Black Girl Magic Collective Inc.

What Black Girl Magic Collective Inc. does

Black Girl Magic Collective Inc. is a Toronto-based wellness organization founded by Eboni Morgan in 2023 that curates wellness gatherings, products, and programs supporting holistic wellbeing for Black women and girls in the Greater Toronto Area. The company operates under two related sub-brands: Black Girl Magic Collective (community-building, mentorship, and empowerment) and At the Root Wellness (yoga, meditation, and intentional wellness experiences). Its core offerings span published works (the 2021 book 'A Year of Black Girl Magic' at CA$30 per copy and the seasonal affirmation card deck 'A Sprinkle of Black Girl Magic' at CA$35), digital products (a free 14-day affirmation challenge), and in-person services including keynote speaking, wellness facilitation, author visits, and yoga/meditation sessions.

The business model combines direct-to-consumer product sales via a Squarespace storefront and Amazon Canada with a professional services arm booked through Calendly. Revenue sources are product sales (one-time unit purchases), speaking/wellness facilitation (custom-quoted professional services), and event-based programming (transaction/ticket fees for events such as 'A Day of Black Girl Magic', the D.R.E.A.M Vision Board Party, Friday Flow yoga at KIND Yoga, and the monthly Bloom Room). Distribution reaches individual consumers, schools (TDSB, Toronto Metropolitan University, University of Toronto), corporate clients (Hill Studio Wellness, Knix), and nonprofits/community organizations (Canadian Mental Health Association, Take Khair Beauty). The company is privately held and founder-owned, with no disclosed venture capital or private equity investment; capital to date consists of two undisclosed grants (SheaMoisture Dream Fund 2024 and AMEX Backing Small Businesses 2025).

The underlying technology stack is minimal: Squarespace for e-commerce, Calendly for service bookings, Google Forms for newsletter capture, Substack for blog content, and Instagram for community engagement. No proprietary software, mobile app, AI/ML capabilities, or API is disclosed. The company's intellectual property is primarily content-based — 365 days of curated affirmations, journaling prompts, and evidence-based practices (mindfulness, cognitive behavioral therapy, positive psychology) embedded in the book, card deck, and digital products — supported by brand identities and a database of community contacts in the Greater Toronto Area.

Name

Black Girl Magic Collective Inc.

Legal name

Black Girl Magic Collective Inc.

Website

https://ebonimorgan.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Toronto-based Black Girl Magic Collective, founded by Eboni Morgan, sells books, affirmation cards, and digital wellness content, and offers speaking, yoga, and facilitation services for Black women and girls across the Greater Toronto Area and globally via Amazon.

Ownership category

akta.pro rank

Product category

Community Wellness Services

NAICS

Other Personal Care Services (81219), Civic and Social Organizations (8134)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Health, Wellness & Patient Communities (MPACAJAL), Women's Health & Life-Stage Wellness Education (Fertility, Pregnancy, Menopause) (EDAAAHAI)

Keywords

• Wellness workshops
• Affirmation products
• Community programming
• Mindfulness facilitation
• Women empowerment

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Others

Revenue model

1. Product Sales: Sale of published books and affirmation card decks through the company's e-commerce storefront. Physical products (books, cards) sold at fixed price points with immediate purchase capability.
2. Speaking & Author Appearances: Keynote speaking engagements, author book talks, and workshop facilitation at schools, corporate organizations, conferences, and community events. Booked via Calendly with custom pricing.
3. Wellness Facilitation Services: Yoga and meditation sessions, mindful movement workshops, and wellness facilitation for individuals and organizations. Includes corporate wellness programs and school-based wellness initiatives.
4. Event-Based Programming: Community events including 'A Day of Black Girl Magic', 'D.R.E.A.M Vision Board Party', Friday Flow yoga sessions, and Bloom Room monthly events. Some events may have ticket pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Black Girl Magic Collective curates wellness gatherings, published products, and community programs that support holistic wellbeing for Black women and girls. Core offerings include a published daily reflection book, an affirmation card deck, a free 14-day digital affirmation challenge, keynote speaking engagements, wellness facilitation sessions, yoga and meditation classes, and community events such as vision board parties.

Product overview

Black Girl Magic Collective Inc. is a wellness-focused organization offering a suite of products and services for Black women and girls. The portfolio includes published works (A Year of Black Girl Magic book, A Sprinkle of Black Girl Magic affirmation card deck), digital wellness offerings (14-day affirmation challenge), and in-person services (speaking engagements, yoga/meditation sessions, wellness workshops, author book talks). The business operates under two sub-brands: Black Girl Magic Collective (mentorship and community building) and At the Root Wellness (yoga, meditation, and intentional wellness experiences). All offerings are grounded in themes of self-love, empowerment, sisterhood, and holistic wellbeing.

