TikTok has quickly become the go-to platform for all things beauty. With trends like the “clean girl makeup look” and “slugging” filling our “For You” pages, beauty lovers are inspired to level up their routines. As a result, #BeautyTikTok is evolving rapidly with new beauty hacks and influencers rising every day, making groundbreaking impacts on their community. TikTok seems to be the “perfect platform” for beauty influencers to grow, yet there’s still a wide gap for creatives of color, and Black creatives, in particular, to be seen.
Black creatives have been vocal about the recent inequalities on the platform. There has been a clear gap between exposure and opportunity from the algorithm for brand deals. There have also been unfortunate cases of content being stolen from Black creatives without any credit or recognition. As a creative myself, there have been times when I’ve felt like I had to put in more effort than my counterparts just to be noticed and when I've had to advocate for myself in order to be paid my worth. However, I love my community, so I continue to push forward and create, an adage many creatives of color live by.
In an effort to shed light on the Black content creators in the TikTok space, xoNecole chatted with five Black beauty TikTokers about their journey and experiences in the social media landscape.
Finding Your Voice and Pushing Forward
Victoria Azubuike, Beauty and Lifestyle Content Creator
Courtesy of Victoria Azubuike
“My growth as a content creator has been prolonged, and then it dramatically increased recently. I’ve recently understood my voice on TikTok and Instagram and what I want to convey to my audience. I dabbled in a few niches when I first started - mainly fashion and motivational content. Now, I’ve finally learned how to show up for myself and the community I serve. There’s no such thing as an overnight success. This journey is years of trying and sometimes feeling like giving up, there was a point I wanted to quit Instagram, as I just wasn't seeing the results... Then things finally changed. Thankfully, I found my voice.
There’s no such thing as an overnight success. This journey is years of trying and sometimes feeling like giving up, there was a point I wanted to quit Instagram, as I just wasn't seeing the results... Then things finally changed.
"I'm learning to show up as my authentic self daily, and share elements of my journey with my community. I'm learning loads, it's a process and reminding myself not to overthink certain things and think about what I would want/need to hear from somebody else. It’s not easy. However, I’m learning it’s important to still show up as my authentic self. I used to use many filters, and this year, I decided to show up as I am - even with a pimple on my face. Through time I’ve realized people respect that more. My community wants to hear from me, the content creator, and that doesn’t always mean showing up with makeup or being perfect. I’m very grateful for my community. They inspire me to push through and show up no matter my challenges."
Representation and Unity
Damilola Adejonwo, Beauty Content Creator
Courtesy of Damilola Adejonwo
"My journey as a content creator has been incredible, but at the same time, it has come with a lot of responsibility. Due to the racial climate, I always take it upon myself to show people how to respect me as a gay and Black man. Content and representation are important because they show who we are and where we come from. I want to show people that there are people who are gay, Black, and wear makeup. It’s so important to see that. I’m happy that I can show that side of myself. Although it has been a good journey for me, I think we have a lot more to do to feel fully included.
"Whenever you’re honest about your path, it’s always hard. I’ve been through so much in my life, but creating has been so therapeutic for me. Talking to the camera and sharing my story has helped many other people and me. The process allowed me to heal and have the career I have today.
Whenever you’re honest about your path, it’s always hard. I’ve been through so much in my life, but creating has been so therapeutic for me. Talking to the camera and sharing my story has helped many other people and me. The process allowed me to heal and have the career I have today.
"Believing in myself is what helped me overcome my challenges and build community. However, what I learned through that is to take time for myself. Mental health and taking a break are so important. Especially if I want to be the change, I also have to be the action. Remember to take breaks, be inspired, and know what needs to change in our community. In my community, I feel like we’re not always included, so now I make it my responsibility to include everyone for us to be unified. If I don’t take that action, other people won’t either."
Staying Positive and Being True to Yourself
Brinkley, Natural Hair Content Creator
Courtesy of Brinkley
"In the beginning, being a content creator felt easy and came out of nowhere for me. As I put in more work, I felt like I had seen less engagement. I know it’s because I am a creator of color. These days I see those who aren't part of our community do less and blow up because TikTok is showing their content. However, Black creators are constantly getting shadowbanned or not ending up on the #ForYouPage. I have over 200,000 followers, and I’m only getting 1,000 views - something is not adding up. At some point, It was disheartening, and I thought about quitting because I was putting in so much work. I can’t give up on my online community.
