Exploring Black Health & Wellness: Influencers and Brands Leading the Way (2025)

When it comes to wellness, representation is just as important as access. For too long, mainstream health and self-care spaces in the U.S. have lacked diversity, often overlooking the unique needs of Black communities. Today, that narrative is changing. A growing movement of Black wellness influencers and Black-owned wellness brands is reshaping the self-care landscape by making health and wellness more inclusive, authentic, and culturally relevant.

From fitness trainers and yoga instructors who create spaces where all body types are celebrated, to mental health advocates breaking stigma around therapy, and skincare and nutrition entrepreneurs developing products tailored to underserved communities—these leaders are doing more than promoting healthier lifestyles. They are challenging systemic barriers, honoring cultural traditions, and building a new standard for representation in wellness.

This article explores how Black fitness influencers, Black mental health advocates, and Black-owned wellness companies are driving lasting change, the challenges they continue to face, and why representation in wellness is not only empowering but essential for building healthier communities across the nation.

The Rise of Black Wellness Influencers and Brands

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Black wellness leaders are redefining the health and self-care industry by offering perspectives rooted in heritage, lived experiences, and community care. Unlike many mainstream wellness spaces that often lack diversity, these voices address real challenges in Black communities—including higher rates of hypertension, maternal health disparities, and stigma surrounding therapy—while providing culturally relevant, practical solutions.

Influencers Leading the Way

• Massy Arias – A Dominican-born certified personal trainer and health coach with over 2.7 million Instagram followers. Known for her functional training programs, Massy focuses on strength, mobility, and overall wellness. She inspires diverse audiences by emphasizing progress over perfection and sharing her own journey of overcoming depression through fitness.
  
  
• Dr. Joy Harden Bradford – A licensed psychologist and the founder of Therapy for Black Girls, a widely followed podcast and digital community. Her platform normalizes conversations about mental health in Black communities, offering resources on therapy, relationships, and emotional wellness. Her work has been featured in NPR, The New York Times, and Psychology Today, making her a trusted voice in mental health advocacy.
  
  
• Tabitha Brown – An actress, entrepreneur, and Emmy Award–winning vegan influencer known for her uplifting personality and plant-based recipes. Through her viral TikTok videos, cookbooks, and partnerships, Tabitha blends cultural storytelling with accessible vegan cooking, making healthy eating relatable and joyful. She’s also a strong advocate for authenticity, self-love, and wellness as a holistic lifestyle.
  

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Why Representation in Wellness Matters

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Representation in wellness goes far beyond visibility—it can directly influence health outcomes.

The American Psychological Association (APA) has highlighted that people are more likely to seek care and stick with treatment when they can connect with providers who share or understand their cultural background. This cultural alignment fosters trust, communication, and better health outcomes.

Similarly, data from the Centers for Disease Control and Prevention (CDC) shows that Black Americans continue to experience higher rates of chronic conditions such as diabetes, hypertension, and maternal health complications. Yet, access to culturally competent healthcare remains limited, creating barriers to prevention and treatment.

This is where Black wellness influencers and Black-owned brands play a powerful role. By sharing relatable stories, culturally informed practices, and authentic wellness solutions, they send a clear message: wellness is not exclusive—it’s for everyone. Seeing role models who look like them thrive in wellness spaces encourages individuals in Black communities to embrace self-care, dismantle stigma, and commit to healthier lifestyles.

Cultural Roots of Black Wellness Practices

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Wellness traditions within Black communities are deeply rooted in history and culture, drawing from African, Caribbean, and African American practices that emphasize holistic living, resilience, and community care. These traditions often include:

• Plant-forward diets – Many African and Caribbean cuisines incorporate nutrient-dense vegetables, legumes, and grains that align with today’s plant-based movement.
  
  
• Herbal remedies – The use of herbs such as hibiscus, ginger, and moringa for healing and prevention has been passed down through generations.
  
  
• Music and movement – Practices like drumming, dance, and rhythmic movement have long supported emotional release, connection, and mental well-being.
  
  
• Spiritual rituals – Prayer, meditation, and community gatherings have historically served as forms of collective healing.
  
  

Today’s Black wellness influencers and entrepreneurs are blending these cultural foundations with modern wellness practices to create more inclusive, authentic approaches:

• Tabitha Brown, actress and vegan lifestyle influencer, has helped make plant-based eating accessible and joyful for millions while honoring cultural food traditions.
  
