The Beauty industry buys into a lot of makeup misconceptions (like the idea that we all want more unicorn-themed products. We don’t). But the biggest one might just be the myth that Black women don’t buy makeup.
Black women love a good beat just as much as the next group (maybe even more seeing as we spend 80% more on cosmetics than non-black women). Still, many makeup brands would rather focus on making products in fifty shades of beige for Becky and her friends than shades suitable for dark skin tones.
Since Fashion Fair and Iman Cosmetics, Black women have been breaking into the beauty industry, ushering in some much needed change. Just look at Fenty Beauty and its initial launch of 40 foundation shades. Rihanna had other brands scrambling to show that they too could cater to Black women after the brand was selling out its darkest shades.
Cashmere Nicole is another one to watch. The teen mom and breast cancer survivor turned CEO is the founder of Beauty Bakerie, the makeup brand for the women who want to be in touch with their sweet side.
“I wanted to create a brand that contradicted the popular ‘bad girl’ persona that the mainstream media was pedaling” says Nicole on the brand’s about page, “that there’s something wrong with upholding a sweet and friendly nature.” From Lip Whips to GELato Gel eyeliners, the bakery themed brand features a variety of confectionary inspired cosmetics all with darker complexions in mind.
Take the brand’s Coffee & Cocoa Bronzer palette. Nicole, who is light skin, saw how difficult it was for her daughter who’s darker than her to find bronzers fit for her shade and moved to change that.
“I felt bad when I could find my shade at stores, but not hers; when bronzers and highlighters gave me glow up, but not her. So I created Coffee & Cocoa for my precious girl and others to enjoy!”
But not only is Beauty Bakerie bringing more diversity to the makeup industry, the brand is also making sure to do it in a whole new way.
The brand recently launched their Cake Mix Foundation. Meant to be smudge-proof, water-proof, and fit for all skin types, the medium-to-full coverage foundation comes in 30 shades, a range most companies can‘t even reach. But the most game-changing part about it isn’t even the diversity, but the way the products are displayed: with the darkest shade first. Most makeup brands run their shades from light to dark, either leaving Black women with whatever’s left over at the end or leaving us waiting years for a shade expansion. Nicole explained this decision in a tweet saying,
“There are constant reminders, subtle and overt, that being a woman of color is second best. For foundation, I know what’s important to me as a Black woman — that’s why the order is from dark to light. I wanted equal representation, and for everyone to feel just as beautiful.”
Beauty Bakerie isn’t just making sure that Black women have a seat at the vanity table, the brand is also making sure to shake it up too.
Featured Image via Insta @hotfire.makeup
Glamdom 