Following the Leaders: Explore National Black-Owned Brands Paving the Way

Black entrepreneurs have long been at the forefront of innovation, shaping industries and influencing culture. Yet, visibility remains one of the greatest challenges for Black-owned businesses. While many Black-owned brands have achieved national success, thousands of smaller businesses continue to struggle for recognition and customer loyalty.

It’s time to follow the leaders. By studying the strategies of Black-owned brands that have already carved out space in their respective industries, local Black-owned businesses can adopt similar methods to achieve sustainable success. More importantly, by supporting and uplifting each other, we can ensure that the economic impact of Black entrepreneurship benefits our own communities first.

Why Visibility Matters

Before we examine the national brands that are paving the way, it’s important to recognize why visibility is critical for Black-owned businesses. Historically, Black businesses have faced barriers that include lack of access to capital, limited media exposure, and systemic discrimination. Despite these obstacles, Black entrepreneurs have created thriving brands that set the standard for excellence and customer loyalty.

Keeping Black Dollars Within the Community

One of the most overlooked obstacles to Black economic advancement is the way Black people are conditioned to prioritize supporting businesses outside of their own community. Many ethnic groups have deeply ingrained cultural traditions that emphasize doing business within their own communities first. For example, the Jewish and Korean communities have strong economic networks where money circulates multiple times within their own group before leaving. The Jewish concept of "buying Jewish" encourages supporting Jewish-owned businesses as a way to strengthen the community’s economic foundation. Similarly, many Korean immigrants have built thriving business districts by prioritizing Korean-owned establishments, allowing wealth to grow and remain within their communities.

This practice is not anti-anyone—it is simply pro-community. It fosters financial stability, generational wealth, and economic resilience. However, Black people have been socially and economically trained to take the opposite approach. From an early age, Black consumers are more likely to seek out and spend their money with businesses owned by white, Asian, Italian, and even French entrepreneurs—often considering Black-owned businesses only as a last resort. This mindset is not only unacceptable; it is unsustainable. If Black businesses are going to thrive, this practice must end.

The Consequences of Uplifting Others While Neglecting Ourselves

Other racial and ethnic groups rely on their own communities to sustain their businesses. Black people, however, have historically been expected to support everyone else—while rarely receiving that same level of economic reciprocity. The result? Black wealth is continuously drained, while other communities grow stronger.

For decades, Black people have focused on fighting for inclusion rather than investing in self-sufficiency. While striving for access to mainstream opportunities, Black communities have unintentionally neglected the need to build, strengthen, and circulate resources within their own economic ecosystem. This has created an imbalance where Black labor and activism have propelled other groups forward, often at the expense of Black progress.

Take, for instance, the fight for civil rights and economic equity. Black people were the driving force behind affirmative action, supplier diversity programs, and policies aimed at leveling the playing field. Yet, some of the greatest beneficiaries of these efforts have not been Black Americans. White women, for example, have gained significant advantages from affirmative action policies and diversity initiatives originally designed to address racial disparities. Many businesses owned by non-Black minorities have also flourished under these programs—while Black businesses continue to struggle for the same opportunities.

If Black people are going to continue blazing trails that uplift entire communities, we must ensure that we, too, benefit from our own labor. The time has come to shift our focus inward—to prioritize Black businesses, Black wealth, and Black economic power. Only then can we build a lasting legacy of strength and self-sufficiency.

So how do we do that? We stay visible, we stick together, we spoil our customers, we charge the right prices, and we stay focused.

Applying These Lessons to Local Black-Owned Businesses

In recent years, several Black-owned brands have gained national visibility, securing shelf space in major retailers like Target, Walmart, and Ulta Beauty. While this exposure is valuable, many of these stores do not reinvest in Black communities at the level necessary to create lasting economic change. 

The success of these national brands proves that Black businesses can thrive, but how can local entrepreneurs apply these lessons while keeping their focus on strengthening their own communities? Instead of aiming for department store placements that offer little reciprocity, the goal should be to scale locally, building strong, sustainable businesses that circulate wealth within the Black community.

