Women are not born knowing how to do a flawless cat eye or a shadowy, smoky eye, so they often turn to makeup tutorials on YouTube. A search for “smoky eye” pulls up endless videos showing how to perfectly blend eye shadows to achieve the look.
But what if you had dark skin and most of the videos showed lighter-skinned women applying hues that would make you look as if you had a black eye? What if you couldn’t relate to these women, because you couldn’t see yourself in them?
The answer to that is also simple: You make your own YouTube channel.
The women, all self-taught, turn on their cameras at home, and show us how to put on foundation, apply lashes and highlight our cheekbones, step by step. They teach us what tools to use and which hair products work.
“I think everyone looks for someone that looks like them,” Ms. Tang said. “I was definitely looking for that, especially on YouTube, and it was hard to find tutorials on products for women with deeper skin.”
The beauty bloggers provide darker-skinned women with something they may not have a tutorial for: the confidence to wear bold colors, to stand up to haters, and, more important, to choose how they present themselves.
They try different makeup brands to show that they do work on dark skin or, of course, that they don’t. They teach women not to be afraid of color, like red lipstick, bright yellow eye shadow or holographic highlights.
Their videos and social media posts are finding an audience of black women who are ready to spend money on beauty products, studies show, but have few choices to pick from.
“Most beauty launches never worked for me,” Ms. Tang said.
“A lot of times they don’t want to take the time to make the product,” Ms. Veloz said, adding that beauty companies often treat women with darker skin as “an afterthought.”
“Dark-skinned women are always kind of at the bottom of the totem pole,” Ms. Aina said. “I don’t understand that.”