Glam - February 16, 2021

Our Favorite Black Owned Beauty Brands To Buy At Walmart

Here are some of our favorite black-owned beauty brands you can purchase at Walmart. Every dollar you spend speaks to the values you hold; this is why shopping with intention matters. Who are you supporting with the purchases you make? What statement are you making? For me, it’s important to put my dollars behind brands that are founded by Black entrepreneurs who share my passion for clean beauty.

Starting this month, Walmart is highlighting Black businesses by adding a Black-owned beauty brand site experience to their website. You’ll find 20 featured brands, along with interviews with their founders, a wide range of products, and a Beauty Through Unity subscription box to help you find some new go-to favorites. 

Having all of these items curated in one place is amazing, and what’s even better is that Walmart is accessible to everyone, everywhere, whatever your budget. Their selection proves that you don’t have to spend a lot of money to support up-and-coming Black-owned brands or to make the clean beauty switch.

Also: there are some incredible products and inspiring stories being featured!

Shop One of My Faves at Walmart: Alaffia

African black soap has always been a staple in my house and I love knowing that when we run out, we can order a bar of Alaffia from Walmart and get it super fast with their free two-day shipping. It’s made using a centuries-old recipe that combines skin-soothing oils with potash, then cooks the soap for six hours, and cures it for three weeks. It’s great no matter what your skin type, but it works especially well if you’re dealing with sensitivity, irritation, or acne. In addition to African black soap, Alaffia offers an extensive selection of products that are Certified Fair Trade, plant-based, non-GMO, and rated well on the EWG Skin Deep database—and you know that’s important to me! 

Alaffia isn’t just a Black-owned clean beauty brand, though—it’s also a brand that gives back. Alaffia puts its profits back into African communities to reduce poverty and encourage gender equity. They measure their success by the difference they make, not their profits. There’s just so much to love about their products and what they do, and it feels good knowing that by supporting this brand, I’m able to support so many values that matter to me. 

Let me share some of the Alaffia products I’ve been using lately.

Black-Owned Beauty Brands

Available Online + In-Store


Alaffia Everyday Coconut Face Toner, $10

A toner made with coconut water? Yes! This is just what your skin needs this winter—it’s a toner that provides lasting hydration throughout the day and the smell is incredible, without being overpowering.

Shop Here

Alaffia Everyday Coconut Face Cream, $10

This basic face cream from Alaffia is hydrating without feeling heavy and comes in at under $10, so it’s wallet-friendly.

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Alaffia Everyday Coconut Face Wash, $10

I just have to call out another great value here—under $10 for a big bottle that will last you months. And the face wash is gentle, effective, and free of toxins.

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Alaffia Everyday Shea Body Wash, $9

This handcrafted body wash is naturally scented with lavender, so using it is like an aromatherapy experience in the shower. (And let’s be real, we can all use a relaxing aromatherapy experience lately, right?)


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Alaffia Whipped Shea & Coconut Oil, Unscented, $17

Use this on your knees and elbows for deep hydration, dab it on your cuticles, or add a few drops of a calming essential oil like chamomile for a soothing DIY eczema balm.


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Available Online Only


Alaffia Everyday Bubble Bath, $15

Alaffia even has clean bath products for the littlest members of your family! Kids love bubble baths, but so many of them are full of harsh ingredients that irritate their sensitive skin. I am all about this bubble bath from Alaffia, which is super sudsy and moisturizing—and it comes in four kid-friendly scents. (Pro tip: Lemon Lavender and Coconut Chamomile are perfect just before bedtime.)

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Alaffia Foaming Shea Hand Soap, $10

Everyone’s a little fanatical about hand-washing these days and all that time at the sink can lead to seriously dry hands. This hand soap is made with Certified Fair Trade unrefined shea butter and virgin coconut oil for a luxurious, moisturizing lather. 

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Alaffia Authentic African Black Soap, $22

You! Need! This! We’ve been using African black soap in my family forever because it’s an incredible multitasker. It’s soothing, and it’s a fantastic remedy for breakouts, plus it’s excellent for calming eczema. We use this soap as a body wash but, you can use it on your face. Walmart also carries Alaffia’s black soap in a bar form if you’re not a liquid soap person. I love to add the Lavender Ylang Ylang liquid version to a relaxing bath for extra hydration.


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Alaffia Babies and Up Shampoo and Body Wash, $11

This shampoo doubles as a nourishing body wash, with virgin coconut oil, yarrow, and chamomile to calm the skin while it cleans. It’s incredibly moisturizing and also has the best EWG rating and that’s why it’s my go-to body wash for the kids.

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