The controversy caused Fenty Beauty to follow protocol: pull the product from shelves, release a statement of apology, and a vow to “do better next time.” And Riri’s cosmetics brand isn’t the only one who has fallen into the hole of discriminatory behavior: Bellami Hair, Rituals, and Stila have all caught fire for actions we can only describe as ignorant. But, we never truly “cancel” these brands: instead we semi-forgive; forget; wait for the next controversial action of one of our favorite beauty brands; step and repeat.
While the tea is always piping hot, it’s become exhausting to watch some of our favorite brands do the same culturally oblivious mistakes over again. In the age of the “woke” society, shouldn’t these brands, well, be as woke as they claim to be?
Exhibit A: Fenty Beauty. The brand run by Rihanna is always held at the pedestal for doing inclusion the “right” way for their 50+ shade ranges of complexion products and all-inclusive ad campaigns, yet they made a major rookie mistake of fetishizing an aspect of Japanese culture. And with a quick google search, you can find that Rihanna’s appropriative behavior is far from new: she’s gotten heat for appropriating hispanic “Chola” eyebrows, blatantly copying Asian culture in the “Princess of China” music video, and caused a stir for her previous Vogue Arabia cover, which featured her dressed as ancient Egyptian goddess Nefrititi.
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Why has it taken us so long to call her out on her inappropriate behavior? Is it because we pick and choose who we’d like to call out, similar—but nearly as drastic—to the way others criticize Harvey Weinstein for his predatory behavior, but give men like Louis C.K. and Aziz Ansari some slack (even standing ovations) because they’re “cool” and “funny?” Or is it because we pick and choose which cultures are okay and not okay to appropriate?
I’ll be frank: the way we go about cultural appropriate behavior is bullshit, especially in the beauty community. I get that everyone—even Rihanna herself—slips every now and then, but by now these brands should be hypersensitive to the issue of cultural appropriation and discriminatory behavior. It’s fallen onto us—the consumers, the beauty writers, and the influencers—to keep these brands in check, when in reality they should have the common sense to do it themselves.
The lesson for all beauty brands: check yourself before you wreck yourself.