Beauty Startups

Over the last decade, big-name brands like Procter & Gamble and Unilever have really tapped into the chance to create products that resonate with a variety of consumers. These consumers have shelled out a whopping $473 million on hair care, which is part of a $4.2 billion industry. They’ve also made some serious investments in personal care items, like grooming aids ($127 million out of $889 million) and skincare products ($465 million out of $3 billion). As Nielsen points out:

“Black consumer choices have a ‘cool factor’ that has created a halo effect, influencing not just consumers of color but the mainstream as well. These figures show that investment by multinational conglomerates in R&D to develop products and marketing that appeal to diverse consumers is, indeed, paying off handsomely.”

While Black people make up 14% of the U.S. population, they have a huge impact on hair and beauty trends. However, only about 12% of the U.S. Black population is involved in the cosmetics manufacturing industry, which includes making perfumes, cosmetics, shampoos, and shaving products. The number of Black entrepreneurs in this space is likely even lower. Still, one Black woman has dedicated over 30 years to helping other entrepreneurs break into the ethnic hair and beauty market.

The Black Beauty Ally

Germaine Bolds-Leftridge has worked with a variety of beauty brands like Oyin Handmade, Curls Dynasty, and Mielle Organics. Her sales and marketing company, GBL Sales, based in Maryland, gives small, niche ethnic beauty brands the support they need to stand out against the big players. Here’s what they do:

• Create strategies and models to help brands get noticed by buyers and retailers,
• Develop the brand’s story and messaging,
• Highlight features, claims, and benefits, and
• Help sell brands to retailers.

Thanks to its role as a resource for small businesses looking to grow, GBL Sales saw sales increase in 2021, even during the pandemic. Three years ago, Bolds-Leftridge also launched one of the biggest beauty events in the South: The Ubiquitous Women’s Expo. Plus, she’s the Chief Creative Officer and a key stakeholder in Ambi Enterprises LLC, the investment group that acquired the skincare brand AMBI from L’Oréal USA. She shares her insights:

“When I started GBL Sales, I wanted to become a major player in the beauty space.  However, to make a difference, I had to create a new business model which built more creative and authentic brands.  The main goal was to make small brands into household names. I knew if I could help smaller brands to grow that the larger brands would soon know my name.”

A New Chapter: Manufacturing IKNOW Skincare

As the owner of her skincare brand, Bolds-Leftridge is carving out space in a male-dominated manufacturing industry. While many women face daily challenges, she offers powerful advice for navigating similar environments: make allies, build consensus, set goals, stay positive, speak up, and don’t take things too personally.

She reminds us that women can break into any field. For example, consider Katherine Johnson—the mathematician who made history at NASA. Success, Bolds-Leftridge says, takes perseverance, self-awareness, and a clear sense of purpose. It also means holding your ground, especially when few people in the room look like you.

Now, she’s channeling that same energy into her latest venture: IKNOW Skincare. She’s especially focused on reaching Generation X and Baby Boomer Black women—consumers who often feel ignored by mainstream beauty brands.

The inspiration for IKNOW came from a deeply personal place. In 2020, Bolds-Leftridge watched her mother transition from cancer. “My mom always had beautiful skin,” she shares. “She taught me how important it is to care for it.”

That experience sparked her mission. She wants women over 50—especially Black women—to redefine their relationship with skincare. Instead of chasing youth or falling for anti-aging trends, she encourages women to embrace their #RealAge and celebrate their natural beauty.

Ultimately, IKNOW is more than a brand. It’s a movement to help women feel seen, valued, and confident in every stage of life.