Rihanna changed the beauty game with the much-deserved success of her Fenty Beauty range last year.
Arguably, it wasn’t until the success of her makeup line that beauty brands realised just how much diversity is needed.
Cosmetic companies don’t always have colours and shades suitable for dark skin which can make it difficult for women of colour (WoC) to make the right purchases.
An American 16-year-old who feels that enough isn’t done to represent the different colours people come in within beauty brands has started her own makeup page.
Tiara Willis has spoken of why she began the movement and why representation is important.
She said: ‘I became obsessed with makeup via tutorials on YouTube. I’ve been watching ever since sixth grade.
‘I would sneakily try it on myself and buy Elf makeup. My mum didn’t let me wear makeup until my eighth-grade graduation, so I pulled out my secret makeup stash and have been wearing it ever since!
‘I became a makeup expert to all of my friends, who wanted me to start doing their makeup for events.’
She added: ‘I stress catering to women of colour because we’re so unrepresented in the makeup industry, so it’s important to me to showcase them. To show that we matter and we’re just as beautiful as everyone else.
‘I do still have white clients and wouldn’t refuse to work on them, but I choose to showcase WOC on my platform because that representation is important to me.
‘My audience is mainly WOC as well, so showcasing what products are helpful to them.
They’re not receiving that type of education specified for WOC in the makeup industry as they might get from me.’