Unlike many of the other beauty challenges circulating on YouTube these days, the B.O.M.B. (an acronym for Black Owned Makeup Brands) challenge has a very real purpose—to promote a very important message about diversity in the beauty industry. Beauty vlogger Jackie Aina used her B.O.M.B. challenge tutorial to promote inclusion and issue yet another challenge for beauty vloggers of all races, black and non-black alike. Although hers is not the first B.O.M.B. challenge video, Aina takes the opportunity to ask beauty gurus from all races, no matter their skin tone, to create their own B.O.M.B. video strictly using black owned beauty brands.
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“Just think about it, if you saw a thumbnail of a white girl, or even a non black person in general and the title said black makeup brands beauty challenge, um, I’d watch it!” says Aina. In the video she uses brands that have plenty of products for all skin tones, which are sometimes overlooked because of the misperception that a black owned beauty brand can only cater to darker skin tones. Her call to action is one she relates to the #blacklivesmatter movement. “In light of what has been happening recently in the media,” she says, “I thought how can I use my voice to contribute to that the best way I know how.”
The products she uses in the video are from B.O.M.B. brands like Black Opal, Coloured Raine, Lena Lashes, Iman Cosmetics, Danessa Myrics, Shea Moisture and Sacha Cosmetics. The results are a beautiful shimmery eye with dewy, glowing skin. More impressive than her made-up face is the way she encourages others to take on this totally doable challenge to discover these lesser-known brands. “If you can slather on 100 different highlighters on your face or 100 different lipsticks, I don’t really see how far fetched it is to ask someone whose not black to support black beauty brands,” she says.