Rooted in the Black Community, Now Mainstream Beauty

Rooted in the Black Community,
Now Mainstream Beauty

Today’s beauty trends spread rapidly through personal, intuitive content. Users around the world share product reviews and practical know-how in real time, lowering cultural barriers and blurring the boundaries between trends.
In recent years, items once considered the “exclusive domain” of the Black community have taken root in the mainstream beauty market. Styles previously viewed as niche are now being reinterpreted as “hip and sophisticated” trends, driven by influencers and the growing power of social media.
This shift has also drawn greater attention to beauty supply stores (#BSS) on short-form platforms. Products long trusted by the Black community are being rediscovered as trend-forward, positioning BSS as accessible destinations for the latest beauty trends. This article highlights six items that originated in the Black community and have gained widespread consumer appeal.

From Black Sleepwear to the “Morning Shed” Trend: Silk Bonnet

[Why It’s Trending]

In the popular #MorningShed trend—where creators film themselves removing overnight wellness and beauty products one by one—women begin by taking off their bonnets, revealing smooth, well-maintained hair.

[The Original History]

Hair bonnets have long been a bedtime essential for Black women. Often described as “sleepwear for hair,” bonnets protect textured hair from tangling and breakage while preserving daytime styles. Until recently, wearing a bonnet outside the home was frequently criticized as “improper.” Today, however, bonnets are widely embraced across racial lines as a practical and fashionable hair-care accessory.

[Sales Strategy] Highlight inclusive messaging such as “For All Hair Types” and “Protect Your Hair While Sleeping.”

“Glazed Combo Lips”: Brown Lip Liner & Clear Gloss

[Why It’s Trending]

Model Hailey Bieber sparked widespread attention with the “Brownie Glazed Lips” look—a makeup style that pairs a deep brown lip liner with a high-shine clear gloss.

This liner-and-gloss combination originated as a signature makeup technique within the Black community.

[The Original History]

Since the 1990s, it has been a staple lip combo for Black and Latina women. Once criticized as “too bold” or “overdone,” the look has since been rebranded as polished and sophisticated. It continues to evolve, with variations ranging from brown hues to neutral tones that adapt to seasonal trends.

[Sales Strategy] Merchandise dark brown lip pencils and clear lip glosses together to encourage bundled purchases.

Leading the Clean-Look Trend: Edge Control Styling

[Why It’s Trending]

At luxury fashion shows, models walk the runway with delicately styled baby hairs—fine hairs along the hairline curled, shaped, and pinned. Influencers showcase sleek, slicked-back hairstyles, taming baby hairs with edge control gel and brushes.

[The Original History]

From Josephine Baker in the 1920s to hip-hop icons in the 1990s, Black women developed distinctive techniques for styling baby hairs using gel and toothbrushes. Today, as the “clean look” trend gains popularity, edge control styling has become widely embraced across all communities.

[Sales Strategy]Merchandise edge control gels and styling brushes side by side to encourage bundled purchases.

Turn Off the Curling Iron—Roll It Up: Flexi Rods

[Why It’s Trending]

The heatless-curl trend continues to grow, with Gen Z avoiding heat damage by sleeping in long rods or even socks instead of using curling irons. Among these methods, flexi rods are the most commonly used tool.

[The Original History]

Flexi rods have long been a staple for Black women, used to enhance the volume of natural curls and add waves to wigs. More recently, satin-covered flexi rods have emerged, appealing to consumers seeking both hair protection and effortless styling.

[Sales Strategy] Highlight flexi rods in multiple thicknesses with messaging such as “No Heat Damage Curls.”

Nails as a Symbol of Affluence: Long Acrylic Nails

[Why It’s Trending]

Driven by celebrity influence—from Cardi B to Kylie Jenner—nails have become a symbol of wealth and hip, stylish appeal. The longer and more elaborate, the better. As press-on nail quality improves, they are emerging as a practical alternative to salon visits.

[The Original History]

In the 1980s, when Black track star Florence “Flo-Jo” Griffith Joyner wore long, dramatic nails, the media dismissed them as “strange” or “excessive.” Today, long, glamorous nail styling is celebrated as a form of self-expression and confidence, firmly established in mainstream fashion.

[Sales Strategy]Organize press-on nails by size and style for easy selection, and merchandise nail polish, accessories, and tools nearby to encourage bundled purchases.

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