Protests over the police killing of George Floyd have brought much-needed, urgent attention to the systematic racism that plagues all Black Americans. There are many things you can do with your time, energy, and money to support the Black Lives Matter movement—protest, call your elected officials, and donate. (We've got a list of places to consider right here.) One direct way to support the black community is to make an effort to buy directly from small business owned or founded by black entrepreneurs. To guide you, we put together a list 29 such brands spanning grooming, skincare, and wellness. (We've also got a separate list of fashion labels and clothing stores.) It's not a complete list, but it might help you spend thoughtfully the next time you need to refill your medicine cabinet.

Aba Love ApothecaryInstagram content

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Founded by certified aromatherapist Aba Gyepi-Garbrah, Aba Love Apothecary brings aromatherapy and skincare together using botanicals and other natural ingredients. Try the grooming oil, which softens your skin and beard in one go.

Beneath Your MaskInstagram content

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Dana Jackson started crafting skincare products out of a personal need—she was struggling with lupus, a chronic inflammatory disease, and needed gentle solutions she knew would work. Thus, her luxe line of scrubs and serums was born.

BevelInstagram content

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Founded in 2013 by Stanford graduate and Foursquare alum Tristan Walker, Bevel is a (GQ-loved) shaving company that focuses on minimizing razor bumps and irritation. (In 2018, Walker sold the company to Proctor & Gamble while staying on as CEO.)

BriogeoInstagram content

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Briogeo is a plant-based haircare line for all hair types. Founded in by Nancy Twine in 2013 while working in full-time in finance in New York City, Briogeo is now carried nationally at places like Sephora and SpaceNK.

CeylonInstagram content

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Founded by D.C. native Patrick Boateng II, this simple, three-product line targets skin concerns many men of color face—acne, razor bumps, and hyperpigmentation.

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Founded in 2016 by then-college student Joshua Esnard, The Cut Buddy helps you keep your lineup and beard looking fresh in between cuts. It was an Amazon best-selling grooming tool even before quarantine even began.

Epi.logic skincareInstagram content

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Founded by oculofacial plastic surgeon Chaneve Jeanniton, this tightly edited skincare line is full of hits. Chief among them is a stem-cell infused anti-aging serum dubbed "Master Plan".

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Nigeria-born, England-based Ozohu Adoh started Epara to provide luxury skincare to people with dark skin tones. Using the best in highest quality African botanicals, the line targets concerns like dryness and discoloration.

Essentials by TemiInstagram content

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Temi Shobowale started her namesake line after feeling disenchanted by the "cult loved" yet harmful products she was surrounded by in her beauty-retail career. Her plant-based line is simple, clean, and sustainable.

Fenty BeautyInstagram content

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Whether you're into makeup or just curious about zit-covering options, Rihanna's Fenty Beauty has your back no matter your skin tone.

Frederick Benjamin GroomingInstagram content

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Named after founder Michael James's grandfather, Frederick Benjamin Grooming aims to replace heavy, harsh products for black hair and skin with gentler, more effective formulas. Pick up multiple products at once in the brand's regimen kits.

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If you're curious about dry brushing and have Tom Ford-level taste, there's Gilded's marble-backed brush. Blair Armstrong's line has other super-luxe self-care goods too, from marble candles to super-rich body balms.

GoldeInstagram content

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Cofounded by Trinity Mouzon Wofford and Issey Kobori, this Brooklyn-based wellness brand makes turmeric latte and matcha mixes and superfood-packed face masks so you can make a self-care night of it.

HyperInstagram content

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Desiree Verdejo founded Hyper after failing to find a serum that effectively treated the hyperpigmentation she experienced during pregnancy. Her vitamin-packed formula smoothes fine lines and softens skin at the same time.

KlurInstagram content

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Founded by esthetician and formulator Lesley Thornton, Klur is a luxe skincare line that promises results without the fuss. The packaging also happens to be display-it-on-the-sink-ledge good.

MantlInstagram content

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Co-founded by Queer Eye's Karamo Brown, Mantl's mission is to offer a "better bald" with products that clean, moisturize, and protect the face and scalp in one easy routine.

Nature BoyInstagram content

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Jacob Quetant founded Nature Boy after noticing a lack of natural, gentle beard products on the market for men. The brand's deep cleaning Raw African Black Soap is the star of the show—use it on your face, beard, and body.

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Founded by Richelieu Dennis, Nyema Tubman, and Mary Dennis in Harlem back in 1992, Nubian Heritage relies on natural, fair trade ingredients to make incredible-smelling soaps, aluminum-free deodorants, and body washes.

Olori CosmeticsInstagram content

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Named after the Yoruba word for “queen”, Olori is a Lagos-based haircare line formulated for African hair. Founded by Toyin Odulate, a personal-care industry veteran, Olori uses only natural ingredients.

OoliInstagram content

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This plant-based, paraben-free haircare line is specially formulated for cleansing, styling, and caring for dreadlocks.

Organic Bath Co.Instagram content

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Gianne Doherty and Jay Weeks's Organic Bath Co. is affordable, stylish, and all organic. Come for the body wash, stay for the hand sanitizer and face oil, leave without sticker shock.

Oui the PeopleInstagram content

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If you've ever given side eye to disposable plastic razors or aggressively scented shave creams (everyone), Karen Young's stripped down, eco-conscious direct-to-consumer shaving brand is worth checking out.

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Noticing a lack of organic products crafted for highly textured hair, Jamyla Bennu created Oyin, which uses nourishing honey to naturally smooth strands. No surprise: Oyin also makes a mean body lotion and beard softener.

PatternInstagram content

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Pattern makes hair products for the curliest, coiliest, and tightest of textures and was founded by Tracee Ellis Ross, our favorite person on Instagram.

Plant ApothecaryInstagram content

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Plant Apothecary, founded by Holly McWhorter and Bjarke Ballisager, makes a mean body wash and loads of other great-smelling certified organic skincare goods.

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A board-certified dermatologist, Rose Ingleton's skincare line focuses on combatting common skin concerns like redness, dark spots, and wrinkles. And nice surprise: it's also totally natural.

Scotch PorterInstagram content

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Calvin Quallis's great-smelling beard products are a GQ favorite. Start there, but don't miss the hair and skincare offerings either.

Skin ButtrInstagram content

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Tatiana Price's shea-based, chemical-free body scrubs and lotions will whip your sad, stay-at-home skin right into shape. Buy in bulk. Scoop with abandon.

Vernon François HairInstagram content

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Founded by English celebrity hairstylist Vernon François, this luxe haircare line uses fair trade ingredients to create products for all hair types, from fine to coily.

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