Introduction

Many haircare products on the market are targeted at Black consumers, featuring Afrocentric branding and advertising campaigns highlighting natural textures. Yet, the uncomfortable truth is that a majority of these brands are not Black-owned.

While some began as small Black-owned businesses, they were sold to major corporations for financial security or growth opportunities. The fallout? Products may change, marketing may shift away from Black consumers, and the community can feel a sense of betrayal.

This article explores why Black-owned brands are sold, what happens after acquisition, and most importantly, provides the ultimate list of non-Black-owned haircare brands.

1. Why Black-Owned Haircare Brands Sell to Large Corporations

Challenges for Independent Black-Owned Businesses

• Access to Capital: Black entrepreneurs often struggle to secure funding to expand and meet market demands.
• Cost of Growth: Entering major retail requires significant investment, which small businesses can’t always afford.
• Competitive Market: Big corporations dominate the beauty industry with huge marketing and production budgets.

Why Founders Choose to Sell

• Expansion Goals: Acquisition provides access to global markets, distribution networks, and mainstream retail opportunities.
• Financial Security: Selling creates generational wealth for founders and their families.
• Burnout: Scaling a business is demanding. Acquisition provides an exit strategy for overwhelmed entrepreneurs.

2. What Happens After Acquisition?

When a Black-owned brand is sold to a conglomerate, several changes often occur:

3. Case Studies: Brands That Were Sold and Their Impact

SheaMoisture

• Founded: Richelieu Dennis (1991)
• Acquired By: Unilever (2017)
• Impact: A marketing campaign focused on “all women” upset Black consumers who felt overlooked. Rumors of formulation changes caused further distrust.

Carol’s Daughter

• Founded: Lisa Price (1993)
• Acquired By: L’Oréal (2014)
• Impact: While the brand expanded into Target and Ulta, consumers questioned whether its focus on Black hair remained a priority.

Mielle Organics

• Founded: Monique Rodriguez (2014)
• Acquired By: Procter & Gamble (2023)
• Impact: The acquisition sparked fears about formula changes and dilution of its Black-centered mission.

The Mane Choice

• Founded: Courtney Adeleye (2013)
• Acquired By: MAV Beauty Brands (2019)
• Impact: Increased store availability raised questions about whether founder-led decision-making remained intact.

4. Comprehensive List of Non-Black-Owned Haircare Brands

Many brands are often mistaken for Black-owned because of their marketing and branding. Here’s the largest list to clear up the confusion:

As I Am Tops the list:

As I Am is not Black-owned; it was founded by Dr. Ali N. Syed, an Indian-born chemist who worked for for Black brands as a chemist at Johnson Products and Soft Sheen in the 1970s and 1980s. In 1984, he established Avlon Industries, to create As I am and KeraCare.

Non-Black-Owned Haircare Brands and Their Manufacturers

5. How to Support Authentic Black-Owned Brands

Verified Black-Owned Haircare Alternatives

Here are Black-owned brands that prioritize the community:

Steps to Identify Black-Owned Brands

1. Research the Brand: Look at the official website and Black-owned directories.
2. Follow Industry News: Acquisitions often make headlines.
3. Demand Transparency: True Black-owned businesses highlight their ownership proudly.

6. The Bigger Picture: “Selling Out” and Its Impact

Benefits of Selling

• Access to global markets
• Generational wealth for founders
• Increased visibility for Black-led businesses

Risks of Selling

• Loss of cultural authenticity
• Decline in product quality
• Profits leaving Black communities

Conclusion: Make Intentional Choices

Your spending power matters. While acquisitions may benefit founders, they often come at the expense of authenticity, product quality, and cultural trust.