Youthforia: *releases a foundation for darker skin tones after high demand*
Us: Oh, Youthforia… that’s not…
Youthforia: Wait no! In the sense that…
If you’re on makeup TikTok like me, #Youthforia, an APIDA woman-owned cosmetics brand rooted in Y2k nostalgia recently released a foundation shade for darker skin tones. Its release was met with a TON of backlash for how unrealistic the color was for many darker-skinned consumers and how it resembled tar or shoe polish.
As fellow BIPOC, we often identify how racism affects us from outside forces but sometimes fail to see how we uphold those same beliefs, such as anti-Blackness, among each other. Unfortunately, anti-Blackness, which is rooted in colorism, xenophobia, and the Model Minority Myth, is incredibly rampant in many Asian American communities.
As Asian Americans, it is my personal belief that we have a special responsibility to identify and fight against anti-Black behaviors and practices in our own community. The Model Minority Myth constantly pits us against our Latine, Indigenous, and especially Black counterparts.
Truthfully, the Model Minority Myth benefits nobody but the very people who relish in our oppression.
When cosmetic companies (especially ones that boast an unlimited budget… yeah girl, we’re clocking that tea) fail to consider the needs of Black and darker-skinned consumers, they deliberately uphold the same oppressive structures that weaken the bonds of BIPOC communities. Our unity is especially crucial for fighting against White supremacy and creating equitable environments for each other.
When we’ve seen cosmetic brands like Fenty Beauty release extensive foundation ranges, having a lack of diverse foundation colors from the beginning, in a given makeup collection just seems like a deliberate effort to exclude Black consumers, an important, yet often neglected demographic. Similarly, we tell these same consumers that they don’t deserve to feel beautiful and express themselves through makeup.
For those who argue that the shade release was simply a “mixing” shade, I could not disagree more. The fact that we expect Black and darker complected consumers to shell out twice the money to get the right shade and not expect the same of lighter-skinned consumers only further highlights the racial inequities that exist within the makeup community.
Moral of the story? If you’re gonna do something, do it right.
#APIDAHeritageMonth #Youthforia #ModelMinorityMyth #makeup #cosmetics
Director, Global B2B Integrated Marketing at Pinterest || 15+ years B2B & B2C marketing experience || Ex-American Express || Ex-charity:water || Ex-consultant
1moAgree! It pays to be positive and we want positivity to be pervasive on the internet.