It’s about time we all broaden our shopping horizons and support brands that aren’t so mainstream in the beauty industry. And one of the most under-appreciated sectors of the beauty market is Black owned-makeup brands.

Now is the time more than ever to give these brands business, other than the typical mainstream, white-owned beauty brands we see in stores. And while there are some very popular Black-owned brands, for the most part, they go unnoticed in society. But that changes now.

It’s 2020, and it’s about time we have some diversity in our makeup bags. Here are 10 Black-owned beauty brands we should all purchase from:

Coloured Raine Cosmetics
Coloured Raine Cosmetics was created in 2013 by Loraine R. Dowdy after she quit her finance job to pursue her makeup passions. All the products are intended to fit anyone of any color, age, or gender and include brightly colored eyeshadow palettes, lipstick, and more.

B.Simone Beauty
This makeup brand was created by influencer B.Simone who wanted to create an affordable yet high-quality makeup line comprising mainly lip products. All of the products are also vegan and cruelty-free!

Undefined Beauty
Dorian Morris created Undefined Beauty after working in the makeup industry for years under big-name companies. However, she decided to go off on her own and create her own brand, which includes vegan, CBD-infused skincare, and makeup products.

Lamik Beauty
Lamik Beauty was founded by Kim Roxie in 2004 when she decided it was about time for a vegan, all-natural beauty brand made for multicultural women. The products are typically made with nourishing oils and are great for your skin.

Janet and Jo.
There’s no denying nail polish isn’t great for your nails- and that’s why Kendra Woolridge created Janet and Jo. The brand is a vegan, cruelty-free, and non-toxic nail polish line with colors that work for anyone.

Unsun Cosmetics
Katonya Breaux created Unsun Cosmetics in 2016 when she realized there was no sunscreen for women of color on the market. Unsun Cosmetics include 100 percent mineral-based SPFs that are great for your skin and don’t leave that annoying white residue.

Range Beauty
There is definitely a lack of diversity when it comes to foundation shades, and Range Beauty aims to combat that. Range Beauty was created by Alicia Scott and offers 21 shades, so there is a guaranteed color fit out there for everyone.

Uhai Beauty
Uhai Beauty was created by Susan Edwards and includes hair products that are actually good for your hair. The main ingredient in all the hair products is baobab, a plant common in Africa that has antioxidants and anti-inflammatory properties.

The Lip Bar
Melissa Butler might not have made it with her product on Shark Tank, but she kept the momentum going and now owns a successful makeup brand. The Lip Bar offers everything from organic, vegan lipstick to foundations for every shade.

Kurly Klips
Kurly Klips offers natural, 100 percent human hair clip-ins for Black women. The brand was created by Lana Boone after spending tons of money and time trying to find clip-ins that worked for her- she wanted to make the process easier for everyone else.