I’ve always loved makeup. There’s something magical about the way a bit of colour here, a little highlight there, can transform your look—and your mood. But I’ve also always been conscious about wearing too much. In a world shaped by Eurocentric Beauty Rules, there’s often an unspoken expectation of what’s considered ‘too much’ or ‘too little. I could never abide the thought of being one of those women people whisper about for “caking it on.” For me, makeup has always been about balance: enhancing what’s already there while leaving room for my natural beauty to shine through.
Half the fun of raving or a night out isn’t just the party itself; it’s the ritual beforehand. It’s doing your hair, perfecting your makeup, and deciding on the right outfit. There’s a joy in the process of getting ready—a moment to connect with yourself and channel your energy into how you want to present to the world. Makeup, for me, has always been a way to express myself.
But despite the joy it brings, makeup comes with its complexities, particularly for Black women. From the products available to the trends we’re expected to follow, there’s no denying the Eurocentric slant in the beauty industry. And yet, Black women have always found ways to thrive in this space. We’ve known how to adorn ourselves for centuries.
The relationship between Black women and makeup didn’t start with contour palettes or winged eyeliner. It started long before colonization in the rich and varied traditions of African tribes. Across the continent, people have used makeup and adornment to express identity, share stories, and convey meaning.
In many West African cultures, for example, people used intricate facial markings made with natural pigments to signify tribal affiliation, social status, or even spiritual beliefs. In the Himba tribe of Namibia, women use otjize, a mixture of butterfat and red ochre, to cover their skin and hair. It’s not just about beauty—it’s a powerful cultural practice that connects them to their heritage and protects their skin in the harsh climate.
From ceremonial body painting to elaborate hairstyles adorned with shells and beads, Africans have always understood the power of self-expression. These practices weren’t just about aesthetics—they were deeply symbolic, denoting everything from age and marital status to rank within a community.
This history of adornment is something we carry in our DNA. It’s why Black women have such a natural knack for makeup. Despite the lack of representation in the mainstream beauty industry, we’ve always found ways to make it work. Even when Eurocentric Beauty Rules dictated narrow ideals, Black women have continuously innovated and redefined beauty on their terms. From blending the wrong shades to creating the right match to creating trends the world would later imitate, we’ve been innovators in this space long before it was “cool.”
Understanding this history reframes the way we approach makeup today. While there are undeniable issues with Eurocentric beauty standards, there’s also a sense of celebration and empowerment that comes with wearing makeup. For Black women, it’s not just about covering up flaws or fitting into a mold—it’s about enhancing and celebrating who we are.
I think about the bold lipsticks we wear that light up a room, the way we carve our brows to perfection, or the way we blend our eyeshadow with artistry and precision. Black women have taken makeup and made it our own, using it to highlight the features that make us unique rather than conforming to what society says we should look like.
And while the Eurocentric slant in the industry persists—think of contouring techniques designed to narrow the nose or “natural” looks that still lean into light skin and subtle features—we’ve found ways to push back. Brands like Fenty Beauty have shifted the narrative, offering shades and products that truly cater to us. But even before that, we were mixing, matching, and hacking the system to make makeup work for us.
Still, we can’t ignore the weight of Eurocentric beauty standards. The influence of Eurocentric Beauty Rules is deeply ingrained, shaping everything from foundation shades to the techniques promoted by major brands. They influence everything from the products available to the trends we’re told to follow. I can remember being told to “soften” my features with makeup—to make my nose appear smaller or to stick to neutral shades that wouldn’t draw too much attention. These subtle suggestions all stem from the same root: the idea that Afrocentric features are less desirable.
Yet, even as we navigate these pressures, it’s important to remember the truth: we don’t have to play by their rules. Makeup should be a tool for self-expression, not a mask, to make ourselves more palatable to the world.
Black women have always known how to adorn themselves. From our ancestors painting their bodies with natural pigments to us perfecting our winged eyeliner in the bathroom mirror, makeup has always been a form of art and expression.
So, are you living by Eurocentric beauty rules? It’s worth reflecting on. But remember, the power lies with you. Whether you choose a bold, colourful look or prefer a subtle, natural vibe, the most important thing is that it feels authentic to you.
And let’s not forget: every time we pick up that brush or lipstick, we’re continuing a legacy of adornment and self-expression that’s as old as time. So go ahead—embrace makeup on your terms, honour your history, and always remember that your beauty is undeniable, with or without it.
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