"We haven't been included in a lot of makeup trends or beauty brands," Mela said, commenting on the general lack of representation within the industry. Mela chalks up the trend's high resonance to a long-awaited moment of recognition: being a full-time content creator, she has seen the difference in opportunities offered to non-Black beauty-lovers and creators.
A MAKEUP TUTORIAL" and clocking in at over 190,000 views. One YouTuber who goes by Melachild (and asked for her name to be redacted), created the trend's most viewed YouTube tutorial, titled "REVEALING THE SECRETS BEHIND 🇬🇧 UK GIRL MAKEUP AND WHY ITS SO FLAWLESS. Tapping into the comments section on one of these TikToks evokes a similar sentiment, with Brits commenting a supportive "You're one of us 🇬🇧" on an American creator's take, while stateside users praise the talents of the "UK girlies." A digital bond is solidifying over a shared love of Black beauty: one fan's comment on a viral routine, posted by TikTok user reads, "Once I heard the UK accent? I trusted you." If you've ever walked into a ladies' restroom on a late night out, you're likely to run into a group of strangers-turned-besties singing each other's praises. However, the trend archives a special community forming between Black women with thousands of miles between them. On its face, UK Black girl makeup is simply a makeup routine. The final result is a flawless base that draws attention to the center of the face, rejecting the harsh contours of the late aughts and bringing back the soft-to-touch glam of the '90s. #UKblackgirlmakeup hosts step-by-step tutorials from the Black British creators who originated the look, and renditions from the American creators inspired by them. Taking cues from the classic "soft glam" routine, UK Black girl makeup is a full-coverage method that appears effortless: think brightly buffed undereye concealer, a precisely blended (and yet seemingly undetectable) foundation finish, and a sultry lash.
With 13 million views on TikTok and counting, the #UKblackgirlmakeup hashtag is home to thousands of videos highlighting the trend. While they shouldn't have to, "UK Black girl makeup" is the viral beauty trend helping Black creators bridge the unnecessary gap for themselves. Despite the boom in new brands and products, Black makeup-lovers still lack ample representation, shouldering the burden of fighting for their own visibility on shelves and screens alike. The beauty industry is in its global gold rush, having exploded into a multi-billion-dollar business throughout the past decade.
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