BIPOC Voices, Key Topics, Physical Health, Wellness / Self-Care

We just found out our favorite Hair Care brands aren’t Black-Owned

5 big names.

words by: Natasha Marsh
Jul 22, 2020

In efforts to end systemic racism and hold brands accountable of their “our commitment” pledges, I hope you’re checking your current products and virtual shopping carts to make sure the brands are Black-owned or have legit practices in place to support the culture. Speaking of Black-owned, recent research showed too many of my hair care products are not Black-owned. Some started off with Black founders but for a variety of reasons were sold to white leaders. 


To hold yourself accountable, view the list below and decide how serious you are about racial injustice acts and supporting Black lives. After all, when you know better you should do better. Right? 


Carol’s Daughter

Years ago I did a photoshoot with Lisa Price, the Black founder of Carol’s Daughter. She had so much pride in being a business owner and producing a product that works on both her and her daughters’ (who were also on set) hair. She had so much pride in the name – as her mom, Carol, had always been her biggest motivation. So I was shocked to learn the famous hair brand is no longer Black-owned. According to the site, she sold the brand to L’Oreal back in 2014! 


Dark & Lovely

A childhood staple in my home, and many other Black homes. Dark & Lovely’s box relaxer was all the rage to change my curly hair to sleek and straight. Happy to have stopped relaxers when I was 16 so this is not as hard to hear as some other Black hair care products. But if you’re still rocking those box sets or Dark & Lovely products, now is the time to try another brand. 


Shea Moisture

When you wear your hair natural, it often takes months to settle on a shampoo and conditioner set that both hydrates and shines. I discovered earlier this year that Shea Moisture does just that. It’s a really hard pill to swallow, knowing they are not Black-owned. In fact, I’m so happy with the results of the product, I haven’t gotten rid of it. I know I should, but the process of finding a new shampoo and conditioner is just so extensive.



If you’re Black, the chances of using Cantu products – whether as a child or now as an adult, are high. Beyond high. For me, it’s often my go to curl cream or detangler. When social media got wind of Cantu’s white leadership, the brand issued a statement. They used their Black card, claiming that albeit Black-ownership is not in their DNA, a large 67% of employees are Black. Touche.


Aunt Jackie’s

Their statement actually made me laugh. “Although we’re not Black-owned, we celebrate Black girl magic,” their Instagram post read. Aunt Jackie’s is owned by a company called House of Cheatham, which also owns Africa’s Best. A double whammy here, but you know what to do…


So now that you know, are you issuing cancellations or warnings? By the way, here are 8 Black-owned grooming and skincare brands that you can help support.