Mascara Disposables, DEI Cuts, and Corporate Shenanigans: Let’s Get Into It
Before You Shop Another Big Brand, Read This…
Inspired by Summer D’on of Don Cosmetics (Beauty & Business Enthusiast) and Tabitha Brown of Donna’s Recipe (Actress, Vegan Lifestyle Advocate, Author, and Entrepreneur).
Hey y’all,
Let me just say this wasn’t the warm, fuzzy intro blog I planned to write for my website. I imagined starting this thing off with some feel-good vibes—maybe tips on building your dream kit, perfecting your client experience, or sipping mimosas while setting boundaries in your business. But no. Here I am, spiraling over Target, Meta, Amazon, you name it, while only wanting to decide whether to click "checkout" on a cart full of freaking mascara disposables.
Now, before you start thinking, “Is this only for beauty professionals?”—let me stop you right there. Yes, I am a makeup artist, so I’m speaking to other creatives and professionals in my industry. But I promise, by the time you’re done reading this, you’ll see that this message applies far beyond beauty. It’s about our money, our choices, and how we as a community can start making waves—no matter what field you’re in. Stick with me, and I promise it’ll be worth it.
This blog isn’t here to rattle off numbers and statistics—it’s here to get real about what’s happening right now. It’s about putting a spotlight on what’s been going on, acknowledging the stress and confusion that comes with it, and figuring out how we can start building toward better solutions. This isn’t just a vent session—it’s an invitation to reflect, adapt, and take the first steps together.
The Ril Talk
First off, if you’re a beauty professional, especially a Black beauty professional, navigating the business right now feels like one long episode of Black Mirror. The apps we use to promote ourselves (hi Instagram, Facebook, TikTok), the stores we shop from (yes, I see that Amazon Prime cart), and the other platforms we rely on (lookin’ at you, SHEIN and AliExpress)—they’ve all been hit with scandal after scandal, year after year. And whether you’re just starting or you’ve been in the game for a while, it’s overwhelming, frustrating, and honestly? Just plain exhausting!
How We Got Here
A lot of this shook the table when the new president took office and wasted no time signing orders that sent ripples through several industries. Companies didn’t just scale back their diversity, equity, and inclusion (DEI) initiatives—they started pulling the plug altogether. I’m looking at you, Target. DEI programs? Slashed. Transparency? Conveniently swept under the rug.
Meanwhile, big names like Amazon and SHEIN are still occasionally making headlines—for all the wrong reasons. From underpaying workers to blatantly copying Black creators, they’re giving us every reason to side-eye our carts. And don’t even get me started on TikTok’s rocky relationship with its creators of color—it’s giving “seen but not supported.”
For us beauty professionals, this isn’t just another trending topic; it’s personal! Whether we’re sourcing products, promoting our services, or building a community, we’re putting our time, money, and energy into systems that consistently fail to value us or our contributions. And for Black beauty professionals? It’s like fighting two battles at once: proving your worth in an already competitive industry while trying to navigate spaces that show time and time again they’re not built with you in mind.
To the Professionals Feeling Confused or Scared—You Are Not Alone
Let me take a moment to say this: It’s okay if you’re feeling frustrated, scared, or straight-up conflicted about where to shop and how to promote yourself. Same here, friend. Trust me, I’ve been there—proudly shopping at Target for the brands I love while also making it a point to support Black-owned businesses and local gems like Norcostco here in Atlanta. (Side note: Norcostco is that girl for beauty pros in Atlanta.)
The reality is, while these big companies are convenient, they very much so also undermine our dollars. That’s why now is the time, more than ever, to pause, research, and—whenever possible—choose alternatives that align with your core values.
What Can We Do Right Now?
Focus on Black-Owned Brands and True Industry Allies.
When you shop with big companies, go straight for the Black-owned brands on their shelves or in their online directories. Spend your dollars where it makes the most impact. And if you need specific beauty supplies, such as containers, disposables, brushes, and other tools, skip Amazon or SHEIN and think about local shops and other online businesses like Norcostco in Atlanta (again, a gem with a website!). Out west in California, there are a few amazing spots like Naimie’s, Nigel Beauty Emporium, and Frends Beauty. In New York, check out Artist Kit Company, founded by Professional Makeup Artist Van Khai Troung, and The Kitpak, created by Marc and Disco. For bags, I know several artists who swear by Relavel Bags as their go-to for professional kits—consider shopping directly from their website instead of Amazon. And let me not forget Camera Ready Cosmetics, who like most names listed above, have ‘PRO Discounts’ for working artists. You better save you some coins!
These businesses may not all be Black-owned, but they are true representations of what this industry needs: support, quality, and community. Remember to do your research before you click check out. Before hitting that buy button, ask yourself: Is there a local business that sells what I need? Can I find a Black-owned brand that offers something similar if not better? A little extra time can go a long way in redirecting your dollars to places that matter.
Rethink Your Relationship with Social Media.
