Meet The It Girls Behind These Must-Have Beauty & Skincare Brands

After Melissa Butler was rejected by the popular American business reality television series Shark Tankand mocked by judges (Kevin O’Leary called Butler and her partner “colorful cockroaches” for her bold lipsticks), she went on to build a brand that became the largest Black-owned beauty brand on Target shelves.

Today, The Lip Bar remains strong, offering a comprehensive range of face, lip, and complexion essentials.

Frustrated with the lack of options available to women of color, Shontay Lundy founded Black Girl Sunscreen in 2016. These products are designed with darker skin tones in mind, effectively addressing the issue of white residue often left behind by many sunscreens.

Ami Colé 

Launched in 2019 by Diarrha N’Diaye-Mbaye, this clean beauty line was created in Harlem, offering products that celebrate melanin-rich skin. Unfortunately, in 2025, it was announced that the brand would close shop in September due to economic conditions.

Supporters have been rushing to the website and stores that offer their range of highlighters, lip treatment oils, mascara, skin-enhancing concealer, and skin-enhancing tint for one last chance to obtain Ami Colé products before they are no longer available.

Created by Chici Eburu, Juvia’s Place has quickly become a fan favorite for beauty enthusiasts thanks to its array of products curated specifically with deeper skin tones in mind. The highly pigmented and vibrant colors prove that women of darker skin tones can also embrace makeup products that pop just as much as everyone else.

A self-taught makeup artist, Myricks launched her beauty line in 2016, featuring products that highlight vibrant hues and techniques. The brand has since gained worldwide acclaim.

The balm powder is an It Girl staple, especially during the hot summer months if you’re looking for coverage that will not melt away with the sun.

Legendary makeup artist Pat McGrath turned herself into a household beauty name by expanding her brand into a namesake line in 2015. Today, it remains one of the best-selling makeup brands to date. And in 2019, it achieved a valuation of $1 billion.

Top Pat McGrath Labs products include Lust Lip Gloss and Skin Fetish Divine Powder Blush.

After years of partnering with the best in the beauty industry and growing up under the influence of a mother who had a successful career in the makeup and perfume industry, Rihanna launched her beauty line in 2017 as her first solo cosmetics brand.

From the Pro Filt’r Foundation to the various Bomb Gloss shades for your lips, Rihanna’s beauty brand changed the game, helping to set new industry standards by offering shades that match every skin tone. Initially, the brand launched with 40 different shades, and it has since expanded to include 50 hues, made with nearly every skin tone imaginable in mind.

Initially, Oui Shave was developed by founder Karen Young to create a more enjoyable shaving experience for women, following her own uncomfortable experiences with razor burns and ingrown hair. Today, the label offers a range of body products designed to make skincare gratifying for everyone.

Sometimes all it takes is one product to do the trick, and that’s what Eadem has done with its Milk Marvel Dark Spot Serum, created by founders Marie Kouadio Amouzame and Alice Lin Glover. The serum tackles dark spots, while preventing new ones thanks to its innovative melanin technology infused with amber algae, ethyl ascorbic acid, licorice root, and niacinamide.

Since its launch, Eadem has launched other products, including a lip balm and a facial mist.

Founded by Kristen Noel Crawley, this brand first gained recognition for its unique designs.

From the shooting star eye mask to the collagen-infused lip mask shaped like Bratz doll lips, this is now one of the most sought-after brands for self-care masks and lip balms.

Consider your It Girl era unlocked. Shop all of our beauty and lifestyle must-haves on The It List.