The #stayblessed heard all around the beauty community


alissa ashley


A few weeks ago Youtubers banned together for what’s being hailed as the B.O.M.B challenge. A challenge created to support Black-owned makeup brands. The issue is that most of the videos feature one or more companies that aren’t Black-owned. I’ll be the first to admit that it is a tedious, sometimes time consuming task to find out if a Black brand is actually Black-owned. Why? Because there are brands that go out of the way to create the facade of being Black-owned when they’re not and deeply bury the facts in jargon, manufactured storylines, and wordplay.

It’s annoying! You can successfully cater to Black women without making false claims of being Black-owned and still get the support of Black women (see CoverGirl, Black Radiance, Black| Up, African Pride, Dr. Miracle, Dark & Lovely, and countless other companies). Then you have the issue of perception. People finding the possibility of a Black brand not being owned, founded, or created by Black people being so far fetched and perplexed that they never consider the possibility. We can chat more about this later.

I’m not totally exclusive to shopping and supporting Black-owned only. I love a ton of brands and welcome diversity. But I do have a HUGE problem with people giving credit where it’s not due and continuing the cycle of misinformation. I understand the challenges we face creating something amazing just to have other people reap the benefits. Black-owned businesses face challenges our counterparts will never understand or have to deal with on so many levels. I have an issue when major publications like Cosmo, Glamour, and Marie Claire does it and it’s just as troubling when notable Black influencers does it… especially when the goal is to show support.

I saw a retweet from Youtube vlogger Alissa Ashley float across my timeline for her B.O.M.B challenge submission and noticed the clip featured a non-Black-owned brand. I didn’t bother to watch the video because my guess is that if you’re starting off with a makeup primer from a non-Black-owned that’s never claimed to be owned by Black people, one of the brands that’s been pretty transparent about their ownership, then you didn’t do an ounce of research. Not only did you skip researching the brands you’re featuring but you could probably give two-$hits about the subject at hand. You’re most likely here for the clicks and subscribers. I decided to retweet and comment “Black Radiance is owned by Markwins Beauty Brands (not Black-owned but still a great brand).”

This set off a $hit storm!

My motto is that I can be the sweetest most respectable woman you encounter or your worse nightmare. It’s completely up to you which side of me you want to deal with. I’ll let you take the lead and Alissa decided to be condescending, rude, and wrong with me immediately. Then she decided to encourage her followers to do the same and finally deleting her tweets. I guess she assumed I didn’t know what type of person I was dealing with. I’m very familiar with her type because the characters of the only beauty community don’t change. This heated exchange went on longer than it should but guess who had time that day. Alissa felt that I should have watched her video to see her disclaimer about some of the brands not being Black-owned. Girl. That is not how this works. Again, I’m the same with major publications and influencers are no different because you’re in a position to do what *ding ding ding* influence and spread information to possibly sway opinion. She was offended that someone would dare to give her correct information.


Fast forward to this morning.

Guess who’s being loud and wrong yet again? Her insincere support for Black-owned brands, elitism, and unprofessionalism came full circle for the world to see. This time she threw a tantrum by way of long catty texts messages to the press team (or owner) of Juvia’s Place because they wouldn’t send her their latest eyeshadow palette and she didn’t feel it was worth purchasing with the discount code that’s being offered. This is business. Unless you have a contract that says otherwise you are not entitled to products or services on a continued bases from a company at their expense. This should be common knowledge. The fact that she didn’t see an issue purchasing Kylie Jenner products but doesn’t feel like she should have to do the same with a Black brand speaks volumes about her. The best part was Juvia’s Place response; a simple “thank you. Stay blessed.” And since Alissa decided to post the exchange herself it became the #stayblessed heard (well seen) all around the beauty community.


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