Toilet Paper (Buy It, $19 for 12, target.com) is biodegradable, sustainable, and created without cutting down any trees, thereby helping to curb deforestation and reduce waste. And just because it's created (and packaged!) with the planet in mind, doesn't mean the 3-ply product isn't plenty soft for your delicate down under region.
Founded by Zimbabwe-born Sinikwe Stephanie Dhliwayo in 2018, Naaya is committed to creating a safe space for BIPOC to feel seen and heard in the wellness world — a place that, as it currently stands, "is synonymous with whiteness, affluence, and being able-bodied," according to the brand's website. It does this through building a community, experiences (e.g. events that explore how to remove societal barriers to wellbeing), and education (e.g. yoga and mindfulness classes, discounted yoga teacher training).
A Dozen Cousins
From Trini Chickpea Curry (Buy It, $30 for eight, amazon.com) to Classic Refried Pinto Beans (Buy It, $28 for eight, amazon.com), A Dozen Cousins' culinary creations are all inspired by traditional Black and Latino recipes throughout the Americans, according to the brand's website. Each package is filled with a variety of wholesome, nutrient-dense — see: avocado oil, onions, bell peppers, apple cider vinegar, and more — and is effortless to whip up in seconds (60, to be exact). And need not forget about A Dozen Cousins' rice offerings (Buy It, $25 for six, amazon.com), which are all cooked in bone broth instead of water to make 'em even more nutritious. Translation: With 7 grams of protein per pouch, this Black-owned company is taking the grain game to a whole new level.
Body Complete RX
While Samia Gore's company was founded after her own weight loss journey, the brand has expanded its offerings far beyond its initial weight management-focused products. Today, its shelves are stocked with plant-based supplements that are formulated to support every type of wellness journey. From powders that boost collagen (Buy It, $50, amazon.com) to capsules chock-full of probiotics (Buy It, $40, amazon.com), every Body Complete RX is crafted in tandem with certified holistic nutritionist, Ruby Lathon, Ph.D.
While she might be best known for her skills on the tennis court, Venus Williams is so much more than a professional athlete. In fact, the seven-time (!!) Grand Slam singles champ is also the founder of EleVen, a fashion-forward activewear brand that boasts a bounty of stylish, sweat-proof pieces. Given her background, it's not necessarily surprising that some of the company's creations are designed with tennis in mind but that doesn't mean you can only wear, say, the Flutter Tennis Skirt (Buy It, $84, nordstrom.com) with a racquet in hand. Plus, EleVen also sells a whole lot of, in the brand's words, "everyday apparel for every life moment," such as the Sunset 70s Bell Pant (Buy It, $128, revolve.com) and the Workout Shine Racerback Bra (Buy It, $88, nordstrom.com). Don't believe me? Just take it from fans such as actress Gabrielle Union, Peloton phenom Tunde Oyeneyin, and everyone's fave influencer, Remi Bader.
After learning more about the chemicals hiding in plenty of pads and tampons on the market, Arion Long set out to find organic alternatives. However, she struggled to find any that were leak-free and comfortable. So, she took matters into her own hands and created Femly, a personal care company committed to creating 100-percent certified organic cotton period products that are delivered right to your door. Whether you buy the pantyliners (Buy It, $7, femlybox.com) or opt for the ultra-absorbent pads (Buy It, $9, femlybox.com), you're sure to get a pillowy-soft product that makes managing Aunt Flo a bit easier. (See also: This Woman Is On a Mission to Make a Menstrual Cup for Even the Heaviest of Flows)
If anyone knows the power of plants, it's the founders of Grounded, Mignon Hemsley and Danuelle Doswell. The brand is a veritable paradise for plant parents and botany beginners alike, and the company's aim is to help customers disconnect and decompress through the appreciation of plants, according to the brand's website. And being that all of the varieties sold at Grounded's online store are specifically curated for their physical and mental health benefits, you might start to feel a bit calmer the moment your order — be it a Heart Fern (Buy It, $25, grounded-plants.com) or a Neon Pathos (Buy It, $18, grounded-plants.com) — arrives at your doorstep. After all, science says that even a little exposure to greenery (think: plants) can relieve some stress. (Related: Do Air-Purifying Plants *Actually* Work?)
Freedom at the Mat
Passionate about health and wellness "since [she] was a child," Olivia F. Scott founded Freedom at the Mat to provide women with an accessible safe space where they can "obtain freedom from emotional scars and everyday challenges," according to the brand's website. The company prides itself (and rightfully so) on its selection of online and offline offerings, which include weekly guided breathing and meditation classes on Instagram Live and yoga classes led by Scott (who's a certified yoga teacher) IRL. And need not forget about Freedom at the Mat's digital shop, which is stocked with an array of wellness-related goodies from journals with guided prompts (Buy It, $17, freedom-at-the-mat.myshopify.com) to yoga mats featuring designs from independent, female artists (Buy It, $76, freedom-at-the-mat.myshopify.com). Whatever product you ultimately purchase, you can feel good knowing that 15 percent of all profits are donated to non-profit organizations serving underserved women, especially survivors of domestic violence, substance abuse, and homelessness, according to the company's website.