Upon first glance of Raye Raye's Instagram, one might mistakenly conclude the obvious--that she's just another pretty face who also happens to be really good at doing makeup, and that those two popular facts alone are the foundation of her Insta-fame. And then, more than likely, you'd find yourself scrolling down as far as 16 weeks deep into flawless selfies and product promos before dismissing Raye as “just another beauty blogger" whose 800K followers helped land herself at the heart of your Explorer page.
But trust us, you'd be wrong. Well, not about the pretty and popular part.
Raye Raye is not just another MUA. Take away the makeup and she'd still more than likely be able to sell you off her heart and humor alone. Which in all honestly, has probably helped with branding herself in a now saturated industry as “beauty blogging."
“It's funny and probably no one believes me, but before all this Youtube stuff, or before people knew my name, I didn't like to be the forefront. I'm shy."
I believe it. The humble ones usually are. When I had the pleasure of speaking with 25-year-old makeup maven Raye Boyce, I'd already did my research. Between her Instagram clips of infectious laughter and cutesy pranks on her husband and manager Eric, to her 500,000+ viewed video decoding the secrets behind a “flawless selfie" (hint: it takes like 50 filters and five apps), I knew Raye was different from her fellow beauty peers. She was refreshingly personable and unapologetically honest.
"My first time dabbling in makeup was when I was a junior [in high school]. I always played with it but never wore it out. It wasn't until senior year of high school that I started wearing a little bit of mascara, eye shadow and lip gloss.
I was always a tomboy. And it's funny because growing up, I don't know if my mom wanted a boy and that just never happened, but she used to give me cornrows like Queen Latifah in Set it Off and I'd have sneakers on. It was crazy. I didn't start becoming a girly-girl until senior year."
That might explain a few things. But Raye, real name Raytifa — “My father's name is Ray. My mothers's name is Tiffany. They like to make up names!"— doesn't just have another “ugly ducking" story to tell or sell (although ironically, she admits she was made fun of for her "duck lips" growing up).
Nope. She actually confessed that her success in the beauty industry, which has now afforded Raye the luxury of self-employment by way of huge advertising bucks, sponsorships, and even features in ElleMagazine, didn't come without tons of doubt and was indeed by way of accident. The Boston native, who moved to New York in an attempt to find herself while most of her friends were off to college, admits that her bad anxiety kept her indoors most of the time and, as a result, on social media.
"I would post pictures [on Facebook] like, 'Hey I got this $1 lipstick from the beauty supply store in New York,' etc. So another YouTuber- she was already in the game and she's an OG- she approached me like, 'Have you ever been interested in doing Youtube?' And I was like, 'Well, that sounds kind of stupid!' Why would I sit there and be all into myself on camera, putting make up on?' She was like, 'Just give it a try. Just do one video and if you don't like it, whatever!'
So I gave it a try and posted it. It was my 'Everyday Makeup' video and people liked it. And it got a lot of views for how small my following was. Then from there, it just blew up and people kept watching and I just kept posting. I didn't intend on becoming a [beauty] 'YouTuber,' I didn't even know what the heck that was.
Raye Raye Nicki Minaj Inspired 'Feeling Myself' Make Up Tutorial
And as the followers continued to amass, Raye would continue to post videos in her free time, steadily picking up traffic as she found herself flourishing in the online beauty industry. However, with the mini-fame also came the price to pay for it- the negative comments. Which was almost enough to drive a zen-like, carefree Raye Raye to call to log off for good! The biggest obstacle for me was putting myself out there.
"When I first got my little group of negative comments, I wanted to quit. I was like, 'I don't have to deal with this. This [doing make up] is a choice that I have. I don't have to put up with crap like this when I can be around people who love me and respect me and not deal with negativity from people that I don't even know.'
But at the end of the day, that's what [naysayers] want you to do. They want you to quit. And it's just not going to happen. (Mimics Mary J. Blige) 'Don't need your hateration and holleration' over here."
And thank God she didn't stop. Raye-Raye, who admits that she got into the online beauty business while it was still transitioning into the lucrative industry that it is today, has now moved to L.A. and lives entirely off her profession as a makeup guru. She also humbly broke down how one is able to bank off beauty.
"I realized I could do this full time like a year and a half ago because I started getting sponsors. It's funny because now and days, the girls that are coming into the YouTube game and blowing up, they are getting sponsors immediately. So like me, I wasn't part of the beginning era, but I was somewhere in the middle, and I didn't start really getting big sponsors that I could actually make a living off of until I had about 300,000 subscribers. So it had to get to that point for me to actually be full-time and make a living and be able to take care of myself.
At first, you would bank off of your "Ad Sense." Google allows companies to buy ad space on your videos so when you click it, you're able to make money, but (the pay) can vary in range depending on your followers. It can range anywhere from a few dollars to $100,000 [in ads] and that's if you have like, a million subscribers. And then comes the sponsorships from the brands. Makeup brands, if they have a new lipstick or palette coming out, they'll contact you, they will give you 'X' amount of money for YouTube placement in your videos. So that is where most of the money comes from too!"
