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AMP Beauty LA

A tech-forward retailer on a mission to redefine beauty culture for all textures and all shades. #AMPlifyBlackBeauty

pledged of$10,000 goal
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Campaign Ends on September 6, 2021

Project Description


AMP Beauty LA is a tech-forward e-tailer that makes it easy for consumers of color to shop and discover products made with their unique needs in mind—a demographic that remains underserved by retailers, despite its billion-dollar spending power. We carry 43 (and counting!) Black-owned beauty and wellness brands, including Black Girl Sunscreen, The Honey Pot Company, Epara Skincare, ROSEN Skincare, Baby Tress, Curls, Play Pits, and Scotch Porter. Our product categories include skincare, hair, personal care, makeup, and nails, from brands that are vetted for quality ingredients, sustainability, and ethical practices. 


Consumers of color face the challenge of discovering and acquiring beauty products that address their specific needs, despite their tremendous spend. Black buying power, alone, amounts to $1.2 trillion, annually. When it comes to the “ethnic” beauty market, Black consumers account for 86% of sales. Still, we’re largely overlooked by mass and niche retailers, met with limited product offerings when shopping in-store, and forced to visit multiple stores to meet our beauty needs—something that is extremely costly and inconvenient. Additionally, Black consumers face a data gap that, if prioritized, could lead to a better shopping experience.

An especially harrowing statistic: 75% of products marketed toward Black women, our core demo, are classified as toxic. That is what we deem a state of emergency! It is unacceptable for Black women to be exposed to products that are harmful and hazardous, in an industry where we not only set the trends, but also dominate in spend.

THE AMP BEAUTY LA IMPACT—which launched September 2020—addresses these challenges through a feature-rich platform, curated inventory focused on Black consumers, and an underlying data platform to capture intelligence. 

Our mission is to afford customers the convenience of a premier destination with new, non-toxic, and unique products delivered to their doorsteps; amplify minority-helmed beauty brands (100% of our shelf space is currently dedicated to Black-owned brands); and emerge as the premier destination for all textures and all shades. 

In addition to bolstering Black ownership and business, we will launch our namesake AMP Foundation at the end of 2021. Our philanthropic arm will deliver beauty, feminine, and personal care items to women and girls in need in the greater Los Angeles area, where we are headquartered.

Our founding team comprises three HBCU graduates, and Alpha Kappa Alpha Sorority sisters, who met over 10 years ago at Clark Atlanta University: Angel Lenise, Montré Moore, and Phyllicia Phillips, J.D. We carry a combined decade of expertise across editorial, luxury beauty retail, legal, and tech—and a single desire to redefine beauty culture. 

We've received coverage from CEWGlossyThe EditorialistGood Morning AmericaBusiness of FashionWWD, and W Magazine; were named one of the 200 best Black-owned businesses to shop in 2021 by NBC News; and featured on KNBC's California Live 

We invite you to connect with us on FacebookInstagramTwitter, and TikTok; text us at 323.402.6038; and subscribe to our newsletter for all things AMP Beauty LA. 


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