It’s the 4th at 4th Avenue Market: Because Freedom Without Equity Isn’t Freedom at All
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Every July 4th, America celebrates its independence. Fireworks fill the sky, flags wave proudly, and people gather to honor the ideals of freedom and equality. But let’s be honest — in 2025, the promise of freedom still isn’t a lived reality for everyone.
For Black communities, freedom has always been a fight. While some celebrate economic freedom and generational wealth, many Black families continue to be excluded from systems designed to build prosperity.
The numbers don’t lie. Black households in the U.S. still hold less than 15% of the wealth of white households. Black entrepreneurs still face systemic discrimination in lending, funding, and retail partnerships. And Black-owned brands — especially in beauty — are still sidelined by an industry that profits from Black culture without reinvesting in Black creators.
So this Independence Day, while others celebrate the victories of the past, we are looking forward. We are fighting for an economy where Black excellence is recognized, supported, and given the same shot at success.
The Racial Wealth Gap in 2025: A Reality Check
✅ Black entrepreneurs continue to face higher rejection rates when seeking funding, despite having profitable, innovative businesses.
✅ Black-owned beauty brands often struggle for visibility in mainstream stores and are underrepresented on shelves.
✅ Economic policies have moved forward, but wage gaps, lower homeownership rates, and barriers to generational wealth remain.
Freedom? Real freedom means financial freedom, representation, and ownership. And we are not there yet.
Why 4th Avenue Market Exists
4th Avenue Market isn’t just a beauty store. It’s an economic movement.
We were created to provide a space where Black-owned beauty brands aren’t an afterthought — they’re the heart of our business. Every single purchase here goes straight into the hands of Black founders who are building something bigger than themselves.
When you shop with us, you are:
✔ Fueling Black entrepreneurship.
✔ Helping small Black-owned brands scale their businesses.
✔ Creating jobs and opportunities in Black communities.
✔ Pushing the beauty industry toward equity and representation.
This is how we close the wealth gap. One intentional purchase at a time.
Because your beauty routine can be a radical act of economic justice.
This 4th of July, Celebrate Differently
As fireworks fill the sky and cookouts fill the streets, let’s take a moment to reflect:
Are we creating a future where everyone is free to thrive? Or are we leaving people behind?
This year, let’s celebrate freedom by expanding who gets to participate in it. Let’s support the brands, creators, and entrepreneurs who’ve had to carve out their own space in an industry that wasn’t built for them.
At 4th Avenue Market, we’re making it easier for you to be part of that change.
Enjoy 20% off everything sitewide, today only.
Use code: 4THAVE20
What You Support When You Shop Black-Owned Beauty:
✔ Generational Wealth: Help build businesses that will be passed down for generations, closing the racial wealth gap.
✔ Community Empowerment: Support brands that give back to their communities through education, mentorship, and employment.
✔ Authentic Representation: Buy products created by people who truly understand the beauty needs of melanin-rich skin and textured hair.
✔ Economic Justice: Shift your dollars toward businesses that have historically been excluded from the mainstream economy.
✔ The Future of Beauty: Help redefine beauty standards to be inclusive, authentic, and representative of all people.
Because freedom without equity isn’t freedom at all.
This 4th at 4th Avenue Market, we’re celebrating more than a holiday. We’re celebrating the resilience of Black entrepreneurs, the beauty of Black creativity, and the unstoppable power of Black economic empowerment.
Together, we are building a future where independence means opportunity for all of us. Where freedom looks like ownership, creativity, and unapologetic excellence.