In “The Beautiful Ones”, a Real Life Mag essay by poet and essayist Momtaza Mehri, the aesthetics of blackness and black beauty in the online world are described simply: “There are bodies, or beauties, that the world does not make space for. We know and live this. To counter that, these bodies have created their own alternatives online.” And alternate, online havens were created, indeed. First, on blogs, later incorporating vlogs, an adaptation of the written form, evolved to include video recordings on platforms like YouTube. “Sometimes looking good is just that. Looking good,” continues Momtaza. “Other times, it’s archival.”
Beauty is a complicated, complex thing to explain. It can be a grand gesture, and a means by which people find belonging in spaces that otherwise reject them, as Momtaza states. Or it can be a form of artistic expression, playing with hues and textures and trendy #looks that had long been cast as unflattering or unsuited for daily adornment. It can also just be an ordinary part of your day, nothing more, nothing less. To the bloggers and vloggers listed below, who appear barefaced just as they appear made up, beauty can carry the weight of all of these things, or, again, none at all. That doesn’t matter. What does matter, however, is how malleable definitions of beauty, especially what and who its meant for, have become, and how vast its market has grown.
And what matters, even more, is how through beauty, a wave of young, black women entrepreneurs have created a thriving and endlessly entertaining pocket of the internet, a community of sorts for their largely young, black, and femme audiences, and the intelligence with which the bloggers and vloggers themselves expertly move through online spaces.
Jackie Aina: In December of last year, Jackie Aina — who has been recording beauty tutorials and sharing tips since 2010 — finally hit a million subscribers. Her channel produces videos like high-end vs. dupe showdowns and special PSA videos to the mainstream makeup industry. Watch her hilarious “Trends We’re Ditching in 2017” video, where she roasts the Instagram takeover of 2016 beauty. (Pro tip: Follow her Snapchat, @jackieaina for stories of her everyday life, amazing #looks, and more bonus skincare and makeup tricks.)
Shahd Batal: Shahd (or Shay) Batal, the 20-year old, Minneapolis-based Sudanese vlogger has been making videos since 2014, though her recently rebranded channel tells a newer, sleeker story. Shahd is all about simplicity and honesty; her content includes how-to head wrap tutorials, step-by-step tutorials like her version of a perfected thick eyebrow and an Instagram-ready beat. She also creates chatty videos, like heart-to-hearts about her hijab story and the classic YouTube monthly(-ish) favorites.
Aluel Bol Kuanyin: Aluel Bol Kuanyin’s channel can’t be boxed into any one sub-category of YouTube. The self-described “no nonsense woman” offers makeup tutorials, — one of which has earned nearly two million views — lookbooks that not only highlight, but emphasize her blackness, and her opinions, political and otherwise, on South Sudan, where she's from. Kuanyin’s channel began as a vehicle to “better express herself”, and has evolved into much more, with 100k subscribers to boot.
Lydia Dinga: London-based Kenyan YouTuber, Lydia Dinga is next up. Her videos are a mix of beauty, — hair reviews and makeup, of course— gorgeously shot lookbooks, workout routines, vlogs and Q&As with recurring appearances by best friend, Emmanuel. Her channel will have you in stitches of laughter while nodding your head in agreement with her non-judgmental, big-sister-like views on work, relationships and living your best life, even when all isn’t so pretty. At the same damn time. (Note: her Snapchat by the same name is also a gem.)
Delina Medhin: Delina Medhin spends her day-to-day as a professional makeup artist in busy New York City. Her clientele includes the likes of Chescaleigh and a wealth of models in campaigns and runways, many of which are pictured on her Instagram. The Ethiopian and Eritrean M.U.A.’s YouTube videos are mostly comprised of how-tos: brush cleaners, mascara application, and even how to quit your job. Medhin’s videos are short and to the point, making them great, quick primers on how to get your face and outlook right.
Iris Beilin: Irishcel Beilin, an Afro-Panamanian MAC artist turned full-time vlogger is one of, in my opinion, the most skilled of her craft on YouTube. Every one of her looks is incredible: pink glitter halo eyes, white winged liner, a guide to multidimensional blue eyeshadow on brown skin. Viral videos, like her review of the Kardashian makeup line, or her "lip injections gone wrong" Halloween costume, are a consistent component of her channel, balancing her undeniable talent and eye for Internet beauty trends.
C. Key: A perfect base is key — no pun intended. Primer, color corrector, foundation, concealer, and powders are all integral to C. Key’s channel, and, well, she applies, blends, and sets them all seamlessly. Her videos, often in product test review, swatch, or get-ready-with-me format, are full of knowledge on technique, undertone and wearable pops of color. Oily-skinned makeup enthusiasts, or people who live in hot climates such as Los Angeles-based Key, can most benefit from her advice-filled videos. And even if your skin type is different, you’ll still be taking notes — trust me.
Sonjdradeluxe: If you’re a fan of a bronzed face and a dramatic eye, Jamaican-Canadian MAC makeup artist Sonjdradeluxe is your girl. Her rendition of Beyoncé’s “Hold Up” look is true to Sonjdra’s beauty philosophy of inspiration and retaining a sense of personal style instead of outright mimicry. Though she often goes full face, full glam with her routine, she does the minimal makeup look look justice, too. Also, her Greek goddess tutorial will have you swooning. (And probably bathing yourself in highlighter.)
Boe Vyntage: Boe Vyntage, or Cosmeholics Anonymous, is an Ottawa-based, Torontonian—Scarberian vlogger. Her channel is home to many segments: #BoeTalks, an advice Q&A with her viewers; Shooter’s Kitchen, lengthy recipe videos with her boyfriend; makeup tutorials; DIY sneaker colorway how-to's; and elaborate, ridiculously funny (and real) storytimes. Boe is for everyone, but especially the black girls who refuse to make themselves small for anyone; her critique of makeup artists who can't do their jobs and her “Black Girls Wear Pink Liner Too Bih!” tutorial alone? Greatness. Her brand, Deadbeat & Co., sells original chokers designed by yours truly.
