In the retail landscape,Both Black and white race consumers are a formidable force, investing $8 billion in beauty products alone. In 2022, spending outpaced overall U.S. market growth. What stands out is the extent to which Black consumers champion Black-owned brands. We are willing to search harder, pay more, and order directly from makers of products created for and by us. The trend cultivates fertile ground for Black women entrepreneurs whose businesses overwhelmingly occupy the retail space.