Below are five key strategies that can help achieve this, and over the next few weeks, we will explore how to execute them effectively:

1. Stay Visible
   If people don’t know your business exists, they can’t support it. Visibility is more than just marketing, it’s about making your presence undeniable. Invest in a well-designed, up-to-date website. Maintain an active social media presence that engages your audience. List your business in directories like the Chicago Black Business Directory to increase exposure. Attend and sponsor community events to establish trust and credibility.
2. Stick Together
   Economic power comes from within. Many other ethnic communities prioritize doing business with their own, reinvesting in each other to build generational wealth. Black entrepreneurs must adopt this same mentality. Collaborate with fellow Black business owners, cross-promote each other's work, and create referral networks that keep dollars circulating in the community. Unity is strength, and together, Black businesses can create an ecosystem of success.
3. Spoil Your Customers
   The most successful brands don’t just sell products or services, they create an experience. Exceptional customer service is non-negotiable. Make your customers feel valued by delivering quality, offering personalized interactions, and showing appreciation. A satisfied customer becomes a loyal advocate, returning for repeat business and bringing others with them. In a world where large corporations often treat Black consumers as an afterthought, Black-owned businesses can use this gap to build lasting relationships with their customers.
4. Charge the Right Prices
   Stop undervaluing your work or dropping your prices so low that you can’t afford to hire or deliver great customer service. Black business owners often feel pressured to lower their prices to compete with big-box retailers or because they fear losing customers. However, underpricing leads to unsustainable business models and reinforces the false idea that Black-owned products and services should be cheaper. Customers are willing to pay for quality. When you believe in and can stand behind the worth of your work you can set your prices accordingly and feel confident about them.
5. Stay the Course & Stay Focused
   Many businesses fail because owners try to do too much at once. Success requires patience, strategy, and discipline. Focus on mastering one area before expanding into others. Avoid distractions and unnecessary multitasking that dilute your efforts. Growth comes from consistency—refine your strategy, execute with precision, and build momentum over time. Resist the temptation to grow too fast. Get the process down and prepare for growth only when it is a win-win for you and your customers.

By applying these principles, Black-owned businesses can scale successfully while keeping wealth within the community. This approach not only strengthens individual businesses but also lays the foundation for long-term economic advancement that benefits future generations.

Join the ThriveWell Collective

If you own a business and you’re looking for a network that prioritizes Black economic success, consider joining the ThriveWell Collective. We provide tools, resources, and connections to help Black entrepreneurs build long-term wealth through business. You can start with a free membership. It’s like a Facebook group only more private, secure, and specific to you. Nobody monitoring our conversation or trolling us for being positive. ThriveWell Collective is designed to not only make it easier to do business with black-owned brands, but to make it easier to do business as a Black-ownered brand. 

The success of national Black-owned brands proves that with the right strategies, visibility, and community support, thriving is not just possible, it’s inevitable. Now it’s time to take action. If you’re a business owner, ensure your business is listed in the Chicago Black Business Directory today. If you don’t own a brand yourself, please consider supporting as many Black-owned brands as you can. Focus on being a loyal consumer and start shifting your dollars toward Black-owned brands and businesses. 

Together, we create the future we want to see.

Let’s Celebrate Our Advancement

We are thrilled to announce the release of the Chicago Black Business Directory on Friday, February 14, 2025. Our goal was to start with 240 business, but although we may not make it to that number before our release date, we plan to keep collecting businesses until we do. 

This directory is a vital tool for connecting with Black-owned businesses and ensuring that our dollars circulate within our community. One of the best ways to strengthen Black businesses is to follow the lead of national Black-owned brands that have successfully scaled their operations, maintained visibility, and provided high-quality products and services.

These brands have had success and we can learn from the path they have taken and apply some of their tactics to our own path. By learning from their success, local Black-owned businesses can implement strategies that ensure longevity and prosperity.

National Black-Owned Brands to Watch, Follow and Support

The following Black-owned brands have set a powerful example of what’s possible when we prioritize visibility, strategic growth, and community support. These brands are not only successful—they are thriving because they have mastered the art of business longevity, customer loyalty, and cultural impact.