  
• Golde, co-founded by Trinity Mouzon Wofford, brings superfoods like turmeric and matcha into everyday wellness routines, combining natural remedies with modern product innovation.
  
  

By connecting ancestral practices with contemporary wellness trends, these leaders demonstrate that Black wellness is both culturally rich and forward-thinking—a balance of honoring heritage while adapting to modern needs.

Spotlight on Black Fitness Influencers

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Black fitness influencers are reshaping the wellness space by creating workout environments that celebrate diversity, body positivity, and accessibility. They go beyond traditional fitness content by weaving in cultural awareness, community support, and motivational coaching—helping their audiences see health as a lifestyle, not just a goal.

Here are some of the most influential voices leading the way:

• Massy Arias – A Dominican-American certified personal trainer and health coach, Massy is known for her functional fitness programs and focus on body positivity. With millions of followers on Instagram, she promotes strength, balance, and sustainable health practices rather than quick fixes.
  
  
• Jeanette Jenkins (The Hollywood Trainer) – With more than 25 years in the industry, Jeanette has trained celebrities like Pink and Alicia Keys. She offers virtual fitness classes and nutrition guidance through her Hollywood Trainer Club, making wellness accessible to people of all levels.
  
  
• Corey Calliet – A high-profile celebrity trainer who has worked on blockbuster films like Creed and Black Panther. Corey emphasizes discipline, consistency, and mental resilience, teaching that fitness success is as much about mindset as it is about physical effort.
  
  
• Brittne Babe (Brittne Jackson) – Known for her relatable home workout routines, Brittne has built a strong online community by showing that fitness doesn’t require expensive equipment or gym memberships. Her content empowers women—especially women of color—to build strength and confidence in their own space.
  
  

These Black fitness influencers stand out not just for their expertise but for their authentic approach to progress over perfection. By embracing cultural identity and addressing everyday challenges, they create workout spaces where everyone feels represented, motivated, and supported.

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Black Mental Health Advocates Breaking the Stigma

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For decades, mental health has carried stigma in many Black communities, often shaped by cultural taboos, limited access to care, and systemic inequities. Today, however, Black mental health advocates are reshaping the conversation, making therapy and emotional well-being more accessible and culturally relevant.

• Dr. Joy Harden Bradford (Therapy for Black Girls) – A licensed psychologist and host of the widely respected Therapy for Black Girls podcast. Her platform provides relatable discussions, resources, and a directory of culturally competent therapists who understand the unique challenges Black women face.
  
  
• Nedra Glover Tawwab – A licensed therapist and bestselling author (Set Boundaries, Find Peace). With over 1.5M Instagram followers, she shares practical, everyday advice on boundaries, healthy relationships, and emotional wellness.
  
  
• The Nap Ministry (founded by Tricia Hersey) – A movement that reframes rest as a form of resistance against grind culture and systemic oppression. Through workshops, social media, and public talks, Hersey emphasizes that rest is a radical act of healing for Black communities.
  
  
• Ethel’s Club – A digital community and creative wellness space that centers on the healing needs of people of color. It offers group sessions, workshops, and safe spaces for collective support, blending cultural identity with wellness practices.
  
  

These advocates are not only dismantling long-standing stigmas but also building bridges to healing. Their work underscores a crucial truth: mental health is just as important as physical health—and caring for the mind is a form of empowerment and resistance.

Black-Owned Wellness Brands Leading the Market

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A new generation of Black-owned wellness brands is thriving, bringing together authenticity, cultural heritage, and business innovation. These companies are not only building successful businesses but also reshaping the wellness industry by offering products that are inclusive, high-quality, and culturally relevant.

Golde

Founded in 2017 by Trinity Mouzon Wofford, Golde creates superfood blends, matcha, and skincare products that merge wellness with beauty. As the youngest Black woman to launch a line at Sephora, Wofford is proving that representation can change industry standards.

BLK + GRN

BLK + GRN is an all-natural marketplace featuring products crafted exclusively by Black artisans. From skincare to feminine hygiene, every item is vetted for safety and sustainability. The brand champions the idea that wellness should be both holistic and community-driven.

Partake Foods

Founded by Denise Woodard, Partake Foods specializes in allergy-friendly cookies, baking mixes, and snacks that are free of the top nine allergens. The brand has gained national recognition, with products available at Target, Whole Foods, and Kroger, offering inclusive nutrition to families across the U.S.

