Hey Lemon8 fam! 👋 As someone who loves supporting Black entrepreneurs, I totally get the feeling of wanting to make sure your dollar goes to the right place. Lately, I've been doing a deep dive into the ownership of some of our favorite beauty and wellness brands, and what I found was super eye-opening – truly a "Keep it Real" moment! It’s often celebrated when a Black-founded brand achieves massive success, like Mielle Organics or Fenty Beauty. And don’t get me wrong, that success is absolutely something to cheer for! However, what I've learned is that "Black-created" doesn't always mean "100% Black-owned" anymore, especially as these brands scale. Many of these incredible companies, initially started with powerful visions by Black founders, later partnered with, or sold significant stakes to, larger corporations. For example, SheaMoisture, a brand many of us grew up with, was acquired by Unilever. Carol's Daughter, another beloved staple, is now part of L'Oréal. Even Mielle Organics joined the Procter & Gamble family in 2023. So, why does this happen? From what I've researched, these moves are often strategic. Partnering with or getting acquired by a huge conglomerate can provide access to massive distribution networks, capital for innovation and growth, and global marketing power that a smaller, independent brand might struggle to achieve on its own. It allows these brands to reach an even wider audience and expand their product lines. For the founders, it can mean a life-changing financial opportunity and the ability to see their vision grow beyond what they might have imagined. But for us, the consumers who are passionate about supporting Black ownership and wealth creation within the community, this distinction is important. When a brand is acquired, the profits often flow to the larger parent company and its shareholders, rather than directly back into the Black community in the same way they would with a fully independent Black-owned business. It’s not about judging these business decisions, but rather about being informed so we can make conscious choices about where we spend our money. I’ve started looking for ways to identify truly 100% Black-owned brands if that’s my primary goal. There are some fantastic directories online dedicated to listing these businesses. Also, checking out a brand's 'About Us' page or news releases can often provide clarity on their current ownership structure. It's a bit more effort, but for me, it's worth it to ensure I'm aligning my purchases with my values. Ultimately, supporting Black-created brands is still impactful, as it celebrates the ingenuity and vision of Black entrepreneurs. But knowing the full ownership story, as emphasized by that "BLACK-CREATED, NOT 100% BLACK-OWNED" message, gives us a clearer picture of where our dollars ultimately go. It empowers us to decide whether we're supporting a legacy Black founder's creation now under a corporate umbrella, or an entirely independent Black-owned venture. Both have their merits, but the choice is ours once we have all the information. Let's keep supporting and learning together!