Entrepreneurs launch racially inclusive beauty boxes

Multicultural consumers are the fastest-growing segment of the U.S. population, yet they remain underserved by traditional beauty brands, which are just beginning to increase their nude offerings to match the skin tones of customers of diverse ethnic origins. They may soon see competition from these upstarts, which are making it their mission to promote racial inclusivity.


As Black women originally from suburban Minneapolis, the founders of HuesBox were accustomed to a lack of health and beauty products addressing their needs. Tired of spending extra money ordering full-sized products online only to be disappointed after a few uses, and frustrated by existing subscription services, HuesBox was born. Subscribers receive four to six sample-sized products from multiculturally-owned small businesses for $12 a month, each surrounding a unique theme. Part beauty box, part social mission, the company hopes to create a dialogue around health and beauty issues for people of color.


An all-in-one online beauty destination dedicated to Black women, Onyx's editors and beauty insiders curate an ever-expanding collection of undiscovered boutique brands in addition to well-known favorites. Each delivery of the company’s monthly beauty subscription box includes five full- or deluxe-sized makeup, hair, skincare, and nail products, all chosen “with your melanin in mind.” The founders also make it their priority to support black-owned businesses, helping launch brands like Kimberly-Chloe Wilson’s The Butter Bar.


Cocotique is a subscription service featuring beauty and lifestyle products for women of color, but unlike some competitors, it goes a step further by tapping consumers’ cravings for membership and rewards programs that let them sample a wide variety of products they wouldn’t normally think to try; approximately four in 10 Trendsetters in both the U.S. (43%) and UK (40%) have joined or are interested in joining such programs in order to sample products from a variety of businesses. Customers earn points for subscribing, product reviews, filling out surveys, and referring friends. For every 800 points, they receive a free Cocotique Box.