YouTuber Calls on Non-Black Girls to Use Black Owned Makeup Brands

The challenge videos that have taken over the beauty world of YouTube have increasingly become more extreme. And while most seem to not have any cause to inspire them, some beauty gurus have created challenges with the goal to diversify the industry around them. The Black Owned Makeup Brands Challenge has hit the streams of YouTubers of color, while bringing attention to some under-the-radar brands. But Jackie Aina is asking for women to take it one step further.

The fairly popular beauty vlogger opened her video by challenging not only her viewers, but women of all colors, to do the “black makeup brand challenge,” with some very real reasoning behind it. “We use beauty brands that were originated and started from non-black people all the time. So, it just doesn’t make sense that people shy away from beauty brands that are black owned. Because apparently people only think that black people can use black beauty brands. That’s not the case,” Aina explained in her video, while emphasizing that it may be a challenge.

By shedding some light on the black owned beauty brands out there, Aina and other YouTubers hope to create a mainstream market for these companies, as well as for the people representing them. “Black YouTubers should be just as mainstream as all other YouTubers. But unfortunately, that’s not the case, especially when your skin’s a certain color.” And if you don’t believe her, Aina urges, viewers should simply look at the numbers.

Plus, the ridiculousness of the platform’s most recent “100 Coats Of…” videos allows the vlogger to make a case for the new challenge, saying that it’s not that far-fetched.

While the diversity of the fashion industry has seemingly improved, there’s no shortage of claims about the lack of diversity in the beauty world. This fun and easy challenge is not a bad place to start effecting change.