How Social Media is Revolutionizing the Makeup Industry

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From makeup gurus to your best friends, everyone has had trouble finding the perfect foundation shade. You know what I'm talking about; it's either too orange, too light, or too yellow. It’s especially difficult for women of color to find face #makeup that looks natural. The makeup industry has been recognized as an accepting, #diversity valuing business, but many would argue that it really hasn’t been until the last few years.

Before outlets like Instagram, YouTube, Facebook, and Twitter, average consumers like you and I, couldn’t conveniently express our dissatisfaction with products and brand identities. Now, anyone from social media influencers to average joes, can share their opinions in an instant. A good example of a strong, opinionated influencer is one of my favorites, Jackie Aina. She has made a name for herself through her pictures and videos on Instagram, and in depth tutorials and reviews on YouTube. A lot of the times she talks about brands that claim to be #melanin friendly, but don’t show promise in practice.

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Jackie explains that the intention behind these brands were good, but execution was a fail. One of the brands covered in the video couldn't get her color right or "celebrate diversity" well.)

In this video she criticizes a trending brand, Huda Beauty, saying, "I have a hard time distinguishing when someone really truly does celebrate diversity and when they are pandering..." She continues, explaining that the brand claims to have a range of colors for all skin types, but lacks representation in their social media and advertisements.

Posts like this are more common than ever before and thankfully, they are starting to have a significant impact on the way brands target their consumers. Brands are analyzing reviews posted on social media and responding in the best ways possible, by giving people what they want. In the case of beauty influencers, brands physically reach out to them and often send products for free with the hopes that they will share positive reviews; the negative ones do not go unnoticed either.

With that being said, it's important that you, yes you sitting there reading this post, use your Instagram, YouTube, Twitter, and Facebook accounts to let your voice be heard. It is one of the most effective ways to spark conversation with other consumers who feel the same way and reach out to brands as well.

Now we can't talk about diversity, brand identity, and makeup without touching upon Fenty Beauty.

This brand has made a statement in the industry, revolutionizing the idea of inclusivity in the world of makeup. Rihanna created Fenty with the idea that it's "the new generation of beauty." Quickly after its launch, the darkest colors sold out in a matter of days. As a woman of color, she probably experienced difficulties finding makeup that matches her skin tone, but she also did something much greater; she saw a void in the industry and filled it. Rhianna listened to the demands of the consumer.

Fenty Beauty is the superstar of the makeup industry. Other cosmetic brands have yet to execute a launch as successful as Rihanna's, but they will definitely try to in the near future. By using your voice to praise brands that are doing it right, and criticize brands that are simply doing it wrong, you'll see more amazing products and campaigns that are as impressive as Fenty Beauty.