THROWING SHADES: AN ANALYSIS OF COLORISM IN THE AMERICAN BEAUTY INDUSTRY AND THE RESPONSE OF BLACK BEAUTY BLOGGERS

Abstract

This study works with critical discourse moments on social media to reveal the meanings of colorism in the beauty industry. To contextualize these occurrences, a case study was conducted between complexion product releases of three cosmetic brands: ColourPop Cosmetics, Fenty Beauty, and Tarte Cosmetics. A content analysis was performed on the first social media advertisements produced for each brand’s complexion product release and the subsequent blog postings by eight beauty bloggers on YouTube. This research showed that Black beauty bloggers use their platform and visibility on social media to interpret racial injustice in the beauty industry and inform their viewers. This discussion focuses on the processes by which colorism pervades society and is perpetuated in the beauty industry. Beauty blogging serves as a new tool for the continued resistance of Black women to forms of discrimination or racial inequality.