#BLM: Defining Beauty


Beauty is in the eye of the beholder, yet society seeks to push forward the idealistic standards of the mainstream. Since youth, most of us are taught that beauty is only acceptable if validated by others, yet as I have grown older, I have seen many who challenge this status quo. Beauty, to me, is self-defined. It means for all, inclusive and diverse. Beauty not only exists on the inside, but we can be physically transformative with how we show our beauty. In light of current times, and the Black lives matter movement, I want to look into some brands that are black owned and where if possible, their campaigns of inclusivity that redefine that standard of beauty.


Rihanna: the legendary musician and founder of Fenty beauty cosmetics. When Rihanna launched Fenty beauty back in 2017, it shocked the mainstream as she incorporated all women of all skin colours and backgrounds into her products but also her campaign. She came out with a video which can be found here, showcasing women of all skin tones, sizes, religions and cultures for her first campaign, something we have seen very little of in the beauty community before then. Even till now Rihanna continues to campaign for diversity and inclusivity with all of her business brands for example her Savage X Fenty lingerie brand. A recent campaign that she came out with for her Pro Filter Foundation line being extended by 10 more shades, as well as her concealers emphasized Rihanna’s goal for her brand. In the video found here, Rihanna expresses how she wanted all women to feel included and by extending her foundation line she shows that she is doing the most possible to make sure every woman has a foundation that perfectly matches their shade.


Pat Mcgrath is a British makeup artist with her own refined brand. Her brand is a luxury and one that you will probably find somewhere in your mother’s makeup bag (possibly). In her video for her Sublime Perfection: The System collection, the range of individuality is amazing. Not only does the video show black women, it also shows these black women wearing their natural hairstyles, one which society has tried forever to hide from mainstream culture. The video also features famous drag queen Violet Chachki, suggesting that her products are powerful and transformative. Pat Mcgrath proves time and time again that her brand is one that can be used by all and this video makes me want to buy her whole collection.

Beauty Bakerie makeup is one brand that I love especially for its packaging and details. Beauty Bakerie owned by Cashmere Nicole, exhibits how beauty comes in all forms as displayed throughout their Instagram page with each of the images emphasising inclusivity for all but I want to particularly focus on how they highlight black beauty. Particularly their skin powders shown in these images show that beauty comes in all forms and this brand is also at an affordable price so if you have yet to try it out, I would highly recommend it.

Instagram: beautybakeriemakeup



This beauty brand is a much smaller company that I would recommend you support if you have the means to do so as you will not be disappointed. Mary Louise Cosmetics sells a range of skincare products for everyone that I have seen a range of highly rated reviews on these products but specifically the miracle serum. As the description from the website states “Mary Louise Miracle Serum is a multi-purpose serum packed with turbo-charged ingredients designed to penetrate the skin in ways everyday moisturizers simply can’t.” With essential oils this serum is one that I would suggest everyone to purchase. Also while you’re at it, take the time to check out their Instagram page @marylouisecosmetics

Whilst these are just some brands that you can shop from as well as look at for inspiration, there are many more out there that stand for the same morals or inclusivity and diversity that can easily be found by one google search and please especially support black owned brands where you can!

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