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For every Black woman who starts a business, a barrier is broken. An impressive variety of greater than 50,000 Black women are innovating in the United States – but not without an uphill battle to combat denials of bank financing, limited access to capital, and systemic racism and sexism. Despite the challenges, Black women are bringing their products and services to market.
I discovered several Black-owned brands and know they set the stage for Black women in every single place to feel good, look good and stay rooted in the culture. Here are 4 Black women-owned businesses that are breaking down barriers, and some of their insights into business.
Fitness snob
Fitness snob is a Black and women-owned crew socks brand that helps cultivate and enhance every woman’s fitness lifestyle. They’ve created perfectly fitting crew socks in styles that make it easier than ever to begin your fitness journey in style.
Although crew socks don’t seem to be a barrier-breaking product, they do Really If. Because the apparel industry is largely dominated by white male-owned businesses, Black women-owned fashion — especially crew socks, which are prized by athletes in every corner of our country — is hard to return by.
When Fitness Snob founder Kim Turner was pressed about the challenges she faces in growing her business, she said, “Being a Black-owned business comes with overcoming stereotypes and obstacles, from the perception of serving only Black consumers to the struggle to secure initial capital and dispel doubts about quality and legality.”
Despite these challenges, Turner has found this journey incredibly rewarding because breaking down barriers in the apparel industry has allowed her to witness her products transcend racial boundaries and empower all women to prioritize health and fitness in a big way.
Abandoned
With tons of fashion brands emerging in Europe, Abandoned is a Black woman-owned fashion brand producing statement handbags and jewelry that are timeless, elegant and undeniably current. Each product is handmade and is a true murals that reflects the skill of the craftsman and the eye of the designer.
With a deep appreciation and commitment to quality, Deseri Kelley has created a brand that embodies accessible luxury. Representation matters. There are a million handbag brands on the market, but very few of them are owned by Black women and in a position to meet the mass market where they are.
When asked about the qualities needed to begin a Black-owned, barrier-breaking business, Kelley replied, “Authenticity is the cornerstone of entrepreneurial success. By staying true to our values, celebrating diversity and supporting positive influence in the industry, we have built not only a brand, but also a community.”
Deseri emphasizes that embracing authenticity appeals to customers and, in turn, creates loyal fans who are interested in the company’s passion and purpose.
Tow it
Tow it is a luxury ethnic-style custom eyewear brand using unique African, Caribbean and Latino designs and textiles created by women of color. The luxury eyewear market is dominated by European brands, so it was refreshing to place on a pair of Vontélle glasses, which are handmade and designed for a number of faces.
Additionally, Vontélle is the first Black women-owned and operated eyewear company to acquire a licensing agreement from Nickelodeon. The brand is changing the narrative of who stylish eyewear is made for and incorporating the unique physical characteristics and culture of Black and Brown people into its designs.
When Vontélle co-founders Tracy Vontélle Green and Nancey Flowers-Harris were asked about the lessons they have learned since founding the eyewear brand, they replied, “a soft launch with a few products. We launched 37 designs with high MOQ (minimum order quantity) in In hindsight, we should have launched 5 to 10 styles of glasses.” According to those founders, when launching a direct-to-consumer brand, the key is to begin small.
Kee, it’s me
Because the beauty and makeup industry is dominated by white male-owned businesses, Kee, it’s me breaks barriers with cruelty-free and vegan lip glosses inspired by iconic landmarks and neighborhoods. Founded by Mouna Deme, a French visionary with Senegalese roots, it celebrates diversity and inclusivity in beauty with products that suit darker skin tones and make black women look chic.
When asked how creating a makeup line for women of color in a male-dominated space influenced her vision and goal, Deme replied, “I realized how important it is to accept imperfections and let go of the need for perfection, which allows for more authentic moments and creative results.”
Deme also learned that delegating tasks is essential for the optimal functioning of a company. She knows that doing every little thing alone is not sustainable, and finding a work-life balance that suits her needs is the key to increasing productivity in her company.
Final thoughts
For years, Black women entrepreneurs had no selection. From the clothes we wore to business meetings to the makeup we did for photo shoots, many of us have longed for more inclusive and flattering options, culturally competent designs, and seeing someone who looks like us leading corporations with purpose.
We’ve made significant progress over the last few a long time, and many of us finally have access to Black women-owned brands that really “get” us, our aesthetics, and our values. These are just 4 of the many Black women-owned businesses that are breaking down barriers and giving us opportunities. I encourage you to support these businesses and I hope you’ll look out for other Black women-owned brands in your area.