Jul 17, 2018
By Brooke Devard Ozaydinli
Beauty as a gateway to deeper connections with a diverse audience
The BET Experience—a multi-day music and entertainment festival at Los Angeles’ STAPLES Center—attracts hundreds of thousands of celebrities and fans every year. This year, that list included several young women who eagerly lined up to get their hair braided, watch live beauty tutorials, and see people who looked like them strut down the BET Style stage runway.
Although hair, cosmetics, and fashion have always been central elements of black culture, beauty brands have historically ignored women of color despite their buying power and influence. In fact, black women spend an estimated $7.5 billion annually on beauty products, which is 80% more than their non-black counterparts, according to research from Essence.
But now beauty brands and events—as well as individuals in the industry—are showing an interest in women of color and attracting a growing base of fans as a result. In the last few years, there’s been an explosion of niche and independent beauty brands, including several product lines that cater to a diverse demographic.
|Black women spend an estimated $7.5 billion annually on beauty products...|
which is 80% more than their non-black counterparts.