In recent years, the beauty industry has seen an extended period of boom, thanks to the world’s growing interest in skincare because of social media. In a report by Trefis in 2018, the global beauty industry is already valued at $300 billion and is still expected to grow over 30% in the next five years.
While statistics have shown that black women spend more on skincare than practically every other demographic, accounting for a whopping 19% of total spendings on bath and body products, the industry, in general, is still lacking in representation. Luckily, with the current discourse of diversity, progress is being made and one black-owned brand is set to be a part of that change by setting itself apart with its skincare line made from natural ingredients.
Meet Amenda Beauty, Connecticut-based luxury skincare brand founded by Sandra Morgan Downie. The idea to start the company came to Sandra after she struggled to find a product for her specific skin condition: her hypothyroidism caused her skin to be extremely dry. Sandra has tried different treatments to keep her skin moisturized for an extended period, from medical-grade skin remedies to cleaner beauty products, all to no avail. That’s when she decided to take matters into her own hand.
As a medical esthetician who grew up in a Jamaican household, Sandra is well versed in the beneficial properties of plants and herbs for the skin. She used this knowledge to formulate skincare products that are safer and more effective for her condition until she finally arrived with the perfect formula that helped her nourish and hydrate her dry skin on a deeper level.
At the core of Sandra’s vision for the brand is exploring her heritage and approach skincare from a natural perspective. Amenda Beauty believes in combining nature and science to provide a safer and more effective solution to skincare with reduced possibilities of side effects often associated with harsher chemicals.
As the beauty industry continues to grow, more and more customers are starting to pay attention to brands’ commitment to sustainable practices. The beauty industry admittedly still has a long way to go to be completely eco-friendly. Amenda Beauty saw an opportunity in that area to spearhead for sustainable practices in the beauty industry.
Amenda Beauty’s commitment to everything natural doesn’t stop with the ingredients with which they choose to create their skincare line. The brand adopted a small-batch production method, which not only ensures more quality control but also proven to be more eco-friendly. Amenda Beauty has also vowed to be completely cruelty-free and to reduce the use of plastic and has limited the use of excessive boxes in packaging.
Amenda Beauty’s range of skincare lineup includes the usual staples such as Cleanser, Toner, Serum and Beauty Oil. The brand also recently expanded its collection to include Bath + Body Collections, with even more items set to be launched soon. All Amenda Beauty products come in minimalist packaging that screams luxury.