Differentiator

Problem solved

Functional benefit

Brands

• A Year of Black Girl Magic: Published book featuring 365 days of daily reflections, practices, affirmations and quotes celebrating Black womanhood and self-love.
• A Sprinkle of Black Girl Magic
• A Sprinkle of Self-Love

Products and services

• Speaking Engagements Keynote and speaking engagements for corporate companies, organizations, students, women of colour, and community events covering confidence, community building, wellness, and Black girl magic themes. Booked via Calendly with custom pricing.
• Wellness Facilitation Guided wellness experiences including guided meditations, reflective activities, gentle movement, and wellness workshops supporting collective well-being, healing, and sustainable ways of being for groups and organizations.
• Author Appearances & Book Talks Confidence-building experiences for students that blend storytelling, guided reflection, and interactive dialogue around confidence, purpose, and personal growth, delivered at schools, universities, and community events.
• Yoga & Meditation Sessions Inclusive yoga and meditation experiences rooted in mindful movement, blending gentle yoga, grounding breathwork, and guided meditation to support emotional regulation, body awareness, and inner confidence. Includes recurring sessions such as Friday Flow at KIND Yoga.
• A Year of Black Girl Magic Book A published book offering 365 days of inspiration with daily self-reflection practices to help Black women embrace their power, love themselves unconditionally, and nurture their entire being. Priced at CA$30.00 per copy and available globally through Amazon Canada and the company storefront.
• A Sprinkle of Black Girl Magic Affirmation Card Deck A deck of affirmations organized by season (spring, summer, fall, winter) designed to uplift, inspire, and nurture Black women's souls, guiding users through natural rhythms of life. Priced at CA$35.00 per deck.
• A Sprinkle of Self-Love: 14-Day Affirmation Challenge A free 14-day digital affirmation challenge offering daily gentle invitations to pause, reflect, and pour back into oneself through affirmations, journaling prompts, grounding yoga poses, and 5-minute practices.

Quantifiable outcome

• 1,000+ young Black girls and women reached through community programming and mentorship
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered notable and core.

• Take Khair BeautynotableGTM or Marketing Partner · 1 March 2024Collaboration on the D.R.E.A.M Vision Board Party in March 2024, a community event focused on empowerment and vision-setting for Black women. Partnership demonstrates community-driven event collaboration with Black-owned beauty brands.
• KIND YogacoreStrategic or Co-development PartnerOngoing partnership hosting weekly Friday Flow yoga sessions at KIND Yoga's Reesor's Farm location. Sessions run every Friday at 6:30am until October 2026, demonstrating a recurring wellness programming partnership.
• Canadian Mental Health Association (CMHA)notableGTM or Marketing PartnerFeatured partner and past client, with CMHA logo displayed on the services page. Indicates ongoing community wellness collaboration and mutual brand association.
• KnixnotableGTM or Marketing PartnerFeatured as a past client and partner, with Knix featuring Black Girl Magic Collective on their blog of Black-owned businesses, providing brand exposure and community support.
• Toronto District School Board (TDSB)coreStrategic or Co-development PartnerOngoing school partnership for author appearances, book talks, and student wellness workshops at TDSB schools including Glad Park Public School.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Headspace: Mass-market meditation and mindfulness platform offering courses and meditation similar to BGMC's content library. Overlaps on mindfulness content but no demographic specialization.
• Calm: Mass-market meditation, sleep, and mindfulness app with a digital content library. Overlaps with BGMC on mindfulness content and digital products, but operates at vastly larger scale without Black-women-specific positioning.
• Glo: Digital platform for yoga, meditation, and breathwork classes. Comparable in offering yoga and meditation content similar to BGMC's At the Root Wellness sub-brand, but operates at platform scale.

Direct peers

• Golde: DTC wellness brand (turmeric blends, superfoods) co-founded by a Black woman and targeted to women of color. Comparable as a similarly-positioned DTC wellness brand with community-led marketing and an Amazon distribution channel.
• Therapy for Black Girls: Mental-health and wellness community platform for Black women, including a podcast, provider directory, and educational resources. Highly comparable in mission, demographic focus (Black women), and community-led GTM approach.
• Health in Her Hue: Digital platform connecting Black women with culturally-competent healthcare providers and wellness resources. Directly comparable as a community platform dedicated to Black women's health and wellness.
• Black Women's Health Imperative: National nonprofit advancing health equity and wellness for Black women through advocacy, research, and programming. Direct mission parallel — both focus exclusively on Black women's wellness outcomes.
• The Honey Pot Company: DTC feminine care brand founded by a Black woman, selling plant-based products via e-commerce and expanding through community partnerships with major retailers. Directly comparable as a Black-women-led wellness CPG brand sold DTC.

Emerging players

• Mae: Maternal wellness brand focused on Black women's pregnancy and postpartum experience. Comparable in demographic focus and clinical-wellness crossover, though specialized to maternal health rather than general wellness.

Others

• Hay House: Wellness and self-help publisher with a stable of authors producing affirmation, mindfulness, and personal-development books. Adjacent as a publishing ecosystem partner for wellness content creators.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/blackgirlmagiccollective

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Black Girl Magic Collective Inc.