This Black History Month, Blavity is looking at community institutions that are Buying Back the Block.
In 2017, Brown Sugar Babe started as a $300 investment, according to founder Maekaeda Gibbons.
Fast-forward to now, and the brand has surpassed $20 million in revenue without outside investment, thanks to its cult following and viral sellouts.
Now, its first flagship is nestled in Atlanta’s Terminal South, designed to operate as much more than a store, but an immersive oil bar and scent-testing space, that also serves as a hub for Black-owned and emerging vendors.
The art of discipline
“Starting Brown Sugar Babe with $300 forced me to be disciplined from Day 1,” Gibbons told Blavity. “I didn’t have room to waste inventory, time, or opportunity, so I learned early that ownership isn’t just about equity; it’s about intention. Every dollar had to circulate back into the brand in a way that strengthened it,” adding, “When we went viral, I was grateful, but I also knew virality is rented. Ownership is permanent. Sustainability meant building infrastructure behind the hype: owning our formulas, controlling our supply chain, protecting our margins, and really understanding our customer data. Moving into a flagship wasn’t about ego; it was about permanence. Digital is powerful, but physical space is legacy. I wanted something our community could walk into, experience, and say, ‘This is ours.’ The store represents stability. It represents roots. It represents betting on ourselves long-term.”
BSB’s flagship isn’t your average brick-and-mortar
Gibbons admits there was a lot of intentionality behind her space, feeling more like a cultural hub rather than a traditional store. In a world where Black consumers aren’t treated like the tastemakers she says that we are, Brown Sugar Babe flips the narrative.
“When you walk into Brown Sugar Babe, you’re not just shopping; you’re entering a space where your taste is affirmed,” Gibbons stated.
“We designed the space to feel warm, elevated and layered, just like our scents,” she continued. “There are educational moments built into the experience. We teach fragrance layering. We talk about scent notes. We talk about why gourmand fragrances resonate in our communities. We don’t assume people ‘don’t know’; we invite them into the knowledge.”
She added, “And culturally, you’ll see yourself in the visuals, in the music, in the energy. The flagship is a reminder that Black women deserve luxury without code-switching or shrinking.”
Gibbons aims for visitors to experience the following takeaway
The Brown Sugar Babe founder and CEO believes that fragrance is emotional, memory and intimacy wrapped into one, which is why she hopes people, particularly Black women, feel expansive, luxurious and powerful when they leave the store with affirmation.
“‘Buying back the block,’ for me, isn’t just about real estate; it’s about economic circulation,” Gibbons shared. “It’s about employing our people. Paying our creatives fairly. Creating spaces where our dollars stay within our communities longer. It’s about visibility: When young girls walk by and see a Black woman owning a flagship fragrance store, that shifts what feels possible.”
She concluded, “Legacy through retail means we’re not just selling product. We’re building proof. Proof that we can start small, stay rooted and still build something global without losing ourselves.”
Brown Sugar Babe is located at 1160 Ridge Avenue SW, Atlanta, 30315.