Black-Owned Beauty Supply Store Celebrates 21 Years in Muncie

Be's Beauty has expanded to serve diverse communities and provide a welcoming space for hair care and cosmetic needs.

Published on Feb. 21, 2026

Got story updates? Submit your updates here. ›

Over the past 21 years, Be's Beauty, a black-owned beauty supply store in Muncie, Indiana, has grown from serving primarily the Black community to catering to a diverse range of customers, including Asian and Latino residents. Founded by Bernisa Elliott in 2006, the store has expanded its product offerings and relocated to better serve the community. Despite initial challenges, Be's Beauty has become Muncie's only cosmetic supply store, relying on word-of-mouth marketing and a commitment to providing a welcoming environment for customers.

Why it matters

The story of Be's Beauty highlights the importance of minority-owned businesses in providing specialized products and services to underserved communities. As support for the Black Lives Matter movement has declined nationally, the continued success of this black-owned business demonstrates the resilience and importance of community-focused entrepreneurship.

The details

Be's Beauty was founded by Bernisa Elliott in 2006 when Muncie had only one other beauty supply store. The store's first location was near downtown Muncie, but it later relocated to McGalliard Road in 2013 and then to its current location on MLK Jr. Boulevard in 2024 to better serve a growing and diverse customer base. Despite initial challenges, such as being denied certain products and having limited stock, the store has expanded its inventory, including more products for men, and added a barber shop and salon next door. The store's relocation to a larger, personal commercial space is considered its biggest accomplishment.

  • Be's Beauty was founded in 2006.
  • The store relocated to McGalliard Road in 2013.
  • The store relocated to its current location on MLK Jr. Boulevard in 2024.

The players

Bernisa Elliott

The founder of Be's Beauty, who was inspired to open the store after growing up as a Black woman in Muncie when there was only one other beauty supply store in the area.

DeKayla Elliott

An employee at Be's Beauty.

Jaime Prince

An employee at Be's Beauty.

Jasmine Smith

An employee at Be's Beauty.

Erin Ashley

A local Muncie community member and customer of Be's Beauty.

Got photos? Submit your photos here. ›

What they’re saying

“We have expanded our color selection, offering more variety, even including more products for men, and we do have a barber shop and salon next door … We've shifted with the market and what people are asking for.”

— Bernisa Elliott, Founder, Be's Beauty (ballstatedailynews.com)

“It's just convenient for me because I live down the street, [the store] has everything I need in here, and it's very welcoming.”

— Erin Ashley (ballstatedailynews.com)

“[Be's Beauty] is a warm, inviting, Christian environment, and I am just thankful that God has blessed me to be able to set that tone within the community.”

— Bernisa Elliott, Founder, Be's Beauty (ballstatedailynews.com)

The takeaway

The story of Be's Beauty demonstrates the resilience and importance of minority-owned businesses in providing specialized products and services to underserved communities. Despite initial challenges, the store has grown to become Muncie's only cosmetic supply store, serving a diverse range of customers and creating a welcoming environment rooted in community and faith.