Physical health in the Black/African American community is deeply connected to history, culture, and resilience. While systemic inequities have long created barriers to healthcare access, many Black/African American individuals and families have embraced holistic and culturally-rooted practices to maintain wellness. This approach goes beyond physical fitness—it includes what goes into and onto the body, as well as mental and spiritual well-being.

Last year, we explored the evolution of food traditions in Black/African American households and how consumers are prioritizing healthier eating habits, even adjusting classic soul food recipes to improve health outcomes. But diet is only part of the story. Today, Black/African American consumers are paying closer attention to other aspects of wellness—such as medicine, skincare, hair care, and physical activity.

Honoring Ancestral Wisdom

Historically, Black/African American communities relied on herbal remedies and natural healing practices out of necessity when access to medical care was limited. These traditions, rooted in African heritage, remain influential today. Many Black/African American consumers are rediscovering ancestral wisdom as they seek alternatives to conventional healthcare. As Black/African American women and the Black/African American community overall are turning away from hospitals and traditional healthcare due to persisting disparities, they are looking for alternative ways to both recover from and prevent illnesses. The holistic medicine market is growing as more members of the Black community turn to naturally occurring herbs and plants for healing and prevention. Ingredients like elderberry and aloe have gained popularity for their internal and external health benefits, and many food and beverage brands are constantly in search of the next superfood.

The Rise of Black-Owned Wellness Brands

This renewed interest in holistic health has sparked innovation. Black-owned brands are creating products tailored to the community’s unique needs. For example:

• Movita Organics offers vitamins made with natural, organic ingredients.

• Black Girl Vitamins provides supplements designed for melanin-rich bodies, addressing gaps in mainstream research.

• Skincare brands, like Buttah, and haircare brands, such as Mielle Organics and Sienna Naturals, emphasize natural ingredients to promote healthy skin and hair.

Together, these brands represent more than products—they symbolize empowerment and cultural pride.

Addressing Health Disparities Through Fitness

While internal health is critical, physical activity cannot be overlooked. In 2024, 42.6% of Black/African American adults were obese, compared to 33.4% of the total U.S. population. To combat these disparities, Black-owned fitness apparel companies, like Actively Black and Damihow, are not only creating stylish athletic wear but also promoting fitness within the community and supporting organizations that encourage physical activity.

Community-driven initiatives are also making a difference:

• Black Peloton Riders and #BlackGirlMagic provide virtual support and motivation for Peloton users.

• Black Girls RUN! inspires Black women nationwide to embrace a healthy lifestyle through running and fitness. Their partnerships with brands like REI, Saucony, SheaMoisture, and Fittsafe help provide resources and events that make fitness accessible and enjoyable.

Why This Matters

Health in the Black/African American community is more than a physical pursuit, it’s a cultural movement rooted in resilience and empowerment. By embracing holistic practices, supporting Black-owned brands, and fostering inclusive fitness communities, we can help close health gaps and create a future where wellness is accessible for all.

Black / African American, Featured, Multicultural