So to put it humbly, she's living. With a combined social media following that ranges in the millions, as well as over an impressive 40,000,000+ YouTube views, the young makeup maven has not only been sponsored by some of the top beauty brands (Makeup Forever, MAC and Smashbox just to name a few), she has also been featured in a Pantene Pro-V hair commercial for her luscious curly locks as well. All of this thanks to makeup and of course, her fanbase of loyalists who Raye-Raye affectionately refers to as her "Bay-Bays" (Babies!), who she is 110% loyal right back to. So loyal that the makeup expert recently decided to get deeper than skin-deep when she revealed she had anxiety, in hopes of helping others deal with it.
“I would bring it up in my previous videos but it would be more like a joking matter. Like I'd say, 'Oh, I could never do that, with my anxiety, I'd go nuts…' But people actually caught on to it. They were tweeting me and emailing me like, 'I have anxiety and I have depression too- can you talk about it?'
Raye admits that the pressures of keeping up with social media, a huge following and a demanding posting schedule can be the source of her anxiety and spurts of depression, and it times she feels guilty for letting her 'blessings' get her down:
[Being in the public can] trigger it. And that's why anxiety, it's like a funny little thing. Because sometimes you'll think you're fine, until months and months pass, and time passed, and then you realize you were suppressing your feelings. And that whole time you thought you were fine, you were actually ignoring [depression] while still dealing with it.
It was like, every time I got a break from [anxiety] it was like, 'Nope! Here is another trigger!' And it was getting worse. But then I thought, 'I have some nerve to be complaining when I have all these things. I could be on the street right now in the rain, sleeping on the concrete and not have any food…I have health, I have a roof over my head, I have a husband, I have food and my family.' But it gets to the point where you keep suppressing it and you keep ignoring it and you help other people with their issues while ignoring yours, until you get to your breaking point. And that's what happened!
Luckily though, Raye admits that she has sought some self-help through plenty of prayer, self-awareness and the advice from trusted loved ones, which just so happens to be her mother in law as well as that of her boyfriend of eight years and husband of three years, Eric Boyce --“He was my first real boyfriend." After meeting on Myspace, the two decided to do the long distance thing for a while (Eric lived in New York while Raye was still in Boston), before finally meeting in person and as the fairytales go, "it was love at first sight."
“When we finally first met, there were a lot of laughs… I am such an awkward person! I'm that person that leans in to give you a hug and they head-butt you. That's me! But there was no awkwardness. We just had a lot of laughs and we ate a lot. I just knew from there he was the one.
[Tweet "We just had a lot of laughs and ate a lot. I knew from there he was the one."]
Raye humorously refers to Eric as the "Martin" to her "Gina," and it's clear to see why. All over her Instagram and YouTube, when the two aren't cracking jokes on one another, the adventurists are riding four-wheelers, helicopters and even recently, sky-diving.
So what could possibly be next for the girl who at 18 felt hopeless but by 25, managed to seemingly figure it all out?
"In 5 years, speaking it into existence as a business woman, I will have my own make up brand and it will be sold in stores and it will be successful. As well as other brands. And I also hope to get into real estate so hopefully I'll own some property.And as far as my personal life, probably some little kiddies running around. Some little Raye-Raye's playing in makeup, just a good future with my husband, with [our little] family. Me and my husband have spoken about moving out of the country. We really like Thailand… Maybe Japan or Hong Kong. We'll see!"
She came. She saw. She contoured!
RELATED
While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
Feature image courtesy
The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Feature image courtesy
I remember calling my grandmother, who has since transitioned, and hearing the passion in her voice when she explained how she’d never thought she’d see something like this happen and how much it meant to her. As I reflect, I realize it’s a combination of memories like this that undoubtedly encouraged my will to vote.
However, as an adult, my reasoning behind the practice has developed. It’s no longer just about “the right thing to do.” I feel a responsibility to myself and my future to know the issues, how they impact me, and make a difference for others.
In the times we’re in, there's so much “news” everywhere. It’s hard to distinguish fact from opinion and bias from beliefs. This is why it was such a pleasure speaking with Jara Butler, Chief Impact Officer of Supermajority. Supermajority is an organization focused on making women the most powerful voting bloc in the country. During this authentic and informal conversation, we talked about so much.
I learned about her time working with the Obama campaign and how she masterfully worked in multiple industries, and we shared some of our favorite female rap moments. However, in the snapshot you’ll read, we focused on the issues. Jara walked xoNecole through what’s most affecting women of color in this election and what we can do to be more aware. Whether you’re a politics girlie or like me, just trying to gain more insight, hopefully this convo connects with you.
Uwe Krejci/ Getty Images
xoNecole: Let’s just jump right in. What are some of the most popular issues that you hear Black women discussing related to this election?
Jara Butler: Our sister organization, the Supermajority Education Fund, recently did some research specifically looking at young women in the age group 18 to 35, and young Black women identified their economic well-being as a priority. Right now, we're in a place where a lot of us, especially young Black women, are finding that meeting those basic needs are harder and harder.
