As I sit in my kitchen, surrounded by jars of coconut oil, sugar scrubs, and herbal teas, I am reminded of my grandmother’s skincare routine. She would dip her fingers into the jars, mix up the ingredients, and brew the teas, creating a beauty regimen that was both magical and rooted in tradition. Her skincare line was not just a product, but a way of life, passed down from her ancestors in Haiti.
Fast forward to 2025, and the beauty industry is playing catch-up. Major skincare brands are scrambling to rebrand and repackage what Black and Indigenous women have known for centuries: cultural ingredients work. Not just as trend pieces or “clean beauty” add-ons, but as the foundation of holistic, effective skincare. And now, we’re reclaiming the credit.
The Shea Butter Effect
Shea butter, a sacred staple in West African homes, has been used for centuries to heal wounds, soothe sunburn, treat stretch marks, and moisturize skin and hair alike. In Ghana, Nigeria, and beyond, women hand-process the butter, grinding, roasting, and kneading it to create a nourishing product.
However, Black women were excluded from the luxury marketing campaigns, and instead, the butter was watered down and sold as a trend. But today, Black-owned brands like Hanahana Beauty and 54 Thrones are putting the spotlight back on ethically sourced, community-honoring formulations.
Turmeric, Hibiscus, and the Rise of Kitchen-to-Countertop Ingredients
Turmeric, a natural anti-inflammatory and brightening agent, has been used in various cultures for centuries. In Africa and the Caribbean, women would mix it with honey and lemon to create a face mask. Today, it’s being used in high-end skincare products, but its origins are being forgotten.
Hibiscus, another powerhouse ingredient, is also making a comeback. Its AHAs and high vitamin C content make it a gentle exfoliant and collagen booster. But its use in traditional recipes and homemade remedies is being overlooked.
The Problem with Trend-Based Beauty
When cultural ingredients become “trends,” their origin stories get erased. The packaging becomes sleek, the language becomes vague, and the prices soar, yet the farmers, grandmothers, and healers who pioneered these traditions are rarely spotlighted.
It’s not just about ingredients; it’s about context. For many Black and Indigenous communities, these skin and hair care rituals were part of wellness systems tied to ritual, ceremony, and community. They were acts of care, deeply rooted in tradition and survival, not just vanity.
Why Ancestral Beauty Is the Future
In 2025, there’s a growing shift toward what some are calling “ancestral beauty”—a return to the ingredients and rituals that center healing and heritage over hype. Younger generations are documenting old recipes, blending them with new science, and launching skincare lines that pay homage and innovate.
Black-owned brands like KLUR, Nola Skinsentials, and Anima Mundi are leading the charge with transparency, sustainability, and storytelling. Influencers and estheticians are also turning to elders for inspiration, not just dermatologists.
From Oral Tradition to Shelf Space
The same remedies once called “folk” or “witchy” are now “clean beauty” and “organic skincare.” But for our grandmothers, there were no Ulta points or branding campaigns. There was coconut oil, a good scarf, and a whole lot of trial and error.
As these cultural ingredients become mainstream, let’s not just follow the trend. Let’s honor the source. Let’s remember the grandmothers who mixed oils on their knees, the aunties who made clay masks, and the medicine women who understood the power of plants.
Thank You, Grandma
Thank you for the Vaseline on our cheeks, the peppermint oil in our scalps, and the “drink water and mind your business” mantra that still hits. Thank you for understanding that beauty isn’t just what you put on—it’s what you carry, what you inherit, what you pass down.
In 2025 and beyond, as the beauty industry continues to evolve, let’s make sure that the wisdom of our elders doesn’t get lost in the algorithm.