Yes, Instagram and TikTok are free. A lot of social media apps are absolutely free! But let’s be real—they’re not built equally for all of us. If you’re feeling drained by algorithms that seem allergic to showing your content, it might be time to shift focus. Use these platforms as tools, not homes. Funnel your followers into an email list or private community where it’s just you and them. That’s where the magic happens.
Think of social media like billboards on the side of highways and major intersections—they’re meant to get eyes on the showcased media, driving people to call the listing numbers, visit websites, or shop at stores. These tools aren’t the end goal—they’re the attention-grabbers that lead people to your real value.
Now, if your social media isn’t working for you, it’s time to buckle down and research a new approach. Don’t confuse low engagement with a lack of talent or artistry. Sometimes, a small adjustment—like tweaking your bio or being more consistent in showing up—could be the missing piece that gets more eyes on your content and dollars in your pocket. Reevaluate your strategy, and don’t shy away from trying new posting styles. I’m not saying to follow every social media guru’s advice, but if someone’s sharing proven gems backed by results, take note and apply what works for you. I’m assuming you’ve already been taking notes wink wink, so I’ll tag a few of my favorite content creators for your notes.
Some of my fave Content Creators, Social Media Coaches, and Influencers:
I draw inspiration not only from the information and gems they share but also from their style and aesthetic. I pay attention to how, post after post, they connect authentically with their audiences across different platforms. It’s fascinating to see how they focus on selling themselves or the experience rather than overselling a product or service. I deeply admire how personal branding is always at the forefront of everything they do.
Discover a New Platform That Feels Like Home
If you’re looking for a social media platform that feels like home, Spill is it. Since gaining access in July 2023, I’ve experienced a space like no other—a community rooted in inclusivity, creativity, and authenticity. Created by a brilliant team of Black innovators, Spill is for us, by us, and its welcoming, family-like vibe makes all the difference. In the app, we call each other "cousins", and the bonds formed here are real, extending far beyond the app itself. From virtual Tea Parties where we chat about mental health, watch movies, or even play Spades, to in-person meetups in cities like LA, New York, Houston, and Atlanta (shoutout to ATL for holding it down!), Spill has cultivated a culture that celebrates connection and joy.
Whether bonding over art, memes, music, or meaningful conversations, the energy on Spill is unmatched. It's a place to show up as your true self, engage respectfully, and become part of something bigger. Unlike other platforms, Spill isn’t about chasing likes or feeling the constant pressure to sell yourself day in and day out. It’s chill, laid-back, and truly about connection and originality. You can casually promote your business, services, and products in a way that feels natural—no overselling, no stress, just genuine engagement with a community that values authenticity.
When you join, search #ATLSpill or find others in your area to connect with, and be sure to mention me!
Protect Your Mental Health.
I’m going to keep this real simple! Social media can be a lot, especially when it feels like the odds are stacked against you. Batch create and post on your own schedules. Prioritize breaks. Unplug when you need to. And be intentional about what you’re consuming, sharing, and where you’re investing your energy—whether it’s your time, your attention, or even your data.
Start Building Community.
If you haven’t already, now’s the time to create your own space. Whether it’s an email list, a private community on the Mighty Networks app, a subscription-based platform on Patreon, or a group chat on Slack or Discord, getting your people into a space where it’s just you and them is essential. Social media is great, and when you know how to freak it, amazing things can happen—but owning your audience? It’s the ultimate power move!
And I have the perfect one-of-a-kind resource to help you do just that: BeautyPro Funnels (BPF). Created and spearheaded by Tiyana Robinson, a trailblazing Black woman in the beauty industry, this platform was designed specifically for beauty professionals who are ready to take their business to the next level.
Here’s why BeautyPro Funnels stands out:
Tailored for Beauty Pros: Unlike generic tools, BPF was built with our industry in mind. It’s designed to help you attract, nurture, and convert your audience with systems that actually work for your beauty business.
All-in-One Platform: Manage your email marketing, booking systems, client communication, and more—all from one place. No more juggling multiple tools or platforms.
Proven Strategies: Tiyana’s guidance is rooted in her extensive experience in the beauty industry, and she provides resources that actually deliver results. This isn’t just theory—it’s tried-and-true strategies for growing your business.
Community-Focused: Beyond the tools, BPF connects you to a network of like-minded beauty professionals. It’s more than just a platform—it’s a movement!
My Personal Experience with BeautyPro Funnels
Baby, when I tell you this software is worth every single penny and more, I am not exaggerating! Forget the hassle of juggling multiple platforms. From building your sales funnels to creating custom links, landing pages & websites, conducting email marketing, calendars & schedulers, drafting contracts & invoices, blog sites, social media planning, and even e-commerce shops for physical & digital products—BPF has everything you need. You might as well just forget the other apps I mentioned above (i.e., Mighty Networks and Patreon) because guess what?! You can even build your own communities directly through BPF. This software is absolutely life-changing, and remember, it’s Black-owned!