Uncle Nearest Premium Whiskey

This was one of our founder’s, Raynard Hall, favorite brand. This brand is rewriting history by honoring Nearest Green, a formerly enslaved man who taught Jack Daniel how to distill whiskey. Uncle Nearest Premium Whiskey has gained national acclaim and has become a top-selling Black-owned spirits brand. Its success underscores the power of storytelling and cultural preservation.

Slutty Vegan

A shock value plant-based fast-food chain, Slutty Vegan has gained a cult-like following by offering fast food like vegan options and a brand experience that attracts even non-vegans. Its success is a testament to the importance of community engagement and brand identity.

SheaMoisture

One of the most recognizable Black-owned beauty brands, SheaMoisture has built a loyal customer base by centering Black hair and skincare needs. Though it was acquired by Unilever in 2017, its legacy as a pioneering Black-owned brand remains strong, proving the power of creating high-quality products with cultural authenticity.

The Lip Bar

What started as a small, independent beauty brand has grown into a national success story. The Lip Bar challenged the beauty industry's lack of inclusivity and now has products in major retailers like Target. Its journey demonstrates the importance of visibility and direct-to-consumer marketing. They have grown tremendously, but they are still working to sustain. We can help them get out of Target and into our homes by buying directly from them.

Partake Foods

Founded by Denise Woodard, Partake Foods offers allergen-friendly snacks and has been backed by major investors, including Jay-Z. This brand proves that Black-owned businesses can dominate even the most competitive industries when they identify a unique market need and execute with precision.

These brands are thriving because they understand the fundamental principles of business success: marketing, customer experience, consistency, and we have given them our community support. Local Black-owned businesses must follow their lead and implement similar strategies to ensure sustainability and growth. We must also do our part to go the distance for our local brands. This means driving a few miles more, paying a few cents extra, and telling our friends.

Follow the Leader: But Keep Going

Many of the leading Black-owned brands that I will mention below got into Target through a special program. In 2021, Target launched the Forward Founders program as part of its commitment to invest over $2 billion in Black-owned businesses by the end of 2025. This initiative aimed to support Black entrepreneurs by helping them scale their businesses and introducing their products into Target stores.

However, recent developments indicate that Target has decided to discontinue its diversity, equity, and inclusion (DEI) programs, including the Forward Founders program. This decision is part of a broader rollback of DEI initiatives following executive orders from the Trump administration.

Below is a list of Black-owned brands that have built successful businesses across various industries. While these brands have gained visibility through programs like Forward Founders, it's essential to recognize that entering major retailers is a means to an end, not the ultimate goal. The real objective is to establish Black-owned department stores and strengthen our economic independence. In the meantime, you can support these brands by purchasing directly from them:

• Gastro - gastro.com
• Bevel - bevel.com
• The Lip Bar - Thelipbar.com
• Ben’s Boyz - bensboyzfood.com
• Honey Pot - thehoneypot.co
• Pair of Thieves - pairofthieves.com
• Evolve - firstlinebrands.com
• Scotch Boyz - scotchboyz.com
• Goode Foods - goodefoodsfamily.com
• Supergut - supergut.com
• Pipcorn - pipsnacks.com
• Afro Unicorn - afrounicorn.com
• House White - housewhite.com
• Thread Beauty - threadbeauty.com
• Be Rooted - berootedco.com
• Little Muffin Cakes - littlemuffincakes.com
• Proudly Company - proudly.com
• Mocktail Club - mocktailclub.com
• BLK&BOLD - BLK&BOLD.com
• A Dozen Cousins - Adozencousins.com
• McBride Sister Wine - McBridesisters.com
• Capital City - capitalcity.com
• Everything Legendary - golegendary.com
• Mrs. Richardson’s - Mrs.Richardsons.com

By supporting these brands directly and ensuring your own business has an up-to-date, functional website, we can strengthen the Black business community. If you own a Black business in Chicago, make sure you are listed in the Chicago Black Business Directory here is a sneak peak on what we have so far, but our official release is on February 14th!