Phaith Montoya didn’t need to say it—however she did.
@phaithmontoya Replying to @Rihanna ♬ Hey Ya! – Outkast
On Sunday, the sweetness, type and way of life TikToker took to her platform to name out one thing we’ve all seen: the rising erasure of monoracial, non-racially ambiguous Black ladies within the magnificence business. And whereas some folks in her feedback didn’t fairly get it, these of us who perceive how this business strikes know precisely why her phrases have been needed.
Montoya, a multiracial, light-skinned lady, made it clear that she acknowledges her privilege in these areas. Not like lots of the Black ladies who helped construct up the sweetness business however proceed to be sidelined, she has entry to sure alternatives—alternatives typically denied to darker-skinned Black ladies with 4C hair and distinctly African options. As an alternative of ignoring that actuality, she’s utilizing her platform to talk up for the ladies who’re continuously ignored in model offers, marketing campaign placements and influencer journeys.
As a result of let’s be actual: magnificence manufacturers love Black tradition, however they don’t at all times love Black ladies. Positive, they’ll drop a deep shade vary or use a Black mannequin throughout Black Historical past Month, however in the case of long-term investments—signing monoracial Black ladies as model ambassadors, ensuring they’re invited to high-profile activations, or giving them main sponsorship offers—their presence is scarce.
This isn’t an accident. It’s half of a bigger subject the place magnificence manufacturers solely embrace range when it matches neatly inside Eurocentric magnificence beliefs. Lighter pores and skin, looser curls, racially ambiguous options—these are the aesthetics that get prioritized. In the meantime, the Black ladies who don’t match that mould are left preventing for a seat on the desk in an business they’ve constructed, sustained and revolutionized.
And to make issues worse, the timing of Montoya’s message couldn’t be extra related. As manufacturers quietly part out their DEI initiatives, it’s turning into painfully clear that lots of them noticed range as nothing greater than a development. When it was worthwhile to look inclusive, they did the naked minimal. Now? The identical manufacturers that after pushed for “illustration” are conveniently shifting away from these commitments, proving that their model of inclusivity was by no means constructed to final.
However right here’s the factor: Black ladies aren’t going to beg to be seen. Montoya’s message isn’t only a critique—it’s a name to motion. If magnificence manufacturers need to declare Black tradition, they should present up for all Black ladies, not simply those who match a sure aesthetic. Meaning long-term investments, actual alternatives and precise fairness. Something much less is simply one other type of erasure.