I’ve been using this system for the past few months, and let me tell you…I’ve completely phased out platforms that we all are probably familiar with—like Acuity Scheduling, ConvertKit, and Flodesk.
Take a tour here and see for yourself how this transformative resource can help you create a space that’s entirely yours. Whether you’re just starting out or looking to refine your systems, after watching the tour, making that investment into BeautyPro Funnels should be a no-brainer. Bonus incentives included!
If you have any questions about the software, feel free to hop in my DMs—I’m happy to share more!
Shopping Black-Owned: Building Community Through Patience and Support
When it comes to shopping Black-owned, it’s important to approach brands with a lot of patience, understanding, and compassion. Many of us have grown accustomed to the convenience of big companies—Amazon Prime’s two-day delivery, Target’s $5 gift cards with purchases, and 24/7 customer service. But for most Black-owned businesses, the reality looks different. Many are ran by small teams, sometimes just one to ten people, balancing everything from product creation, shipment, and customer service.
This doesn’t mean we shouldn’t hold them accountable for quality—our community deserves excellence—but we need to balance that with grace. Shipping might take longer. Customer support may not respond as quickly. The person running the business could be a parent juggling family responsibilities while working tirelessly to keep the business afloat. Every purchase we make is an investment in their livelihood and, in many cases, their family’s.
As a community, we can’t afford to let one or two mistakes define an entire business or diminish their potential. Offer respectful feedback when it’s needed and leave positive reviews when you’ve had a great experience. Those reviews can be lifelines, helping others discover these businesses and giving them a fighting chance in a competitive market.
It’s also important to recognize the challenges Black-owned businesses face. Small businesses often pay more for outsourcing, which can make their prices higher than larger companies that benefit from economies of scale. Additionally, funding for Black businesses—through loans, grants, or investments—isn’t nearly as accessible as it should be. If you see potential in a business and have resources to share—whether that’s knowledge, mentorship, or connections—extend a hand.
Supporting Black-owned businesses is about more than just transactions; it’s about building wealth within our community and creating the kind of convenience we’ve been taught to seek elsewhere. This won’t happen overnight—it may take years—but every purchase, every recommendation, and every bit of support brings us closer. It starts here, with conversations like this, and with each of us taking intentional steps to uplift and sustain each other.
And to my fellow Black business owners reading this: Let’s also hold ourselves accountable. Practice better customer service—be clear about what you can deliver, and don’t make promises you can’t keep. If something goes wrong, acknowledge it, apologize where needed, and find a way to make it right. These moments of accountability build trust and loyalty, even when mistakes happen.
It’s also time to get serious about finances and budgeting. Knowing your numbers isn’t optional—it’s essential. Invest in your business, whether that’s upgrading your tools, hiring help, or putting money into bomb-ass marketing that gets your name out there. People can’t support what they don’t know about, so make it a priority to show up and show out in your own unique way. By now, I hope you understand that the future of Black-owned businesses depends on our collective commitment to excellence, accountability, and growth.
Closing Thoughts
This isn’t about boycotting everything or cutting ties with big companies completely (just yet)—it’s about making thoughtful, intentional choices that align with the kind of change we want to see. Not everyone has the same lifestyle, resources, or flexibility to avoid larger corporations, and that’s okay. Please understand that boycotting an entire store or company can pose a significant threat to Black-owned businesses that are still under contract and operating within those spaces. These businesses rely on our support to thrive, even when they’re part of larger corporations. Supporting them where they exist is crucial to ensuring their success and longevity. The goal isn’t perfection—it’s progress. I highly recommend watching the two videos at the very bottom of page, which ultimately inspired this blog, and use them as reference on how to shop in a way that can make a great impact.What truly matters here is that we start being more deliberate with our spending and our voices.
Let’s make it out the group chat, y’all—like that family reunion or vacation we keep planning but never actually make happen. Every time we choose a Black-owned business, recommend a small shop to a friend, or leave a positive review, we’re planting seeds for a stronger, more self-sustaining community. These actions, no matter how small, contribute to the kind of impact that creates real, lasting change.
If someone isn’t ready to make the same changes, offer them kindness and understanding. Educate when you can, but respect their choices. Not everyone will shift at the same time, and that’s part of the process. Instead of frustration, channel your energy into supporting those who are ready to make a difference.
By amplifying the voices of Black-owned businesses, sharing resources, and supporting local stores, we’re creating a network of strength and solidarity. The journey of change isn’t instant, but it starts with each of us taking a step—one thoughtful decision at a time.
If you made it this far…thank you so much for reading!
Until next time,
April, Your Beauty Experience Coach
Summer D’on of D'on Cosmetics (Beauty & Business Enthusiast)Tabitha Brown of Donna’s Recipe (Actress, Vegan Lifestyle Advocate, Author, and Entrepreneur).In the Meantime, Between Time, Here’s Where I’m Shopping
This list is just the beginning! Take some time to discover Black-owned and local makeup shops in your area—many offer options for both in-person and online shopping.