"Being a hair content creator, representation is important. People want to see people who look like them. I’ve realized there aren’t many people who look like me on the platform, which explains the lack of views I’m receiving. If my beauty content gets pushed out to a white audience, it will probably not do well because the relatability isn’t there.
Being a hair content creator, representation is important. People want to see people who look like them. I’ve realized there aren’t many people who look like me on the platform, which explains the lack of views I’m receiving. If my beauty content gets pushed out to a white audience, it will probably not do well because the relatability isn’t there.
"My biggest challenge has been staying positive. There are times when I do get discouraged or receive hate comments that make me feel like giving up. These are the moments when it’s important to remember who you are and not let anyone’s opinions define you. The biggest lesson has been staying true to myself. When you’re true to yourself, you can be proud of what you accomplish."
Focusing on Your Joy and What You Can Control
Alyssa Francois, Beauty + Lifestyle Influencer
Courtesy of Alyssa Francois
"My journey as a content creator has been one of the most rewarding experiences, and I'm not referring to money. Being able to cultivate a community, learn from them and offer them value is one of the best feelings. However, so many challenges come with being a content creator of color. It often feels like I have to be working 1000 times harder to get the credit or pay I deserve from brands that reach out to partner with me. This could be discouraging, but I do my best to focus on what I can control. What is in my control is making sure the content I share about healing is inspiring, educational, enjoyable, attainable, and something one looks forward to doing because healing can be ugly at times.
What is in my control is making sure the content I share about healing is inspiring, educational, enjoyable, attainable, and something one looks forward to doing because healing can be ugly at times.
"After being diagnosed with endometriosis in 2021, I embarked on a holistic healing journey because I've learned that healing goes beyond the food on your plate and medications. Taking my community on my holistic healing journey has also helped me find new ways to become and feel beautiful from the inside first. I felt that I was making a positive impact as a Black content creator when women of all walks of life reached out to me, thanking me for sharing my endometriosis journey.
"I didn't know that simply opening up more about my autoimmune disease would be interesting to my community. Being a content creator and sharing my journey to help others brings me so much joy, and I want to make sure it continuously feels this way for me."
The Power of Pivoting and Being the Change You Want To See
Trennei Adams, Beauty Influencer
Courtesy of Trennei Adams
"As a woman of color who hasn’t been in this industry very long, my experience has been great! I love the community I’ve built and continue to grow. However, I felt a lack when building a true community on TikTok. I decided to pivot over to Instagram, started taking it seriously, and posting consistently. That’s when my community started to build and form. Something about Instagram feels more intimate to me; it has now become my main platform.
"I realized I was making more of an impact on Instagram as the messages would come through. Women were thanking me for inspiring them and being transparent. Those messages mean the world to me. People are drawn to what they relate to.More than anything, I believe the world needs more kind souls. Society has made it to where it’s rare to be both kind and attractive. I am here to show that you can be both.
People are drawn to what they relate to. More than anything, I believe the world needs more kind souls. Society has made it to where it’s rare to be both kind and attractive. I am here to show that you can be both.
"I’m unapologetic about being the change I want to see. I want to see more women cheering other women on. I want vulnerability. I want to see women evolving and stepping into their power, loving themselves fiercely and confidently while also holding space for the woman next to them!
"I want young Black girls to see that whatever they want to achieve in this lifetime is possible. You can be poised, classy, well-spoken, kind, educated, have nice things, go to therapy, etc. I want that to be normal for us Black women and not a shock! My platform exudes the change I would like to see more of."
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Featured image courtesy of Trennei Adams
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Anyway, I personally think that the less shallow folks out here may contemplate calling things “quits” or they at least distance themselves a bit from their partner (and what I’m referring to is serious relationships) due to all of the stress and strain that oftentimes comes with the holidays whether it be financial, familial, due to their tight schedules or something else.
Listen, I would hate for you and your man to miss the fun and happiness of experiencing this time of year, all because you are so overwhelmed or irritated that you can’t really enjoy it. That’s why I have a few practical tips for how to avoid allowing the typical holiday season stress from INFECTING your relationship.
