The Beauty Industry Marginalizing People of Color
Make-up is a huge aspect when dealing with colorism. Cosmetics are used as a mechanism to cover up dark spots. For dark-skinned individuals we are considered a dark spot. No matter your heritage there are issues with skin complexion.
When I was younger I used make-up as a highlighter and cover-up. I used to wear make-up all the time but it became hard because I could not find one for my tone and always had to mix them. Most beauty stores in predominantly black neighborhoods have only selective shades of foundation that are aimed at those of a lighter complexion.
I did not feel pretty or acceptable without makeup. At one point I actually debated bleaching my skin when one of my schoolmates referred to me as a “dirty Jamaican.” Fenty Beauty by Rihanna has gotten so many praises and consistently sells out due to its range of foundation. Her line is a make-up success for dark-skin girls and those with albinism. Many make-up companies do not offer varieties for darker complexions as they have centered around light-skinned women for so long. These companies buy large quantities of supplies in order to produce an abundance of supplies pertaining to its lighter skinned demographic. So despite being generally ignored or marginalized by mainstream magazines, black women spend billions of dollars on cosmetics, desperately searching for something that works.
Beauty expert Al-Nis Ward explains why there is such a variety shortage. According to Ward, “the only difference between a lighter shade and a darker shade is the ratio of pigmentation. All foundations contain the same four pigments.”
This understanding is used to explain the main variations of “beige” foundation. According to Tasha Reiko Brown, a makeup artist in New York, there is no need for a variety of foundations; the real problem is the amount of blush used. However, this does not make sense. Foundation is a skin-colored application used to even out your skin tone, blur pores, hide imperfections and make your skin appear smoother. Blush, on the other hand, is a cosmetic for coloring cheeks in a variety of shades. A body-painting cosmetic should have color variety since it is skin-color based. The use of color applied to your cheeks should not affect a beauty tool that is supposed to blend with your natural complexion. These foundations always appear too light or do not cover undertones.
Tasha also looks at the use of blush rather than foundation. She states that to pick the right foundation you should consider undertone, shade range and then the correct texture for skin tone. Blush is seen as lipstick that is a pretty color that becomes lighter on deeper skin tones that are more pigmented. It is an issue when you have to buy multiple colors in order to make the perfect blend or when you must bring your own set of makeup while those of lighter skin do not.
African-American women spend $7.5 billion annually on beauty products, but shell out 80 percent more money on cosmetics and twice as much on skin care products than the general market, according to the research. This trial and error generates billions of dollars instead of marginalizing make-up for darker-skinned complexion. Black consumers define mainstream culture. According to the Atlantic, Black buying power is projected to reach $1.2 trillion this year and $1.4 trillion by 2020, according to a report from the University of Georgia’s Selig Center for Economic Growth. 24.3 million Black women are trendsetters and brand loyalists who play a vital role in influencing mainstream culture in fashion, beauty, television, music and civic engagement for women of all races. Realizing the large demographic dark-skinned individuals consist of questions why this market is ignored. This is when the issue becomes more than skin deep. Victims of colorism feel the need to cover up dark spots with three different types of foundation, they feel the need to sexualize themselves in order to appeal.
The Effects of Dating while being Dark-Skinned
As a victim of colorism, I realized that people of my own race and color prefer lighter variations of me. The borderline is when your personal preference is used to discriminate against another’s preference and glorify your own.
The other issue was finding a partner. Dating is hard because there is so many characteristics people want in their ideal partner. Comments about how individuals only date those of light complexion are a regular occurrence. These comments come from men or women and are often my complexion if not darker. All this made me understand that there is a limit to my beauty and for me to not revert back to that dark place, I should just become ok with it.
An example is that my ideal partner is a woman with dreadlocks. This is my ideal type but I will not discriminate partners based on that preference. Meaning I don’t only date people with “locks” but I instead connect with a person. This level of singling out is a mild example of the self-hate that exists in every community. In India a bride refused to marry a groom because of his dark complexion. They also lighten the complexion of the bride in the marriage propasal ads. Pamela Bennett, an assistant professor of sociology at Johns Hopkins University, found that multiracial people — such as Black-White, Asian-White or Native American-White — fall between Blacks and Whites in the American social hierarchy. Aesha Adams Roberts gives research that economists explored how dark skin has been associated with being poor, evil, ratchet or ugly and how this consequently has impacted whether or not someone is seen as attractive and therefore, valuable as a life partner. The realization of being a particular color makes you seen or looked at a certain type of way.
My dealings with this turned into my outlet for writing. My pain and frustration made me see myself as just a voice. I never wanted to be picked on or the center of attention but I wanted people to hear what I had to say. Over the years, my voice grew stronger along with my desire to be heard. To have people of your nationality or origin discriminate against you hurts; Especially when they are your shade or darker. You just have to expect it.
Not everyone is strong enough to handle these insults and strive. Many struggle with insecurities, commit suicide, feel the need to date outside their race as they are not accepted or don’t strive because they feel being the center of attention made them be ridiculed. Dr. Richard H. Seiden, professor of behavioral sciences at the University of California’s School of Public Health in Berkeley, states, “Blacks suicide is often a sign of the inner anger caused by the troubles of life, such as racism, that can take their toll – by suicide or even homicide.” In these same neighborhoods lies diversity that continues to cause ripples in today’s society.