Secondly, is Project 2025. I think Black women see it as not just something that could happen, but actively happening. For example, we’ve all been watching the case with the Fearless fund, and how it's been targeted. We know Black women are very entrepreneurial. We can go back to Madam C.J. Walker and others who have opened the door for all of us to achieve. But if those barriers are in place, we're just not going to be able to meet that.
Lastly, Repro is a very big issue. But I think looking at it holistically and not just about abortion is important. Black women are more likely to talk about this from a perspective of our reproductive health care and the lack of access due to medical racism. As a Black woman myself, who's over 40, a lot of the changes that I am making in my life are because I have to do everything I can to put myself in a position, because I know no matter what my economic status is, if I walk into a medical office, there's a good chance I'm gonna face medical discrimination. Breast cancer screenings, colon cancer screening, ovarian cancer screening, cervical cancer screenings - all of those are part of that network of reproductive health.
xoN: Another issue I’d love your insight into is our missing girls. I think it's so unbelievable how much this is swept under the rug. There are so many stories about Black women that are continuing to go missing; I don’t understand how that’s not a bigger conversation. Is this something that can be pursued on the government level and what can we do to bring more attention to this issue?
Jara: We have this list of majority rules on our website, and my favorite one is: that our government represents us. I think that we have to continue to apply pressure to our government to meet our needs. And again, women are the majority of voters. Black women, especially, are the most reliable voting bloc across all groups, and our interests right now are not being met. So yes, there is something that we can do, but I also am a big proponent of us having these conversations.
My great-grandmother was enslaved, my grandmother was born into Jim Crow, and I watched my mother face economic insecurity. I say that because, as a Black community, we have to have an internal conversation to talk about these issues, and we have to do it upfront. I think we have to get into a position of realizing that we do have power, and how we activate that power.
Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater. And finally, we have to get away from depending on one individual to take us there. It's gonna take all of us.
"Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater."
xoN: I agree completely. Now, when we started, you mentioned money. So let’s talk about it. So many of us are starting businesses and getting degrees, and I love to see it. But everyone seems to still be having a lot of the same issues around finances. What are some of the underlying reasons behind this debt that we're dealing with, and how can voting influence these challenges without getting into the individual candidates?
Jara: Hello! Let’s talk about the money! Black women have been told that if we want to move ahead, we have to have that master's degree. We have to be twice as good. So we met that measure, right? But in order to do that, we have to pay for it. Up until about the 1970s college was absolutely affordable. You could work one job and pay for college with some money left over. That has changed.
Realistically, student loans are a barrier. They are a barrier to access housing. They impact our credit, and really and truthfully, depending on how much your loans are, they could affect you paying rent. It basically creates a cycle of debt. And I have real problems with people who say, get a degree in something that's going to make money. It’s about your skills, and if you have the skills, you should be able to earn a living. That covers that.
But the fact is that student loan debt continues to increase, and there have been attempts, more than once, to try to relieve some of that pressure. The reality is that this is a squeeze. It is a conundrum, and we see efforts by the current White House administration to try to alleviate those things, even when they are stopped.
But truly, Congress needs to step in and support this, but I would take it a step further. We should be considering and looking at what it would look like if we had free community colleges. Because what we have now is two generations of borrowers, because older millennials’ children are beginning to age. Black women have the highest degree of second-degree secondary education, but we carry like 1.7 trillion in debt or something like that. I can't remember the exact number, but basically, the majority of the student loan debt is ours.
FatCamera/ Getty Images
xoN: Speaking of college, obviously there’s a lot of discussion around affirmative action in the schools and the undergoing changes. How important is it to consider this topic, and are there any new laws or policies being proposed around this that we should be aware of?
Jara: Oh my goodness, affirmative action is one of the things that we saw that our sister site, the Supermajority Education Fund, found last year as a number two issue for young women. I actually hypothesized that it was a real thing, and it was. And the reason for that is that affirmative action as a whole has been something that benefited white women more than any other group.
However, what is happening is that we’re using the word DEI in a way that is derogatory. I’ve heard people refer to it as: “didn't even earn it.” And as a Black woman who attended an amazing school, I remember being in class and having someone make that comment, knowing my grades were higher than theirs.
The fact of the matter is that we would not need these policies if we lived in an equal and equitable society. It doesn't do us any harm for us to face the facts that this country was built off the backs of enslaved people and the blood of indigenous people, and off the sweat and the tears of immigrants. But because we are unwilling to face that, we now are demonizing programs that are actually meant to create some symbol of balance.
xoN: Finally, I’ll close with this, what can we do to provide information to young people, and how do we combat all of the less than researched info?
Jara: One thing I encourage is to look at the source. At Supermajority, our social channels are information-based. We strive to provide up-to-date accurate information that is digestible to all. Media literacy is something I believe in, and unfortunately, it is something that we have a responsibility to continue to share with the community at large. So much of our world is centered on immediate info, a lie spreads faster than the truth.
We just saw that with the Olympic women's boxers, and we have to ask ourselves often: is this information accurate? Who is telling the story? Most importantly, how am I an original contributor? Not everything said needs to be shared, and not every thought needs to be public.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Feature image by Delmaine Donson/ Getty Images