Manage Your Expectations
GiphyUnmanaged expectations. If there is a main reason why the holiday season tends to be so stress-filled for so many people, I’d bet good money that this is the cause. And when you’re in a long-term relationship, expectations can manifest themselves in all sorts of cryptic and/or unexpected ways. You might have relatives who assume that you are going to be with them for Thanksgiving or Christmas when you have other plans in mind. You might be thinking that you are going to spend one amount for presents while your man is thinking something totally different. When it comes to scheduling, your signals may be crossed.
And you know what? To all of these scenarios, this is where clear and consistent communication come in. Don’t assume anything. Don’t dictate anything either. From now until New Year’s, mutually decide to check in once a week, just to make sure that you are both on the same page as it relates to the holidays and what you both are thinking will come along with it. The less blindsided you both feel, the less stressed out you will be. Trust me on this.
Set (and Keep) a Budget
GiphyOkay, so I read that last year, 36 percent of Americans incurred some type of holiday-related debt. Hmph. Last year, there was still some sense of normalcy in this country, chile, so I can only imagine what finances are gonna look like over the next several weeks. That said, since I don’t know a lot of people who don’t find being broke stressful, make sure that you and your bae set a budget and then stick to it this year — no ifs, ands or buts.
Because really, y’all — it doesn’t make sense to deplete savings and/or max out credit cards for a few days of giggles only to be damn near losing your mind because you don’t know how to make ends meet come Dr. Martin Luther King, Jr. Day.
And by the way, this tip doesn’t just speak to things like food and gifts; I also mean travel. If it doesn’t make a ton of sense (or cents) to be all over the place this year — DON’T BE.
Keep Matthew 5:37 at the Forefront
GiphyIf off the top of your head, you don’t know what Matthew 5:37 says, no worries, here ya go: “But let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No.’ For whatever is more than these is from the evil one.” That verse right there? Oh, it’s a boundaries lifesaver! I say that because do you see “maybe” or “I’ll think about it” in there? Nope. LOL. It says that you should tell people “yes” or “no” and leave it at that — and that complements Anne Lamott’s quote, “’No’ is a complete sentence” impeccably well. Yeah, you’ve got to remember that anything beyond a yes or no to a request is privileged information; you don’t owe anyone details or an explanation.
Besides, if you are really honest with yourself, when someone asks you something and you give a “Umm, let me think about it” kind of reply, more times than not, you already know what your answer is going to be — so why not let you both off of the hook? Give your response. Commit to that. And let everyone (including yourself) get on with their lives and schedules.
I promise you that when it comes to those holiday parties, you are pissing more folks off by not RSVP’ing or doing so and not showing up than just saying, “Thank you but not this year” off the rip.
Remember That Your Personal Space Is Privilege Not a Right
GiphyA friend of mine recently bought a new house and invited me over to come see it. He’s a single man with no children, so as I was taking in all of the space that he had, especially as I walked through his finished basement, I joked about relatives coming to live with him. “Hell no” and “absolutely not” were pretty much his immediate responses as he went on to say that some folks even had the nerve to be offended when he told them that he had no intentions on taking DNA in.
Ain’t it wild how people think that your stuff is their right? And yes, that brings me to my next point. Your home is your sanctuary space. If you want to host folks this year — cool. If not, ALSO COOL. Please don’t let folks (family included) guilt you into how they want you to act or even into what they would do if the shoe was on the other foot. You are not them — and as one of my favorite quotes states, “If two people were exactly alike, one of them would be unnecessary.” (A man by the name Larry Dixon said that.)
Hell, my friends? They know that I am good for sending them random things that they need or even want all throughout the year. Coming over to hang out at my pace, though. Uh-uh. Chalk it up to being a card-carrying member of the ambivert club yet I like keeping my living space personal — and I sleep like a baby, each and every night, for feeling that way.
Always remember that your space, your time, your resources, your energy and shoot, yourself period (including your relationship), are all things that are your own. You get to choose how, when and why you want to share them. The holiday season is certainly no exception.
Cultivate Some “You Two Only” Traditions
GiphyIt’s not uncommon for some couples to hit me up after the holiday season to “detox.” Sometimes it’s due to the financial drama (and sometimes trauma) that they experienced. Sometimes it’s because they allowed their relatives (especially in-laws) to get more into their personal business than they should’ve. More than anything, though, it tends to be because they didn’t get enough quality time together and so ended up feeling “disconnected.”
