Aina warns consumers to be “cautious about brands that exploit the idea of inclusivity,” or use darker women as props to show that they are inclusive. Veloz said, adding that beauty companies often treat women with darker skin as “an afterthought.” “A lot of times they don’t want to take the time to make the product,” Ms. “Most beauty launches never worked for me,” Ms. Their videos and social media posts are finding an audience of black women who are ready to spend money on beauty products, studies show, but have few choices to pick from. They teach women not to be afraid of color, like red lipstick, bright yellow eye shadow or holographic highlights. They try different makeup brands to show that they do work on dark skin or, of course, that they don’t. The beauty bloggers provide darker-skinned women with something they may not have a tutorial for: the confidence to wear bold colors, to stand up to haters, and, more important, to choose how they present themselves. “I was definitely looking for that, especially on YouTube, and it was hard to find tutorials on products for women with deeper skin.” “I think everyone looks for someone that looks like them,” Ms.
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