Everyone wants to live a ‘soft life.’ And fortunately, there are a number of Black-owned businesses specializing in soft life products to help make it happen.

What is Soft Life?

You may have heard the words soft life somewhere on the internet. But unlike many social media trends, soft life is here to stay. That’s because living a soft life isn’t a trend, it’s a lifestyle.

Soft life is all about promoting a carefree life by removing anything that adds stress and anxiety to it. Instead, the focus is on taking the proper steps towards living a happier, healthier life. 

How To Live a Soft Life

There are many ways to live a soft life. That’s because the soft life means something different to everyone. To some, it means making more time for those that matter, like family and friends. To others, soft life means taking more time to themselves, AWAY from family and friends.

No matter how you define it, soft life is all about living your best life. So it’s important to do what makes you happy.

Products from Black-owned Businesses

Soft life is the wave. And everyone who’s anyone is jumping on board. And why not? It’s promotes positivity, mindfulness, and healthy habits. Even better? There are plenty of Black-owned businesses that sell products catering to all kinds of soft life lifestyles. Here are five soft life products from Black-owned businesses to shop right now:


All of the products on 21Ninety are hand-picked by our editorial team. Most of these products we use and love or come highly recommended by our community. If you grab anything we mention using our referral links, we may earn a small commission at no cost to you.

Live By Being – Release Milk Bath

Live by Being is a Black-owned skincare company that specializes in creating quality products that nourish the skin. From bath salts to facials, this store has everything you need to live your best soft life.


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Elevate your bathtime with their bestselling “Release Milk Bath” — the ultimate addition to your pamper routine. Made with natural ingredients such as coconut milk and raw cocoa butter, its formula is perfect for hydrating your skin. And its blend of essential oils nourishes it, leading to softer, more healthy skin. Not to mention, it smells really good.

Or to pamper yourself away from home, try the “Release Milk Bath Mini.”

everything she is – “Mindful’ Self-Care Box”


everything she is is a Black-owned company that takes self-care seriously. With a mission “to help girls and young women feel seen, heard and accepted,” the company is a one-stop shop when it comes to soft life essentials.

From workbooks to keychains, everything she is has it all. Their self-love workbook is filled with fun coloring activities to help reduce stress and calm the mind. And their intention-setting candle contain notes of cashmere, vanilla, and peach blossom for a sweet and soothing aromatherapy experience. But if you can’t decide what to try first, try them both.

The 'Mindful' Self-Care Box from everything she is
Photo Credit: everything she is

Their “Mindful’ Self-Care Box” includes their self-love workbook, intention-setting candle, AND an affirmation deck — a great place to start.

Golde – Cacao Turmeric Superfood Latte Blend

The "Cacao Turmeric Superfood Latte Blend" from Golde
Photo Credit: Golde

Relax and unwind after a long day at school or work with the “Cacao Turmeric’ Superfood Latte Blend” from Golde. As its name suggests, this delicious latte mix is made from a powerful blend of superfoods. So not only does it taste good, it’s good for you, too.

Its main two ingredients — cacao and turmeric — are superheroes when it comes to living a soft life. Cacao is a known stress reliever, while turmeric reduces inflammation and promotes gut health and immunity. Plus, its unique spice blend includes black pepper, cinnamon, and ginger to wake up your senses.

Serve it in a mug on a chilly fall day, or pour it over ice for a cold and creamy iced latte.

Buttah – Charcoal Detox Mask

Part of living a soft life involves taking care of your body. This includes maintaining healthy and happy skin.


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To do this, try incorporating Buttah‘s “Charcoal Detox Mask” into your self-care routine. Activated charcoal helps to cleanse the skin by penetrating it to remove oil, dirt and debris for soft and smooth skin.
But this detox mask does just that, plus more.

Aside from activated charcoal, it also contain Argan oil and shea butter — two ingredients that work to revitalize and restore the skin from the inside out.

To use, apply the product to your face, making sure to avoid the eyes, nostrils and lips. Allow the product to sit on your face for 10 min before rinsing.

Partake Foods – Pumpkin Spice Soft Cookies


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The limited-edition “Soft Baked Pumpkin Spice Cookies” from Partake are the perfect treat to accompany an equally sweet soft life. Each cookie is made from quality ingredients, including a pumpkin spice blend, vanilla extract, and caramelized cane sugar.

Even better, they contain no gluten or GMOs. And not to mention, they’re free of the top nine allergens, making them safe for children to share.

Dunk them into a glass of cold milk or enjoy them with a cup of hot coffee. Either way, if you want to try them, you’d better act fast. These sweet and spiced cookies have sold out two years in a row!