Please don’t let that happen. Listen, I’m not even a holidays kind of woman and yet, I will absolutely sit myself down with some hot chocolate and chocolate chip cookies to enjoy a Hallmark holiday film or two. Aside from the fact that most of them are lighthearted and sweet, I also like that they usually focus on couples loving on each other amidst all of the holiday beauty and ambiance — which is something that all couples should set aside some time to do.
Maybe it’s a vacation. Maybe it’s a staycation. Or maybe it’s my personal favorite, A SEXCATION. Whether it’s for a few days, the weekend or even overnight — don’t you let the holidays go by without setting aside time for you and your man to celebrate one another. Don’t you dare (check out “Are You Ready To Have Some Very Merry 'Christmas Sex'?”).
GET. SOME. REST.
GiphyI once read that 8 out of 10 people get stressed out over the holidays and 3 out of 10 lose sleep during to it — and when you’re stress-filled and sleep-deprived, that can absolutely lead to hypersensitivity, making mountains out of molehills and even not being in the mood for sex.
Your relationship can’t afford to go through any of this, so definitely make sure to prioritize rest. I don’t care how unrealistic it might seem during this time, sleep should never be seen as a luxury; it will always and forever be a great necessity.
That said, try to get no less than six hours of shut-eye in (check out “6 Fascinating Ways Sex And Sleep Definitely Go Hand In Hand”) and even ask your bae to take a nap with you sometimes (check out “Wanna Have Some Next-Level Sex? Take A Nap, Sis.”). Not only will sleep help to restore your mind, body and spirit but, when it’s with your partner, it’s an act of intimacy that can make you both feel super connected, even in the midst of what might feel like chaos.
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Holiday season stress is real. Still, never give it the permission or power to throw your relationship off. Put you and your man first and let the holidays be what they are gonna be, chile.
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1. Create a Budget. Stick to It.
GiphyBudgets, boy. I recently read that one of the reasons why they don’t work for a lot of people is because many folks don’t have a clue about how much money they spend on a monthly basis to begin with. SMDH. That said, at the end of the day, it’s important to remember that a budget is simply setting boundaries/limits on your spending — and being intentional about moving in this fashion is always a wise move; especially when it comes to this time of the year…especially being that it’s typical for half of all Americans to take on some type of holiday season debt with 17 percent needing six (or more) months to pay it off.
Know what can prevent this kind of financial chaos? A SPENDING BUDGET. Tips for how to create one of your own this year can be found here.
2. Never Shop When You’re Stressed or Pressed
GiphyYou know how they say that it’s not a good idea to go grocery shopping when you’re hungry? Although the holiday season can be a stressful time, avoid shopping for gifts (or décor or food for recipes) when you are feeling stressed out or pressed for time. More times than not, that cultivates anxiety which could cause you to either purchase things that you don’t really want or to spend money that you don’t really have (P.S. If you’re relying on credit cards, that qualifies as money that you don’t really have. Just sayin’).
3. Don’t Keep Up with the Joneses
GiphyKnow something else that can stress you out: trying to keep up with the Joneses. And y’all, now that we have social media, the reality is that envy is at an all-time high. That’s because it can be really easy to watch holiday engagements, holiday trips and folks bragging about the things that they’ve received in times past, only for you to find yourself wishing that you were them — or putting pressure on yourself and those in your world to keep up.
Listen, it is King Solomon who once said, “So are the ways of everyone who is greedy for gain; It takes away the life of its owners” (Proverbs 1:19 — NKJV) and “A sound heart is life to the body, but envy is rottenness to the bones” (Proverbs 14:30 — NKJV) and he’s considered to be the wisest man who ever lived (during his time — I Kings 4:30). Yeah, both of these verses are a spiritual reminder that whatever you are planning to do or give, do it out of the goodness of your heart — not so that you can low-key “outdo” the next guy.
4. No Need to “Tit-for-Tat”
GiphyThis one might be a bit controversial yet I’m totally okay with that. I don’t care what the occasion is, no one is OWED a present. A gift is a voluntary token of one’s appreciation or affection. That said, if you decide to give someone a present this year, don’t automatically expect something in return. If you get something, cool. If not, if you were giving for the right reasons, it really shouldn’t matter (RIGHT?). On the flip side, if someone decides to get you something and you don’t have something to offer in return, also cool.
