Essence unveiled a new online marketplace in December. WeLoveUs.shop supports Black women entrepreneurs during challenging economic times. The platform showcases 100 brands and 1,000 products carefully selected. Essence’s editorial team vetted every item on the site.
The marketplace features beauty, wellness, home, lifestyle, and gifting products. All brands are Black women-led and culturally rooted. Shoppers can confidently support Black founders while discovering quality products. The launch comes at a critical moment for small businesses.
Supporting Black Founders Amid Economic Uncertainty
Michele Ghee, Chief Content Officer at Essence Communications Inc., explained the platform’s purpose. “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,” she stated. The marketplace addresses this fundamental gap in resources.
“The WeLoveUs.shop platform was designed to offer stability and a real pathway to scale in a moment where that support is needed most,” Ghee continued. Black women entrepreneurs face unique challenges in accessing traditional retail channels. Consequently, they need alternative platforms to reach consumers. This marketplace provides that crucial connection.
Responding to DEI Rollbacks and Retail Challenges
The platform launches during a particularly difficult period for Black-owned businesses. Target and other major retailers rolled back diversity, equity, and inclusion initiatives earlier this year. This decision sparked widespread backlash and boycotts from loyal customers. Black founders lost critical visibility and shelf space.
LaToya Stirrup, founder of Kazmaleje, experienced these challenges firsthand. “There was a lot of pushback, especially on social media, and you couldn’t really talk about being in [Target],” she told Digiday. The backlash limited her ability to advertise effectively. “That limits you from being able to advertise, because we were getting the response of, ‘We’re not shopping there,'” Stirrup explained.
Target’s DEI Reversal Impacts Black-Owned Beauty Brands
Stirrup debuted on Target’s shelves in 2022 with 20 other Black-owned beauty brands. The retailer had pledged to spend over $2 billion with Black-led businesses by 2025. However, Target’s DEI rollback this year changed everything dramatically. Many loyal shoppers began avoiding the store entirely.
Stirrup faced “a complete sales slowdown” before Target removed her haircare products from physical shelves. The retailer moved her products to online-only sales. This drastic change prompted her to seek alternative platforms. WeLoveUs.shop offered a solution at the perfect time.
Trump Tariffs and Job Losses Create Additional Pressure
Small businesses face multiple economic pressures simultaneously. Trump’s tariff policies have significantly increased costs for many founders. Brittny Horne of RVL Wellness Co. experienced these impacts directly. Widespread job losses across sectors have further reduced consumer spending power.
These combined challenges make survival difficult for small businesses. Black women entrepreneurs often lack the financial cushion to weather economic storms. Traditional retail channels provide insufficient support during crises. Alternative marketplaces become essential for business continuity.
Bi-Weekly Payouts Provide Critical Cash Flow Relief
WeLoveUs.shop offers founders bi-weekly payment schedules. This structure contrasts sharply with typical wholesale arrangements. Traditional retailers impose 90-120 day payment cycles on vendors. These lengthy delays strain small business cash flow significantly.
Brands have expressed strong appreciation for the faster payments. Quick access to revenue helps cover operating expenses immediately. Founders can reinvest in inventory and business growth more rapidly. This financial structure acknowledges the realities small businesses face.
Transparent Commission Structure Includes Media Support
The marketplace charges a 30-35% commission on sales. This rate exceeds Amazon’s 8-15% commission structure initially. However, the comparison misses crucial differences in value provided. Amazon charges separately for advertising, fulfillment, and other services.
WeLoveUs.shop’s commission provides access to Essence’s complete media ecosystem. Brands receive editorial coverage, social promotion, and newsletter features automatically. PR support comes included in the commission structure. This comprehensive approach delivers visibility alongside sales opportunities.
Real-Time Inventory and Centralized Customer Service
The platform integrates with Shopify Collective for seamless operations. Real-time inventory syncing prevents overselling and stockouts. Brands maintain accurate control over their product availability. This technical infrastructure reduces administrative burdens significantly.
Centralized customer service handles inquiries on behalf of all vendors. Founders don’t need to manage customer support individually. This shared service saves time and resources for small teams. Professional customer service maintains consistent brand experiences across the marketplace.
Leveraging Media Power to Amplify Black-Owned Brands
Sky Canaves, a principal retail analyst at eMarketer, praised the initiative. “For [Essence] to be able to put their media power behind more Black-owned brands at a time of great need, when small incomes are struggling, can really support them,” she said. Essence’s influence extends beyond traditional retail capabilities.
The platform combines commerce with community support effectively. Horne reported experiencing “a really big boost” in sales since joining. The marketplace launch has provided immediate relief for struggling businesses. Essence’s reputation attracts conscious consumers seeking Black-owned products.
Community Commerce Platform Builds Long-Term Success
WeLoveUs.shop functions as more than a simple marketplace. The platform emphasizes community commerce principles throughout its design. Direct consumer access helps founders build lasting customer relationships. This approach fosters sustainability beyond holiday shopping seasons.
The marketplace aims to provide support year-round, not just temporarily. Black women entrepreneurs need consistent visibility and sales channels. WeLoveUs.shop creates infrastructure that enables long-term business growth. Essence’s commitment extends beyond launching the platform to nurturing its success.
