Not to sound dramatic, but moisturizing for Black folks is a *big* deal—so important that we use the word “lotion” as a verb. See the above question and “Don’t forget to lotion before you leave this house!” and “Lotion that beautiful skin,” all things my mom would say when I was growing up. This idea of lotioning (yes, also a word) is a unique cultural nuance that still lives on: When I asked a few fellow Black women at Cosmo (they = Gen Z, me = millennial) whether my mom’s words rang true, their responses ranged from “hell yeah” to “1,000 percent.”
To further prove my point, I hit up Dana Johnson, the founder of one of my favorite skincare brands Beneath Your Mask (BYM), to see whether the practice of lotioning was something she grew up with—and if it inspired her amazing skin-hydrating products.
“Being ashy is like a sin in the Black community,” Johnson explained. “If my mother ever noticed I was ashy, she’d find ANYTHING to moisturize my skin, no matter where we were.”
It’s clear to see that our parents’ pleas were layered with meaning. They were impassioned reminders to cherish our brown skin—despite what the world might think of it—and to keep in mind that when we step out into that world, we are representing the Black community. Rocking a set of ashy elbows, knees, or ankles might exacerbate hurtful stereotypes that Black people are unkempt, unprofessional, and unattractive (all obviously lies, fallacies, and just plain BS).
While Johnson caters to customers of all backgrounds, she can’t deny that being a woman of color helps tell her brand’s story.
“Being a Black woman informs new products because when I formulate, it’s to solve a problem—a problem that not only reflects me being a Black woman but also a Black woman with lupus. It has always been important for me to be transparent about the who and why behind BYM.”
It’s that thoughtful storytelling that helps erase those baseless stereotypes around the Black community. And it’s amazing to know that lotioning is so revolutionary in this respect. It’s yet another weighty burden people of color must shoulder, one that I acknowledge but also choose to reclaim as meaningful self-care.
So when you catch me glistening out in these streets, slathered in my favorite lotions and potions, please know it’s both for my people and for me.
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Julee Wilson is Beauty Editor at Large at Cosmopolitan. Previously, Julee was Beauty Director at Cosmo and Global Beauty Director at Essence and has held various editorial positions at Huffington Post and Real Simple. She counts herself lucky AF that she gets to play with beauty products for a living and tell dope stories. And if you’re as obsessed with beauty as she is, make sure to follow her on Instagram for plenty of product recs, natural hair inspo, skincare testing, and Black girl magic shenanigans.