Shopping can be an impactful action. Apart from educating yourself, speaking up, and listening, it’s one of the most immediate ways you can support the Black community. If you’re doing some online shopping today, we encourage you to spend some of your holiday budget at Black-owned businesses.
Below, PEOPLE editors curated a list of some of their favorite Black-owned fashion, beauty, lifestyle, food, and wellness brands that you can shop online. Products are available from every brand’s direct-to-consumer website, but we’ve also highlighted some of the retailers and department stores you can find them in as well — many of which you might already be shopping today, like Amazon, Nordstrom, and Target. And some brands are offering amazing Black Friday deals of their own.
Continuing to support Black-owned businesses every day is necessary, but especially during the biggest shopping days of the year. Scroll down to learn more about each of the brands and where you can buy their products!
Nancy Twine started the hair care brand Briogeo with the mindset that hair should be nurtured the same way skin is. What started in her New York City apartment is now a popular brand for texture-specific products that tackle everything from volume to curls. Right now, Briogeo is 20 percent off sitewide for Black Friday. All you have to do is use the promo code HOLIDAY at checkout to enjoy the savings. But you’ll have to hurry, the deals will only last as long as the popular products stay in stock.
Finding the perfect pair of jeans online is no easy feat. To make things more difficult, at most retailers you can only view them on one body type — but Good American is changing that. Emma Grede co-founded Good American with Khloé Kardashian in 2016 to create innovative solutions to common wardrobe woes and redefine fashion for the modern woman. Not only does the brand offer an inclusive size range (up to size 24), but it has a tool that lets shoppers see how a pair of jeans fits on 15 different women; while browsing the site, you can choose the model you prefer to see the styles on. Good American’s lineup now features activewear, dresses, bodysuits, and more, all of which you can score for 25 percent less on its website during Black Friday with the code BF25.
BLK & Bold
Blk & Bold
For a warming cup of coffee and the even warmer feeling of giving back, try Iowa-based coffee roaster BLK & Bold. The brand offers an array of different coffees and teas and donates 5 percent of its profits to supporting at-risk youth across the nation. And now’s a great time to sample — until November 30, you can save 20 percent across the brand’s site with the code BLK20.
The Vintage Royalty
Inspiration struck Meena Osei-Kuffour nine years ago when she spotted a woman wearing a pair of paper-made earrings. But it wasn’t until last year that her jewelry-focused lifestyle brand, Vintage Royalty, came to fruition with the idea that “jewelry from our past can strongly inspire the jewelry of the future,” according to its website. Osei-Kuffour handcrafts unique acrylic earrings that are as specially designed as any piece of art. Her latest collection features pieces inspired by past and present protests, according to her profile in Time Out Chicago. Her designs can be purchased on her brand’s website or through her Etsy shop, where you can find a Black Friday deal on The Tracy Earring.
One lipstick doesn’t work for all skin tones, but every woman should feel like she has options no matter her complexion. That’s the reason KJ Miller and Amanda E. Johnson began Mented Cosmetics one night over a glass of pinot noir in 2017. While its vegan, non-toxic lipsticks are formulated especially for women of color, there’s something for all complexions. In just three years, Mented has not only expanded its offerings to include foundations, eyeshadow palette, and nail polishes, but it’s also landed a spot on the coveted list of Oprah’s Favorite Things this year. The Holiday Faves Trio that she included comes with three ultra-hydrating and universally flattering lipsticks that would make a great under-$50 gift for a beauty lover. Mented’s entire site is 30 percent off through Monday — you can even earn a gift card for a future purchase if you spend at least $60.
If you have home improvement projects on your to-do list, head to Clare to stock up on premium paints for your walls. The direct-to-consumer brand founder Nicole Gibbons makes the daunting task of selecting a paint color so much easier. While the small brand isn’t running any massive Black Friday deals, it is offering promotions in honor of Small Business Saturday: On November 28, you can save $5 on each gallon of paint when you buy three or more. Since the brand doesn’t typically have sales, this is kind of a big deal.
Shop at: clare.com
Nothing says holiday cheer like cookies, and Partake’s treats are something everyone can enjoy. Vegan, and free of the top eight allergens (like gluten and eggs), the brand is the brainchild of Denise Woodard, who struggled to find allergy-friendly cookies for her own daughter. Fan of soft, cakey bites or cookies that have more of a crunch? Partake offers both in a multitude of flavors like chocolate chip, cookie butter, and pumpkin spice. Orders over $39 ship for free.
In case you missed the memo, period-friendly clothes are having a bit of a moment, and Ruby Love is one of the best places to shop for leak- and stain-proof undies, swimwear, and activewear. Crystal Etienne founded the brand in 2015 to make sure no one is slowed down just because they’re on their period. If you’re ready to give the smart articles of clothing a try, you can shop the brand’s Black Friday deals right now. Through Cyber Monday, save 15 percent on purchases of at least $100 with the promo code HOL15, 20 percent when you spend $150 or more with the code HOL20, and 25 percent on orders of $200 or more with HOL25.
Shop at: rubylove.com
Comfortable clothing has reigned supreme this year, and if you need to stock up on things to wear while working or lounging at home, Rec Room is a great place to start. The athleisure brand was founded by friends Dre Taylor Lindsay and Val Young, and it’s having its first-ever Black Friday sale this year, offering 25 percent off through November 30. You don’t want to miss out on this.
Shop at: rec-room.com
Made from real juices and natural botanicals, Avec’s low-calorie, low-sugar drinks are an excellent way to shake up your cocktail routine. The Brooklyn-based brand was founded by two friends who wanted a healthier option than traditional mixers. Avec offers five different flavors to pair with your favorite spirits, including Pomegranate and Hibiscus, Yuzu and Lime, and Jalapeno and Blood Orange. Can’t pick just one? Try the sampler pack that has three cans of each of the five signature flavors.
Shop at: avecdrinks.com
Give your favorite winter pastime — sipping cocoa by the fire — a superfood upgrade with the help of Golde. Founded in 2017 by Trinity Mouzon, the company aims to make self-care inclusive and approachable with a lineup of fun, easy-to-use wellness and beauty goodies. Its cacao turmeric powder is an easy swap for cocoa, while Clean Greens provides the benefits of superfoods like spirulina and chlorophyll in a purifying face mask. Shop Golde’s popular products on Amazon, or visit the website for an exclusive Black Friday deal: The entire site is 20 percent off with the promo code SUPER20.
Need affordable, high-quality, supportive leggings? Same. That’s why Angel Johnson, who’s active duty in the military, founded Iconi Leggings. The motivational activewear company tests every legging design to ensure it’s functional, chafe-free, and squat-proof. The result is leggings that are so good, they made it onto Oprah’s 2020 Favorite Things list. Even better? These already affordable leggings are even cheaper in Iconi’s Black Friday sale.
Check out more of our favorite Black-owned brands.