Essence is taking a bold stand for Black-owned businesses with the official launch of WeLoveUs.shop. This new community commerce platform debuted on Dec. 3 to serve as a vital lifeline for Black women-led brands. It aims to provide the visibility and retail infrastructure these founders often lack in traditional markets.
The marketplace currently features a carefully curated selection of 100 brands and over 1,000 unique products. Shoppers can find everything from beauty and wellness items to home decor and lifestyle gifts. Every single item has been vetted by the Essence editorial team, ensuring high quality for consumers who want to “buy Black.”
Supporting Black Women Founders in a Volatile Economy
Black women are starting businesses at record rates, yet they face unique hurdles in today’s shifting economic climate. Rising costs from new tariff policies and a wave of job losses have made it harder to maintain a steady income. Many entrepreneurs are turning to business ownership as their primary path to financial stability.
The WeLoveUs.shop platform was built to offer a “soft landing” for these visionaries. By providing a reliable sales channel, Essence helps founders avoid the instability of the larger retail industry. This support is especially crucial as many major retailers have recently scaled back their diversity and inclusion programs.
“Black women are building businesses in the midst of economic uncertainty, and they often do it without access to the retail infrastructure their peers rely on,” said Michele Ghee, Chief Content Officer at Essence.
Overcoming Retail Roadblocks and DEI Rollbacks
Recent shifts in corporate policy have left many Black creators without the shelf space they were promised. For instance, brands like Kazmaleje experienced significant sales slowdowns after retail giants like Target rolled back DEI initiatives. This loss of visibility forced many founders to seek alternative ways to reach their loyal customers.
WeLoveUs.shop solves this by putting the massive media power of Essence behind these brands. Instead of fighting for space in big-box stores, founders get direct access to millions of intentional shoppers. This move is designed to restore dignity and ownership to communities that have been systematically excluded from growth.
Operational Benefits for Sustainable Business Growth
Managing the backend of a business can be overwhelming for small teams, so WeLoveUs.shop handles the heavy lifting. The platform uses Shopify Collective to sync inventory in real-time and provides centralized customer service. These tools allow founders to focus on creating great products rather than drowning in logistics.
The financial structure is also built for the founder’s success, offering bi-weekly payouts. Traditional wholesale deals often make small businesses wait 90 to 120 days for payment, which can kill cash flow. While the 30%-35% commission is higher than some sites, it includes full PR support, social media promotion, and editorial coverage.
Building a Holistic Economic Infrastructure
This marketplace is more than just a place to buy things; it is part of a larger movement. Participating brands gain access to the New Voices Foundation, which offers coaching, mentorship, and networking. This community-driven approach ensures that founders have the skills and connections to scale their businesses long-term.
By channeling the $2.1 trillion in Black buying power intentionally, Essence is creating a sustainable future. The platform plans to launch more curated “drops” during key moments like Black History Month and the Essence Festival of Culture. This consistent support ensures that Black women entrepreneurs don’t just survive this economy—they thrive in it.