The Honey Pot

Created by Beatrice Dixon, The Honey Pot offers plant-based feminine hygiene products including washes, wipes, and menstrual care items. Dixon’s mission was inspired by personal health struggles, and today the brand is sold nationwide at major retailers like Target, Walgreens, and Walmart.

Black Girl Vitamins

Black Girl Vitamins provides supplements designed to address nutrient gaps commonly found in Black women’s health. Their mission is to empower women through accessible, high-quality vitamins that support everything from bone health to immune function.

 Why They Matter:
These brands demonstrate that representation in wellness is not only good for culture but also for business. By meeting real health needs with authenticity and innovation, they are shaping the $2 trillion U.S. wellness market while creating inclusive spaces where communities feel seen and valued.

Community-Based Wellness Movements

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In many Black communities, wellness is not viewed as an individual pursuit but as a collective journey toward healing and empowerment. Community-based initiatives provide safe spaces where people can reconnect with culture, health, and one another.

Examples include:

• Outdoor Afro – A national nonprofit organization that connects Black communities with nature through hiking, camping, kayaking, and other outdoor activities. By breaking down barriers to outdoor spaces, Outdoor Afro encourages both physical and mental well-being while celebrating cultural identity in nature.
  
  
• Black Maternal Health Week (April 11–17) – Founded by the Black Mamas Matter Alliance, this annual awareness campaign highlights systemic disparities in maternal health outcomes. It advocates for policy change, equitable healthcare, and support for Black mothers, while fostering education and community-driven action.
  
  
• Local Yoga and Meditation Collectives – Across the U.S., grassroots yoga groups such as Trap Yoga Bae (by Britteny Floyd-Mayo) and Black Girl in Om (by Lauren Ash) are creating accessible spaces for mindfulness. These communities often offer affordable or donation-based classes in underserved neighborhoods, ensuring that wellness practices are inclusive and culturally affirming.
  
  

This community-first model of wellness does more than encourage healthier lifestyles—it builds social support networks, reduces isolation, and empowers individuals to stay engaged long-term. By rooting wellness in shared experiences, these movements show that healing is most powerful when it happens together.

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The Role of Social Media in Amplifying Black Wellness

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Social media platforms like Instagram, TikTok, and YouTube have become powerful tools for Black wellness influencers, allowing them to reach millions without relying on traditional media channels. These platforms provide space for sharing fitness routines, mental health resources, plant-based recipes, and culturally relevant self-care practices that might otherwise be overlooked.

Hashtags such as #BlackWellness, #SelfCareForUs, and #MelaninFit help amplify these voices, making it easier for communities to discover content tailored to their experiences. For example, many Black fitness trainers use Instagram Reels and TikTok to share short, accessible workout routines, while therapists and mental health advocates host live Q&A sessions to break stigma around seeking help.

During the COVID-19 pandemic, social media became even more critical. Black creators hosted virtual yoga sessions, meditation classes, healthy cooking demonstrations, and therapy discussions—providing affordable, accessible resources at a time when many people were isolated. This not only kept communities connected but also highlighted the role of digital spaces as inclusive wellness hubs.

Brand & Influencer Collaborations

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One of the strongest forces in wellness today is the collaboration between Black wellness influencers and Black-owned brands. These partnerships go beyond traditional advertising—they feel authentic, community-driven, and culturally resonant.

For example:

• Fitness & Supplements: Many fitness influencers promote Black-owned supplement companies such as Black Girl Vitamins, which creates multivitamins formulated with the unique nutritional needs of Black women in mind. When wellness creators endorse these products, the message feels authentic and relatable, especially for audiences who may have felt excluded from mainstream health brands.
  
  
• Skincare & Storytelling: Black-owned skincare lines like The Honey Pot or Undefined Beauty often collaborate with podcasters, bloggers, and wellness coaches to share not just their products, but the stories and values behind them. These partnerships highlight self-care as part of a holistic wellness journey, not just a beauty routine.
  
  
• Community Campaigns: Some influencers team up with brands to host pop-up wellness events, online challenges, and group workshops. These experiences foster trust and community engagement in ways that simple digital ads cannot.
  
  

What makes these collaborations successful is cultural authenticity. Instead of feeling like a sales pitch, the partnerships celebrate shared identity, values, and lived experience. This authenticity is exactly what modern wellness consumers demand—connection, inclusivity, and purpose, not just products.

