I've done a few negative supplies for LCD contrast, they rarely require over 15mA for the smaller displays. As such, you can use a charge pump, tied to a boost converter. The boost converter steps up a voltage (and provides switching), the charge pump, which can just be two diodes and a couple of caps, creates the negative of this voltage, minus the forward voltage of the two diodes. It isn't isolated galvanically like a transformer/coupled inductor would be, but as there is a cap in the path, the output can be shorted to ground without damaging any components. Effectively, create a boost converter and set its output to ~21.4V. The charge pump will be -21.4 + 2Vf. Vf = ~0.7, so -21.4 + 1.4 = -20V.
See:
https://e2e.ti.com/blogs_/b/powerhouse/archive/2016/04/01/charge-it-up-with-charge-pumps-part-3#Alternatively, like above, a boost converter, with a coupled inductor (a transformer). This can provide an isolated output, but with a 1:1 coupled inductor the output of the boost has to be set at your desired negative voltage, plus its power supply. eg. 5V in, -20V, the boost converter would have to step up to 20+5 = 25V. The second winding would be grounded, and provide ~-20V. Called a flyback converter (a boost converter, with a coupled inductor).
Another way - use an inverting buck-boost converter, although devices specific for this task are not that common. the MC34063A can be configured like this, its simple, cheap and it works, but its pretty inefficient for low output currents (<50%), and the low switching frequency means you'll need a bigger inductor and caps. Not huge, just >100uH and >47uF output cap.
Yet another method is using a buck converter to create the negative voltage, there are app notes on this, just google "buck negative voltage".
Finally, dedicated device for negative voltage for LCDs. Maxim have a few devices, but these are essentially just switchers like above, with other features like digital output adjust. Plus they are expensive >$8.