I’ll let you in on a secret: the vast majority of creators care about inclusivity. In a survey conducted by CreatorIQ and Sapio Research, we found that 84% of global creator respondents consider inclusivity when deciding whether to partner with a brand. It’s why some platforms, such as Snapchat, are building out creator marketing programs that emphasize diversity—to make sure everyone gets a seat at a table.
Black brands, consumers, and creators have an undeniable and influential impact on culture. From Beyoncé’s Grammy-winning Cowboy Carter, which expanded the reach of country music, to Kendrick Lamar headlining the Super Bowl halftime show, Black artists are at the forefront of American media. What’s more, these artists are leveraging their clout to make big strides in the world of business: in 2024, popular musicians like Rihanna and Beyoncé launched popular haircare companies Fenty Hair and Cécred. But the influence of black culture goes beyond music and hair: by 2030, Black consumers' economic power is expected to reach an estimated $1.7 trillion, according to McKinsey.
Without further ado, here are the top Black-founded brands to watch in 2025:
Global 2024 Performance
Danessa Myricks Beauty was a 2024 standout, topping the list of Black-owned brands. Founded by makeup artist Danessa Myricks, the brand maintains an ethos of supporting the creative possibilities of makeup. This message resonates across backgrounds: the No. 1 creator for Danessa Myricks Beauty was Lindsey Rowley (@linsmakeuplooks on TikTok), who contributed $6.1M EMV via 96 posts tagging the brand. Nonetheless, #BlackGirlMakeup contributed $4.8M EMV in 2024 via 412 creators.
Global 2024 Performance
Topicals wants to make sure consumers feel good about their skin, and they do it well: in 2024, the brand enjoyed a 74% year-over-year growth in EMV. With products that target skincare conditions, it's no surprise that top tags for the brand in 2024 included #Hyperpigmentation ($2.5M EMV) and #DarkSpots ($1.2M EMV). The brand's Faded Under Eye Masks proved popular, with Topicals launching a new limited-edition color in 2024. Additionally, at Topicals' annual creator trip to Bermuda, brand fans celebrated a # FadedFamilyVacation ($1.1M EMV in April), building community and supporting local causes.
Global 2024 Performance
Cécred launched to momentous hype and fared well in 2024, claiming $50.7M EMV and 611.5M impressions. Part of the brand's success lies in its link to its founder, global superstar Beyoncé, but the appeal goes beyond a splashy name. For example, natural haircare girlies took notice of Cécred, contributing $4.1M EMV via #NaturalHair. Additionally, hair stylist Neal Farinah helped demonstrate the ritual aspects of haircare, maintaining an integral role in Beyoncé's haircare regimen ($1.1M EMV via 108 posts). Ending the year with 4.5k creators and an impressive 44.8M engagements, it’s clear that Cécred is just getting started.
Global 2024 Performance
Camille Bell was tired of lipsticks that didn't show up well on darker skin tones. She founded Pound Cake to bring lip tone into the beauty conversation, and move the needle with melanin-forward lip care. Achieving a 355% year-over-year EMV growth, Pound Cake is well on its way to changing how we think about makeup. In 2024, the brand’s popular Cake Theory Lip Oil was awarded an Allure Best of Beauty Award, while Pound Cake expanded its lip colors from red shades to brown. Though the majority of its 246 creators were micro-influencers, this cohort only drove about a third of Pound Cake's 2024 EMV total, indicating that the brand is already resonating across all creator tiers.
Black brands play a vital role in the broader creator economy. At CreatorIQ, we’ve been fortunate at CreatorIQ to speak to some of the most innovative creators in the space. For more coverage of standout brands, check out our conversation with Jackie Aina and Denis Asamoah.