The U.S. Wellness Market by the Numbers

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The U.S. wellness industry is not just growing—it’s booming. With consumer spending focused on fitness, nutrition, mental health, and self-care, this sector continues to expand and create opportunities for inclusive and diverse wellness brands.

Average Monthly Spending on Wellness in the U.S. (2025)

Source: U.S. Wellness Market Estimates, 2024–2025

Key Market Insights

• U.S. Wellness Economy (2025): Estimated at $2 trillion, making it the largest wellness market globally (Global Wellness Institute, 2024).
  
  
• Annual per-capita wellness spending: Over $6,000, reflecting America’s strong consumer focus on health and self-care.
  
  
• Overall U.S. Health & Wellness Market (2024): Valued at $1.41 trillion and projected to reach $2.34 trillion by 2034 (Grand View Research, 2024).
  
  
• Mental health apps market: Valued at $2.42 billion in 2024 and expected to double to $5.11 billion by 2030 with a CAGR of 12%+ (Statista, 2024).

What This Means for Black-Owned Wellness Brands

These figures reveal a massive growth opportunity. As consumers increasingly seek authentic, inclusive, and culturally relevant wellness products, Black-owned wellness brands and influencers are well-positioned to capture market share by offering solutions that go beyond generic wellness to reflect identity, heritage, and representation.

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Challenges Black Wellness Influencers Face

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While Black wellness influencers and brand founders are driving meaningful change, they continue to face systemic barriers that limit growth and visibility.

One of the biggest hurdles is funding inequity. According to Crunchbase (2023), less than 1% of U.S. venture capital funding goes to Black entrepreneurs. This lack of financial support makes it harder for Black-owned wellness brands to scale, invest in marketing, or compete with larger companies.

Another challenge is visibility. Even when Black influencers have audiences comparable to their non-Black peers, they often receive fewer brand deals or are paid less for collaborations. This discrepancy not only impacts income but also reinforces existing inequalities in the wellness industry.

Additionally, many influencers face stereotyping and typecasting. Instead of being recognized as mainstream voices in health and wellness, they are sometimes confined to “niche” categories. This reduces opportunities for broader partnerships and limits how far their influence can reach.

Overcoming these obstacles requires greater equity in marketing partnerships, fair compensation, and genuine brand accountability. When companies prioritize diversity and representation, they don’t just support creators—they strengthen the entire wellness ecosystem by making it more inclusive, authentic, and impactful.

Nutrition in Black Wellness

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Nutrition has always been a central pillar of wellness in Black communities, rooted in both tradition and adaptation. Today, many leaders are showing how cultural foods can be celebrated while also supporting long-term health.

• Healthier takes on soul food classics: Dishes like collard greens, sweet potatoes, and black-eyed peas are being reimagined with plant-based ingredients, reduced sodium, and lighter cooking methods. For example, vegan mac & cheese made with cashew or oat-based sauces is now a popular alternative.
  
  
• Accessible meal prep strategies: Black nutritionists and wellness influencers emphasize affordable, family-friendly approaches such as bulk meal prepping, seasonal produce shopping, and culturally inspired healthy recipes that don’t sacrifice flavor.
  
  
• Black-owned food and wellness brands: Companies like Partake Foods (allergy-friendly snacks), Golde (superfood blends), and Trade Street Jam Co. (small-batch, low-sugar jams) are blending cultural heritage with modern nutrition science, making healthier options more accessible to households nationwide.
  
  

The growing movement around nutrition in Black wellness proves that eating healthy is not about abandoning heritage—it’s about reclaiming and reimagining it in ways that nourish both body and culture.

Uplifting Black Women in Wellness

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Black women are at the forefront of the wellness movement, leading as both influencers and founders of wellness brands. For many, wellness is not just about fitness or nutrition—it’s about self-care as an act of resistance, a way to reclaim rest, joy, and balance in a society that often undervalues their voices and labor.

• Latham Thomas (Mama Glow): A celebrated doula educator and maternal wellness advocate, Thomas empowers women through holistic approaches to pregnancy, birth, and reproductive justice. Her platform Mama Glow also trains doulas, addressing the urgent need for support in Black maternal health, where disparities remain a national crisis.
  
