“What if we, Black women, just stopped buying beauty products?”

That was the question dropped on us by creator Delwboy — and like everything in our community, it caught fire.  Immediately, we set a date: September 1st. This was long overdue, but after many years of black women carrying the hair industry on our backs, we’ve finally decided to take our economic power back.

@delwboy What would happen if every Black woman stopped buying hair products for one month? The Black haircare industry relies on us, but barely includes us. From Korean distributors to drugstore shelves, we’re the engine — but never the owners. This is what economic protest really looks like. Watch this and tell me: could we ever actually pull it off? #BlackHairEconomy #BuyBlack #HairIndustry #BeautySupply #EconomicProtest #BlackTikTok #HairCareTruth ♬ original sound - Delwboy

Why Another Boycott?

So why another boycott – because we can! For decades, the beauty industry has made billions off Black women while giving crumbs in return. We’ve been the trendsetters, the blueprint, and the loyal customers, yet the world (not just some companies) fails to respect our point of view, our innovation, and most importantly, our dollars.

The truth is, black women are tired. Socially, politically, economically....we’re just done. So, since brands are pulling our products from their shelves and laying us off in droves, it’s time we fight back with our dollars once again. 

Reasons Why We’re Boycotting: 

• Between this spring and August 2025, approximately 300,000 Black women have exited—or been pushed out of—the U.S. workforce under the Trump administration. 

• In April alone, Black women accounted for the largest job losses among all demographic groups, with 106,000 jobs lost and their unemployment rate rising from 5.1% to 6.1%. 

• Black women have been among the biggest spenders in beauty. In 2023, Black consumers spent $9.4 billion on beauty products, yet Black-owned brands still account for only 2.5% of industry revenues (NielsenIQ; BeautyMatter).

• It’s just time to prioritize our community in a real way. This boycott won’t just send a message to manufacturers but will redistribute our dollars to small black-owned hair brands, giving them the support they need in this uncertain economy. 

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So What’s Happening?

Starting September 1, Black women across the U.S. and beyond are committing to a 30-day boycott of mainstream beauty retailers. That means:

• No beauty supply store runs.
• No Amazon orders.
• No Target, Walmart, Tesco, or Ulta beauty purchases.
• No third-party marketplaces.
  

The only exception: direct purchases from Black-owned beauty brands.

Note: Direct purchases refer to purchases made directly from a brand's store or website. No “stock-ups” from commercial non-black brands - that defeats the purpose. 

What people are doing instead:

• Sharing DIY recipes and product swaps on TikTok and Instagram.
• Building and circulating lists of verified Black-owned brands to support directly.
• Wearing natural styles and protective looks that require less product.

This isn’t just about withholding money. It’s about redirecting it—toward businesses that serve our community, employ our people, and keep ownership in our hands.

What Does This Mean for Black Owned Hair Brands?

For Black-owned brands, this boycott could mean the boost in revenue you need. But preparation matters. That means:

• Making sure websites can handle increased traffic.
• Tightening up shipping and fulfillment.
• Communicating clearly on social media so customers know where and how to buy.
• Showing up online - They won’t be buying from people they “don’t know” 

The boycott is one month, but the ripple effects could last much longer - so this is the time to get prepared! Learn more here.