“Beauty standards are still vanilla. People are still not fully immersed in different cultures, and Black beauty has so much range that the world needs to see,” says Besidone Amoruwa
Besidone Amoruwa. Photo: Courtesy of Besidone Amoruwa While we’re all beating our personal screen-time records scrolling and swiping through Instagram, Besidone Amoruwa is meeting with beauty creators face-to-face to spur new dialogue around Blackness and beauty on the platform.
The Cut caught up with the exec to talk morning routines, emerging Black beauty trends, and how others can help empower, spotlight, and amplify Black voices on Instagram.I absolutely think of beauty as self-care because I’ve always believed that the definition of beauty is how you feel yourself and how you put yourself out into the world.
Then I’m answering text messages from creators who are trying to find me or want to strategize with me, or I’m meeting creators outside now that we can have some face time, and really supporting them on their dreams and their goals. So much of my job is understanding the lives of these creators and what their dreams and their aspirations are.
It’s about getting this visibility with our concerns regarding makeup being for us. We now get to have a Fenty Skin or an Ami Colé that is for us. It’s about education about the different nuances and different subcultures when it comes to beauty. And it’s not just about makeup but style as well. When you look at a Black woman, you look at her style, and that style is replicated all across Instagram when it comes to her nose, her lips, her eyebrows, her nails — even her butt.
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