This data suggests that people of colour are responsible for many of the most engaging videos in skincare, with 8 out of 10 of the most engaging content coming from celebrities of colour.
The top 3 most engaging videos are also all from Black creatives, highlighting the value of diversity in media and influencing in this space.
We spoke to publicist and business growth consultant Brenda Gabriel about the importance of beauty diversity and the role influencers play in this right now:
Why do you think Black representation in beauty and skincare is important?
Representation in beauty and skincare is important for all races because different races have different needs and are looking for different skincare solutions.
On a personal level, Black women have been left on the beauty shelf for a long time, with makeup and skincare not tailored to our skin. Representation shows us that a brand is taking us and our needs into consideration.
For brands, representation is beneficial because, from a PR perspective, it show inclusivity.
What role do you think influencers play in this representation?
I think influencers play a huge role in representation. Unfortunately, things are lagging behind when it comes to popularity, opportunities and pay for non-white influencers.
Black people buy beauty and skincare products just as much as white people. In fact, it has been said that Black women spend the highest amount of money on beauty yet this is not reflected in the mainstream. Influencers act as a modern-day third-party endorsement and will strongly influence whether or not the audience decides to try a product.
How can brands and the media genuinely represent Black experiences in their content?
I think they could start by showing visually different types of Black people. What tends to happen is that brands use one black person to represent the entire race. Black people, just as other races, have nuance. One may prefer to rock a natural look with Afro, another may like to wear weaves and a lot of makeup. The black experience is no less varied than that of white people. Brands and the media would do well to showcase those experiences mor
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