Other than going to someone’s home for a holiday dinner or party, for anyone to feel like they should have something in hand because someone else does…that’s not giving, that’s competing — and that absolutely should not be the spirit that you are in (or around) during this time of year.
Again, a gift is not an obligatory thing. If you’ve always thought otherwise, it’s time to do some serious reprogramming.
5. Avoid the Pressure to Buy for Lots of Adults
GiphyLast month, Newsweek published an article that said it’s wise to not spend a ton of money purchasing gifts for adults. A financial expert in the piece said that it’s best to buy for kids because, more times than not, you’re going to get adults something that they already have a lot of, they don’t really need or they’re not going to use (beyond maybe regifting) anyway.
If you’re not feeling that insight, my take would be to exchange names and set a price cap for the grown folks. I say that because, I don’t think that people ever outgrow wanting something over Christmas. It’s just that the over-the-top energy should be reserved for the kiddies — and even then, the “4-gift rule” (want, need, read, experience) is probably your best bet for them…financially and otherwise.
6. Go for Thoughtful over Expensive
GiphyIt’s kind of wild how much close-to-torture folks send themselves through to purchase gifts that, a good 6-8 months now, most folks aren’t even going to remember. That’s why it’s also a good idea to purpose in your mind to get something thoughtful over expensive.
Honestly, that’s a big part of the reason why Etsy continues to be a go-to for gifts (for every occasion) for me. It’s because you can oftentimes get things customized/personalized which ends up meaning so much more to people than something that you bought at a generic department store that might have a high price tag yet still lacks in sentimentality and deep meaning.
7. Use Coupons and Promo Codes
GiphyCoupons (and promo codes) are a slippery slope in the sense that…they remind me of when I used to go overboard while thrift store shopping. I say that because, just because I might find several bomb dresses for under $20, what am I going to do with 50 of ‘em (over time)? It’s just as much of a waste of money as buying couture if neither option gets much use.
And that’s kind of the thing about coupons and promo codes. Some people end up overspending because they rationalize that so long as there are discounts attached, it’s all good. At the same time, this doesn’t mean that you should forego coupons and promo codes altogether. The key is to put together your shopping list (and budget) and then use discounts specifically for those items. If you do this, you could save well over $1,000 annually (at least, depending on what you decide to buy).
8. Avoid Add-Ons
GiphyYeah. Dodge add-on expenses. Add-ons like what? The first thing that comes to my mind is a warranty. What’s the chance that someone is actually going to need that? Another example is paying for things to be “professionally” gift wrapped. Chile, throw that stuff in a gift bag with some tissue paper and go on about your day. All good.
9. Rethink Gift Cards
GiphyIf there is any time of the year when there is a noticeable hike in gift card purchases, now would be it. And although they are a convenient approach to gift giving, at the same time, many come with hidden fees, the full amount oftentimes goes unused (which ends up being a waste of money) and they do come with expiration dates that are oftentimes forgotten.
So, if you’re someone who likes to wait until the last minute to do your holiday shopping, resist the urge to impulsively pick up a handful of gift cards. Unless it’s to a place that you know someone is going to use within the next few months, they could end up in somebody’s kitchen drawer for the next couple of years. And what a waste that would be.
10. They’ll Get It When They Do. And That’s Okay.
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GiphyOne more. Although it is super thoughtful and proactive to get people their gifts in time for whatever occasion you purchased them for, if trying to reach that goal is going to require paying for rush shipping that is damn near as high as the price of gift or spending a lot of gas money that you don’t have at the moment to drive miles and miles away — take the pressure off to spend a ton of cash just to make sure that something arrives at December 25. Listen, through doing business with Etsy, I have learned that through this administration, there are all sorts of tariff issues going on and the USPS is slower than ever too, so paying more may not guarantee much.
The hack? Send a message that something special is coming…soon enough. The thought really is what counts (more times than not); plus, it builds anticipation of something good coming, even if it’s after all of the Christmas Day hoopla. And no one (with sense) is going to have a problem with that.
Now don’t you feel better? Happy Holiday Shopping, sis.
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