For as frequently as Youtube stars label themselves as “New Media”, sometimes the prominence and popularity of YouTubers who fit neatly into the box of “White-Cis-Hetero” feels like a reiteration of the same standards “Old Media” has established. Diversity within spaces is important, especially within the beauty community which can sometimes feel like an echo-chamber. Here are 7 beauty gurus who serve to expand the identities represented online, while also creating incredibly likable content!
Dina’s videos range from vlogs about her attending the BAFTAs, face mask reviews and hijab styling tutorials, all of which maintain her unique, warm-hearted voice. She’s also incredibly open about experiencing discrimination, making videos that chronicle her experiences as a Muslim woman in a world where hijabi women are treated with increasing levels of hostility.
Ingrid has been a YouTuber since 2009 and has amassed a substantial following online with her videos about lifestyle and beauty. Ingrid made headlines in 2015 when she came out in video that would eventually go viral; since then, she’s consciously committed herself to honestly discussing what it’s like to be LGBTQ+ in society, as well as discussing her experience growing up in a mixed family.
Asia’s videos are both informative and deeply fun to watch, her talent for showcasing great products and ideas mimicking her effortless ability to showcase her engaging personality. Asia is half-Black, half-Filipino and has made videos talking about her relationship to her race, as well as touching on the subject of colorism.
The Pastels are a group of three friends making vlogs and tutorials, who in addition to having cool style are incredibly forthright about their lack of desire to conform to beauty standards. Their videos are fun, their makeup is great, and their candor about the ways in which being a WOC in white dominated spaces can be challenging is awesome.
In addition to the pervasive whiteness of popular beauty YouTubers, occasionally it can feel as though every beauty guru is doing the same type of makeup over and over again. Twins Meghal and Natasha are portrait photographers who have used their creativity to create interesting makeup looks based off of their favorite runway or red carpet looks. Meghal and Natasha have been open about the fact that they couldn’t find anyone with their skin tone doing runway makeup so they decided to fill that void and have been making wonderful videos since!
Stef Sanjati makes great makeup tutorials and equally great advice videos about her transition. Whether the topic is her facial surgery, hormones or her favorite eyeshadow palette, Stef has an openness about her that is as admirable as it is supportive. She does a excellent job of unpacking complicated ideas, offering up her experiences as a means of educating her audience on important issues.
