It's Time For The Beauty Industry To Stop Ignoring Its WOC Consumers
I recently discussed SheaMoisture’s #BreakTheWalls campaign and how it is starting a long overdue dialogue about the segmentation of the beauty industry. With that being said, I feel that is important to talk about some of the specifics of segmentation in the beauty industry. For far too long, minority women have been under-served.
I was inspired to write this post after a chat with my friend Jasmine, a talented professional MUA (be sure to follow her on Instagram @Jnels316). We talked about some of the issues she and her clients face when it comes to finding the right makeup for WOC skin and she brought up a valid point; it’s like we have to say something in order to get something.
We have to express our desire for products that work for us, but only see results when we ask. That doesn’t seem right. We ask for products that fit our needs time and time again when we shouldn’t have to be subject to essentially begging for products that work for us too. Makeup should be all inclusive and so should all forms of beauty.
While only certain products are available in certain areas, you would think companies would consider how drastically neighborhoods are changing! In other industries, companies strive to appeal to and accommodate changing market demographics in an effort to ensure that their products end up in the hands of the people who want them the most.
Please tell me why beauty companies think the darker the woman, the more red tones need to be added to the product. And they just leave it at that! Not all dark-skinned women have red undertones!
I feel for my clients that want something specific that I can’t give them. It crushes me every time! I had one client who I had to go to nearly every brand we carried and I still couldn’t find anything. Higher-end lines are starting to expand their shade ranges, which is helpful, but there are still many lines out there that haven’t taken this step.
Oh, and another thing…if I have to hear one more time that a WOC was told to use highlighter instead of contouring or BLACK eyeshadow to contour her face, I will scream. While both work fine, I feel that products for contouring the face should be all inclusive. I think it makes WOC feel unimportant and that their beauty doesn’t matter as much since they essentially have to use beauty “hacks” to achieve the same results that other women can get by picking up a basic beauty buy.
We are sick of it. Sick of hearing excuses and sick of dealing with brands and products that don’t quite serve our needs. While many brands have developed products that are suited for WOC, it’s still a struggle to consistently find something to work for us. All women should feel beautiful and like they matter—it’s as simple as that.