This Beauty Ad Is Rethinking Stereotypes

No more ethnic aisles.

Image via: YouTube

The beauty industry has a big role to play when it comes to the widespread, often hurtful aesthetic standards we all face on a daily basis.  These have far reaching effects that disproportionally target women of minority cultures, politicizing their choice to cover up or not, or how they wear their hair.  We've made it a mission of ours to dispel these harmful, prejudicial pressures, which is why we were incredibly moved by the new ad for SheaMoisture, a family-owned hair care brand catering to women of colour.

In its first commercial, released earlier this week, the brand explores the segregation of beauty products at the drugstore, highlighting the ways that having a seperate 'ethnic' aisle can have deeply hurtful effects. SheaMoisture refuses to be outcasted by white-normative beauty standards with their new #BreaktheWalls movement, pushing back against the aisle divide and by extension, biased narratives that exclude women of colour from being considered 'beautiful.'  In short all beauty = real beauty.



Get the scoop on why we need to talk about diversity in the modelling industry over here, and while you're at it, head this way to get real with us about using feminism to sell beauty products.


ABOUT THE AUTHOR
WHO: Tia, Editor at Couturesque magazine
WHERE: Toronto (NYC-bound this August!)
OBSESSED WITH: 70s style Aviators
LISTENING TO: Roses - The Chainsmokers
CAN BE FOUND AT: @tia.elisabeth

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I founded Couturesque Magazine when I was 15 years old because like many of my peers, I felt ignored and talked down to by all of the other teen fashion publications out there. I figured that at the end of the day, the people who knew the most about my generation, were the people who belonged to it. The fashion industry is becoming increasingly dependent on the creativity of younger voices who challenge the status quo and make us rethink what we wear and why we wear it. And that is exactly what Couturesque set out to celebrate - authenticity, intelligence, originality, and diversity... in other words, what makes Gen-Z tick. Fast-forward to 2016 and we now have a staff of more than a dozen fashion distruptors contributing to our daily content from all around the globe, 100K+ readers following us from Toronto to New York, to London, Copenhagen, Berlin, Tokyo, and Tel Aviv, and a plethora of big-wig industry fans and collaborators. But what matters to us the most is the responsibility that our publication has to make a positive impact in the lives of those who come across it - we stand against retouching our photoshoots and we stand for sharing the beautiful, individual, complex voices of everyone, especially those who feel marginalized by mainstream fashion media. We hope that you love our site as much as we do and that you take the time to follow us (Facebook / Twitter / Instagram / Pinterest / Tumblr / Snapchat / YouTube) throughout our journey to make fashion accessible to the powerful young adults of today.

xo,
Tia Elisabeth Glista
Editor in Chief