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Here's Why MAC's Ramadan Makeup Tutorial Is Polarizing Twitter

Makeup tutorials are hugely popular on YouTube, so an integration where you can try on the suggested looks yourself makes a ton of sense. The video will continue to play as you scroll through the various lipstick shades below, applying the different colors to see which one works best.

Unlike some of the filters in social apps like Instagram and Snapchat, the colors are evenly aligned with your lips and not bleeding out the edges. The result is a very natural look. The program connects brands with YouTube influencers who then market their products as paid sponsorships. Those who did were fairly engaged, spending more than 80 seconds trying on virtual lipstick shades. Veloz exclaims.

YouTube just launched a new AR feature for the users

Davis said. For Jerrod Blandino, the co-founder and chief creative officer of Too Faced, it took a personal experience to realize that his brand might not be doing the most it could for women with darker complexions.

M·A·C Cosmetics (@maccosmetics) • Instagram photos and videos

When he found out that a family member with deeper skin had to mix two products together to achieve proper foundation coverage, he asked Ms. Aina for help.


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Too Faced released an expanded foundation line in collaboration with Ms. Aina earlier this year. Aina said, adding that when companies do not reach out to darker-skinned women to learn about their skin, both the companies and their customers miss out. Balbier said.

Makeup Tutorial: Smokey Eyes (MAC Cosmetics)

But she said she believes some brands are starting to understand the importance of making dark-skinned women more visible. Blandino, too, believes makeup companies are moving toward the ideal. He stressed that the industry must make inclusivity a lasting priority. Blandino said.

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In , it is nearly impossible to have a conversation about beauty brands that cater to women of color without bringing up Fenty Beauty. The year-old makeup line created by Rihanna began with 40 foundation shades, at least 10 of which are for dark-skinned women.


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  • The brand was praised for being inclusive to women of all shades and stores ran out of stock after the initial launch. If the demand and spending power is there, why are so few companies willing to make the products? Beauty bloggers have built up a rapport with women who feel that makeup brands have forgotten them.

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