Using silence against problematic beauty brands
Next time you want to call out a racist brand - don't!
If you had a dime for every time a beauty brand did something racist or discriminatory, you’d be a millionaire. We’ve all had think pieces and criticism to give these brands (me included), but they don’t listen.
It’s time to fight back in another way.
We’re leaving them in the dust instead of putting them on blast. I’ll tell you why not giving them attention is the best way to fight back.
There’s no such thing as “bad” publicity
In politics, media, and Hollywood, there’s a tactic that’s as old as time: when someone or a brand isn’t popular anymore, they do something scandalous and deplorable to draw attention to themselves.
This strategy is repeatedly employed, from the Kardashians, to more tragic events, like when Black people are murdered by police. Following these incidents, there’s often an unsettling increase in support and donations to the involved officers, illustrating that negative publicity can boost a controversial fan base.
Donald Trump is another prime example of this phenomenon. Despite facing constant criticism and scandal, Trump’s ability to dominate news cycles with negative publicity has only strengthened his support among his followers. The idea that "no publicity is bad publicity" holds particularly true in his case, as he leverages every headline, good or bad, to remain in the public eye and rally his base.
Beauty brands that rely on negative views
This principle also applies to the beauty industry, where brands like Tarte have found themselves at the center of controversy so often it’s started to feel like a marketing tactic.
Last year, when TikTok influencer Bria called out Tarte for racism, the brand was rightfully criticized. However, the flood of think pieces and viral posts only served to keep Tarte relevant, with their products still on everyone’s radar despite their racist track record. Even when brands or individuals receive negative publicity, their audience will rally to support them.
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This is why it’s crucial to avoid giving attention to noninclusive beauty brands. The more we discuss them, even to criticize, the more power we grant them. Instead, by refusing to engage, we make it harder for them to remain relevant and accessible.
Reserve your platform for brands doing it right
Silence, in this case, is the most powerful tool. But it doesn’t stop there - you can rally behind the brands doing it right. Yes, MAC Cosmetics and Fenty Beauty are diversity titans in the industry, but there are a ton of overlooked brands doing inclusion right.
So here’s a loooooong list of complexion-inclusive brands to support, try out, review, and share with your platform:
What brands did I miss that are doing inclusion right? Share them in the comments.