Is It Really Black-Owned? Or Just Black-Facing? Here's How to Know
Black branding is booming—but how do you know if it’s real?
From natural hair products to fashion campaigns and “diversity” messaging, more brands are marketing to the Black community than ever. But not all of them are genuinely Black-owned. Some are just…Black-facing.
Tired of brands cashing in on Black culture without putting anything back?
Us too.
Here's how to tell when a brand is for us — and when it’s just faking it.
“Not everything that “looks Black” is Black-owned.
But you deserve to know the truth — and MBG is here to make sure you do”
So… What Does “Black-Facing” Even Mean?
More and more, we’re seeing brands that look Black-owned, sound Black-owned, and speak in the language of “the culture” but are neither owned nor led by Black people.
They’ve mastered performative marketing. They’re borrowing the vibe. And it’s becoming harder to spot and easier to fall for.
This is what we call Black-facing, and it’s not just misleading.
It’s harmful.
So what’s the real cost of buying into the illusion?
When we unknowingly invest our money in brands that mimic Blackness for profit, we delay genuine progress.
Real Black entrepreneurs lose out on visibility, resources, and support, while corporations rake in profits off aesthetics.
What’s the Difference Between Black-Owned and Black-Facing?
Black-Owned = A business that is at least 50% owned and operated by individuals of Black African descent. These founders shape the brand’s vision, call the shots, and directly benefit from your support.
Black-Facing = A brand that uses Black culture, visuals, or language to appeal to Black audiences, but isn’t Black-owned or accountable to Black communities. They talk the talk. But who’s really walking the walk?
6 Red Flags That a Brand May Be Black-Facing:
No Founder info – Can’t find the founder’s name or face? That’s not a good sign. Real Black-owned brands don’t hide who’s behind them.
Ownership language is vague– They call themselves “Black-led” or “diverse,” but avoid confirming actual ownership.
Only Appear During Black History Month – Crickets the rest of the year.
Aesthetic Over Authenticity – Lots of “melanin this” and “queen that,” but nothing about real impact.
Follow the Money – Who profits? Do they give back? Hire Black? Do they even talk about it?
They Ride Trends, Not Culture – They're quick to cash in, but they’re never the originators.
How to Actually Find and Support Verified Black-Owned Businesses
That’s exactly why we built MBG.
To take the guesswork out of your shopping experience.
Every brand in our global directory goes through strict verification because we believe our people deserve transparency and trust.
Every brand we feature must:
Be 50% to 100% Black-owned
Be actively trading (within the last 3 months)
Show verified public reviews
Have a registered company profile
Be community-minded with a track record of impact
Pass founder ID verification
We personally contact every business before listing them.
So when you browse our directory, you can trust what you see.
With over 200 brands verified globally—from Africa to Europe, the Caribbean to North America—we’ve done the work so you don’t have to second-guess.
The Bigger Picture: This Isn’t Just About Shopping
It’s about circulating Black wealth, preserving authenticity, and owning the narrative around what Black ownership really means.
It’s about asking better questions before we click “Add to Cart.”
It’s about making sure our coins go where our culture grows.
Ready to Shop Smarter?
Use the MBG directory for your next purchase
Ask brands the hard questions
Tag MBG in brands you’re unsure about — we’ll help you find out
And stay tuned — we’re adding verified brands weekly.
