The makeup industry has evolved significantly in the last decade, with beauty influencers making a swift rise through the use of short-form video platforms like Instagram and TikTok. However, one aspect that hasn’t evolved as rapidly is the industry’s diversity. If you’re anywhere on the internet you know that the makeup industry is notorious for lacking diversity, with limited shade ranges and an overall lack of inclusion in their campaigns. Yet the need remains at an all-time high.
However, some beauty influencers are paving the way to change the culture of beauty. Beauty gurus are influencing in more ways than one, using their expansive platforms to advocate for inclusion and provide representation. They are doing more than just makeup, they’re making change.
Danessa Myricks
Danessa Myricks, founded her namesake beauty brand, Danessa Myricks Beauty in 2015 after a nearly 20-year career as a professional makeup artist. Already having established her place in the beauty industry, selling literal DVD makeup tutorials at the start of her career, which she Myricks shared on a podcast in 2021 — and yes you heard it right, DVDs — Myricks launched her brand with “inclusivity and innovation” at the center of all her products. According to Myricks, her brand reached new heights in 2020 after social justice movements encouraged the uplifting and shopping of Black creators and brands.
According to a brand statement from Myricks, “Danessa Myricks Beauty represents more than just makeup; it’s about empowering individuals to express themselves creatively and confidently.” This has remained true throughout every product launch, creating products representing every shade, specifically designed with melanated skin in mind. Her award-winning and best-selling, Yummy Skin Serum Skin Tint 12 comes in a wide range of shades and undertones. She has also been recognized for her deeply hued Balm Contour and pigmented Yummy Skin Blush — perfect for darker skin tones.
She has successfully created a diverse community, with her brand highly acknowledged by Black women — who are often overlooked by makeup brands — for her shade inclusivity and creamy application. Myricks is just one of the many MUAs making a change, one yummy product launch at a time.
Golloria George
Golloria George is a South Sudanese beauty influencer who has been in the spotlight recently for more than just makeup. But rather, for her call for change in the beauty industry. She aims to exist as representation in the beauty industry for consumers who look like her, testing and reviewing products on darker skin. While rising to popularity for her addictive personality and talent with makeup, she has made waves of change through her demand for inclusion from makeup brands.
To bring attention to the lack of inclusion in beauty spaces, she started a social media series called “The Darkest Shade” where she swatches the darkest shade of popular and newly released makeup. Her makeup series is specifically designed to test shade ranges on melanated skin, speaking directly to brands’ neglect to create products for darker skin.
Recently receiving attention was her review of makeup brands Rhode by Hailey Bieber, Youthforia, and YSL Beauty for their shameful application on dark skin. Her essential activism within the beauty industry has led numerous brands to create shades more suitable for deeper skin tones and ensure more intentional product development and inclusivity going forward.
“This is why I complain… This is why you advocate for yourself. You see what happens whenever you’re not complacent? And that’s what we call redemption,” she said, regarding the released Rhode blush following shade changes made directly as a result of her advocacy.
Golloria has been a pioneer for recent change within the beauty industry and was recently featured on Rolling Stone, as well as acknowledged for her success as a content creator in Forbes Under 30.
Olamide Olowe
Olamide Olowe is co-founder of the skincare brand Topicals, popularly recognized among beauty influencers and Black creators for their inclusivity and direct focus on creating skincare designed for pigmented skin. Their vibrant packaging, glossy slick salve and playfully printed eyepatches are recognizable almost anywhere.
Launched in 2020, Topicals focuses on hyperpigmentation and chronic skin conditions, directly targeting the issues that affect skin of color most. The brand continues to be an example of true inclusivity, consistently hosting brand trips with Black beauty influencers and content creators, and regularly starring BIPOC creators and models in their ad campaigns.
While not starting her brand as a social media personality herself, the Nigerian-American CEO has become an influencer in her own right. Olowe has received many fans following the launch of her inclusive skincare products. She has appeared on many popular podcasts to discuss the creation of her brand and earned recognition as the youngest Black woman to raise over $10 million in funding at just 26. She continues to use the success of her platform to uplift Black creators and create more inclusivity within the beauty industry.
Huda Kattan
Huda Kattan, a beauty influencer turned founder, launched her brand Huda Beauty in 2013 after leading the YouTube MUA scene since 2010. Since then, she has become a household name in the makeup industry.
According to a Forbes report, Huda Beauty receives around 200 million dollars in sales annually. But, despite whirls of success she has never stopped her commitment to diversity and advocating for the social causes closest to her.
Her Instagram bio directly stating, “here to make a difference,” Huda Beauty leads with diversity at the forefront, historically speaking out about lack of inclusion in the beauty industry for women and people of color. Keeping diversity at the core of her brand, Huda Beauty has launched numerous products with wide shade ranges, designed with brown skin in mind. She has also been largely vocal in support of Palestine despite facing severe pushback from brand partners.
Toni Bravo
Toni Bravo, based in Los Angeles, has gained popularity as one of the beauty influencers that give product reviews focused on darker skin. Recognized for her funky LA style and flawless makeup routine (starring her seemingly perfect blush application), Bravo is another influencer who has been very vocal about the necessity for inclusivity within makeup.
“If you’re a newer brand and you don’t have the budget to create the shade range that you should be creating, I don’t think you should create it. Bravo said on a podcast in April, “You leave somebody feeling like they’re not included… if they wanted to, they would.”
Bravo has become a staple for testing your favorite new beauty releases, from Summer Fridays to Tower 28, on deep skin tones. Her existence in the makeup space has served as representation for brown skin girls everywhere. At just 24, Bravo has simultaneously created representation within the industry, while also giving the girls their new favorite IT-girl… everyday makeup routine.
