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Brief Published: 13 Oct 2015

Essence Subscription Box Targets Black Beauty

A new beauty box subscription launch by and for black women acknowledges an underserved market and reflects the growing influence of black beauty in mainstream fashion and media.

American lifestyle and entertainment magazine Essence, which is aimed at black women, has launched a new beauty box subscription service, providing readers with access to products that cater to their specific needs. For $15 a month, users will receive five new products – with a mix of cosmetic, skincare and fragrance items – to experiment with.

While there has been a rise in such services (see Sephora Launches Beauty Box), black consumers have so far been neglected by mainstream beauty brands. Each box will also prominently feature one African-American-owned brand, elevating its influence among black consumers.

The runaway influence of Mexican-Kenyan actress Lupita Nyong’o on mainstream beauty, coupled with the growing number of black models on the catwalks (see Womenswear S/S 16: Hair), will transform and grow the black beauty industry, which is currently worth $7.5bn, according to US-based fashion industry news source WWD.

With black women spending on average 80% more on beauty products than their white counterparts, there is a tremendous growth opportunity for brands in this area.