ESSENCE Senior Beauty Editor Shares WeLoveUs.Shop Favs
There are few things that excite me more than supporting the Black beauty community—especially in these times. Afterall, we’re seeing our favorite beauty businesses, like beloved Ami Colé, close left […] The post ESSENCE Senior Beauty Editor Shares WeLoveUs.Shop Favs appeared first on Essence.
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Collage by India Espy-Jones. Photo of Akili by Blue-Waverly. 
By Akili King ·Updated December 15, 2025 < /> Getting your Trinity Audio player ready… There are few things that excite me more than supporting the Black beauty community—especially in these times. Afterall, we’re seeing our favorite beauty businesses, like beloved Ami Colé, close left and right. If not that, beauty brand founders, like Melissa Butler of The Lip Bar, have shared the true perils that brands are facing in the midst of a recession. And, you can’t forget what it looks like to be a Black-owned beauty brand in a post-2020 society, either. In other words, the “trend” and performative action of supporting Black-owned businesses has faded—and the true reality has set in.
And seeing some of these businesses close down leaves many of us feeling helpless and wondering if our actions truly make a difference. But, never forget that your support goes a long way: from purchasing directly from a brand and posting about them on your social media, to leaving positive reviews and sharing your insights with friends. And now? You even have ESSENCE’s very own marketplace, the 
One thing about us Black women? We’re going to glow! Naturally! But a little tan doesn’t hurt, either. And to enhance your tanning experience, Blue Water Girls, as they said, has, “bottled the sun,” thanks to a squalane, shea, and castor oil- class="retailer essence-commerce-link" target="_blank">WeLoveUs.Shop 28.00Shop Now 02 02 Naked Beauty Fragrance 
Neroli, green tea, and sandalwood make this fragrance grounding and great for year-round wear in my opinion. Brooke, the creator, was very inspired by her move from NY to LA with this fragrance—and she really captures the essence of her new city beautifully. Available at WeLoveUs.Shop 66.00Shop Now 03 03 Ashunta Sheriff Beauty Precision Vegan Liner Pen 
Let’s be honest. Everyone needs a good liquid liner. So why not perfect your cat-eye with the perfect vegan formula. What’s more? The founder, Ashunta Sheriff, is a dope celebrity makeup artist, known for working with the likes of Alicia Keys, Zendaya, Rihanna, and more. Available at WeLoveUs.Shop 20.00Shop Now 04 04 Be Rooted Dedicated Mindfulness Planner 
I know what you’re thinking! This isn’t a beauty product, per se. But, I’d argue that feeling beautiful and confident is an inside-out thing. And this daily planner has certainly helped me feel like my best self throughout this difficult year. Not only is it a daily planner to help keep the busy girls organized, it also holds you accountable to taking care of yourself via prompts about water intake, goal setting, exercise, energy, and more. As an avid journaler, and founder of Joy Letters Journaling Club, I love supporting this dope Black-owned brand. Available at WeLoveUs.Shop 12.00Shop Now 05 05 NaturAll Detangling Brush 
A trusted detangling brush is a need for me. And this one ensures a reduced breakage risk—thanks to the separating teeth. Available at WeLoveUs.Shop 15.50Shop Now 06 06 Tribe & Oak Citrus Pine Candle 
Again, not technically a beauty product. But, definitely one of those things that enhances my mood and calms me. I’m big on scents—and this one combines two of my favorites: citrus and pine. Perfect for the holidays. Add one to your morning beauty ritual for an elevated experience. Available at WeLoveUs.Shop 42.00Shop Now 07 07 Sienna Naturals Dream Curl Cream 
This curl cream has been my go-to since it launched earlier this year. The name says it all: it’s a dream. It instantly defines and nourishes my coils. I typically apply a generous amount after washing it and then diffuse. Other times, I’ll add some water and the product to my hair for a quick refresh throughout the week. Available at WeLoveUs.Shop 32.00Shop Now 08 08 Glamazon Beauty Teardrop Beauty Sponge 
Every beauty girl needs a sturdy sponge—and you can’t go wrong with a classic black one. Perfect for blending complexion products, and easy to travel with. Be sure to check out the founder, Kim Baker’s other incredible products as well. Available at WeLoveUs.Shop 12.00Shop Now
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