By Praise T.

Let’s Get Real: Top 3 Struggles of Black-Owned Skincare Brands

In recent years, the beauty industry has witnessed a significant rise in the demand for diverse and inclusive products. Consumers are increasingly seeking out brands that reflect their individuality and cater to their unique needs. While this shift is encouraging, it's important to acknowledge the challenges faced by black-owned skincare brands in this competitive landscape. Let’s delve into the top three struggles faced by Minimo Skin Essentials, a pioneering brand that develops black-owned skincare products and shed some light on the experiences and lessons learned. 

Overcoming Stereotypes and Breaking Through Bias

One of the key challenges faced by black-owned skincare brands is breaking through the industry's preconceived notions and stereotypes. Historically, the beauty industry has often centered on Eurocentric beauty standards, making it difficult for black-owned brands to gain recognition and market share. Minimo Skin Essentials encountered this struggle initially when trying to establish its unique identity and differentiate itself from the mainstream.


To overcome these barriers, Minimo Skin Essentials embraced its authentic voice and celebrated its diversity. The brand focused on creating products specifically designed to cater to the skincare needs of people of color. By highlighting the effectiveness and positive impact of their products, Minimo Skin Essentials successfully challenged the biases and stereotypes associated with black-owned skincare brands.

Limited Access to Resources and Funding for Black-Owned Skincare Brands

Let’s face it – creating a brand from the ground up gets expensive. Access to resources and funding plays a crucial role in the growth and success of any business. Unfortunately, black-owned skincare brands often face limited access to these essential elements. In a predominantly white-dominated industry, securing funding can be particularly challenging, leading to a lack of investment and slower business development.

"The Amazon Black Business Accelerator Program has helped the Minimo Brand make significant strides in a challenging market." 

 Mary Hayes | CEO 
Minimo Skin Essentials


Minimo Skin Essentials navigated this struggle by actively re-investing revenue into the domestic and international growth of the brand, as well as and partnerships with organizations such as Amazon Buy with Prime that have dedicated channels to supporting minority-owned businesses. By leveraging these resources, the brand was able to build its product line, expand its reach, and establish a loyal customer base. Their perseverance and dedication continue to inspire other black-owned skincare brands to pursue their dreams despite financial obstacles.

Representation and Inclusivity in Marketing and Retail Spaces

Representation matters. In an industry that historically lacked inclusivity, black-owned skincare brands often face the hurdle of limited representation in marketing campaigns and retail spaces. The underrepresentation of black-owned brands can make it challenging to connect with their target audience and compete with larger, more established competitors.

Minimo Skin Essentials recognized the importance of representation and actively sought out partnerships and collaborations with influencers and platforms that celebrate diversity. By amplifying their brand through social media campaigns, targeted advertising, and partnering with retailers committed to inclusivity, Minimo Skin Essentials was able to carve a niche for itself in the market. Their commitment to showcasing diversity and inclusivity has been instrumental in establishing a loyal customer base and fostering a sense of community among their customers.

The journey of being a black-owned skincare brand is not without its challenges. Minimo Skin Essentials serves as an inspiring example of perseverance, innovation, and inclusivity within the beauty industry. By overcoming stereotypes, securing alternative funding, and prioritizing representation, Minimo Skin Essentials has paved the way for other black-owned skincare brands to thrive.


As consumers, we have the power to support and uplift diverse voices in the beauty industry. By choosing to invest in black-owned skincare brands like Minimo Skin Essentials, we not only enhance our self-care routines but also contribute to a more inclusive and representative beauty landscape. Let's celebrate diversity and embrace the power of choice in shaping a more inclusive future for all.


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