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beauty brands: you’re on notice


Yes, it’s amazing that so many brands are getting on board with the likes of #MeToo and #TimesUp.

ANDBUTALSO, take a quick scroll through the “photos” section of their Facebook page.

We gotta hold these folks accountable. They should be intersectional, inclusive, diverse, and supporting women well beyond this Administration.

Feminism, women’s empowerment, and our liberation should ALWAYS be “on trend.”

If this is what it takes to wake them up, I’m here for it, but let’s make sure they don’t fall asleep at the wheel.

Getting On the Inclusive Train

For example, in light of the entire internet losing their shit about Revlon’s Live Boldly campaign, I scrolled through years worth of photos, and this image (in the comments) was the first image I could find that offered “Get the Look” for a WOC spokesperson. It’s from 2013. And they tailor her look to their primarily-white audience and swap out concealers for various shades of pinky-peach.


ONLY IN THE COMMENTS do they articulate that Halle actually uses the Caramel shade, not the one shown in the image.

Let me break that down again: Revlon hires Halle to be a spokesperson, uses her likeness for a makeup look, and puts makeup shades that Halle doesn’t actually wear as “get Halle’s look”. The team who put this graphic together may as well have said “HEY WHITE LADIES, YA WANNA LOOK LIKE HALLE? BUY THIS STUFF!!”

So yes, the shifts in how brands are advertising are incredible to witness. Many of us are saying “about fucking time!”

But which brands will stick around? Who will keep lifting up diverse faces and bodies after Trump and his cronies move back into their towers? Which ones will break the mold on how we market to women? How far are they willing to go on their inclusivity and diversity? Are they willing to actually devote content to selling products that women of color will actually buy?

Only time will tell which brands are in this for the long haul, and which ones are going to pink-wash everything and throw #GirlBoss on it.

That’s what I’m interested in. That’s the change I want to be a part of.

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