  
• Dr. Kristamarie Collman: A physician and integrative health expert, Dr. Collman focuses on empowering women of color with tools for preventive care, nutrition, and lifestyle medicine. Her work bridges traditional healthcare with accessible, everyday wellness practices.
  
  

Beyond these leaders, countless Black women are shaping the wellness space as yoga instructors, nutritionists, therapists, and entrepreneurs. Their influence extends beyond individual health—they are creating generational change by building community resources, mentoring future leaders, and normalizing wellness as a cultural priority.

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Technology Expanding Access to Wellness

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Technology is playing a transformative role in making wellness more accessible, affordable, and inclusive. For Black wellness influencers and brands, digital platforms provide powerful tools to reach communities that may otherwise lack access to traditional wellness resources.

• Mobile apps for fitness, nutrition, and mindfulness: Apps like FitOn, MyFitnessPal, and Headspace are widely used, while community-driven spaces such as Exhale (a wellness app designed for Black women and women of color) ensure culturally relevant experiences.
  
  
• Online communities and forums: Platforms such as Therapy for Black Girls Community and Black Girl in Om Collective offer safe spaces for conversation, support, and resource-sharing, helping individuals find encouragement and accountability.
  
  
• Virtual classes and events: Many Black fitness trainers and yoga instructors now offer live-streamed classes via Instagram, YouTube, and Zoom. These online sessions reduce cost and location barriers, allowing people to engage from anywhere.
  
  
• Emerging innovations: While still developing, virtual reality (VR) fitness and meditation tools (like Supernatural on Meta Quest) are beginning to create immersive experiences that could make future wellness practices more interactive and engaging.
  
  

For Black wellness leaders, these digital tools act as equalizers, breaking down barriers of geography, cost, and access, while amplifying their voices to global audiences.

Looking Ahead: The Future of Black Wellness

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The momentum behind Black wellness influencers and Black-owned brands continues to grow, and their impact is expected to shape the industry for years to come. Several key trends point to how the movement may evolve:

• Culturally Inspired Wellness Apps – More mobile platforms are emerging that center Black experiences in meditation, fitness, and mental health (e.g., Shine App, co-founded by Marah Lidey, which focuses on inclusive mindfulness). These apps make wellness both accessible and culturally relevant.
  
  
• Digital & Virtual Fitness Communities – Online workout spaces, group classes, and hybrid wellness memberships are expanding. Rather than futuristic “VR gyms,” the focus today is on live-streamed sessions, interactive programs, and community-driven digital support, making it easier for people in underserved areas to participate.
  
  
• Healthcare Partnerships with Influencers – Hospitals, clinics, and public health organizations are increasingly collaborating with trusted community figures to reach wider audiences. For example, partnerships between mental health professionals and wellness creators have already helped reduce stigma around therapy in Black communities.
  
  

One thing is clear: representation in wellness is not a passing trend. It is permanently reshaping how fitness, nutrition, and mental health are defined and experienced, ensuring that future wellness spaces are more inclusive, culturally grounded, and accessible for everyone.

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Conclusion

Black wellness influencers and Black-owned wellness brands are reshaping the rapidly growing U.S. wellness industry, which is valued in the trillions. By blending cultural traditions with modern practices, amplifying mental health awareness, and building inclusive communities, they are redefining what holistic well-being looks like for everyone.

Their work goes beyond fitness routines or skincare products—it represents equity, authenticity, and cultural empowerment. Supporting these voices by following their platforms, sharing their content, and purchasing from Black-owned wellness companies not only promotes healthier lifestyles but also strengthens representation in an industry that touches millions of lives.

In short, investing in and uplifting these leaders ensures that wellness is accessible, inclusive, and truly for everyone—not just a select few.

FAQs

Q1. What are Black wellness influencers and brands?
They are creators, leaders, and entrepreneurs in fitness, nutrition, and mental health who provide culturally relevant wellness solutions.

Q2. Why are Black wellness influencers important?
They normalize self-care in underrepresented communities, reduce stigma, and inspire wellness through representation in wellness spaces.

Q3. Which Black-owned wellness brands are thriving?
Notable examples: Golde, BLK + GRN, Partake Foods, The Honey Pot, Black Girl Vitamins.

Q4. What challenges do Black wellness influencers face?
They often struggle with funding inequities, limited visibility, and stereotyping, despite strong community influence.

Q5. How can I support Black wellness influencers and brands?
Follow their platforms, purchase from Black-owned wellness brands, and share their work to amplify their reach.