You get creative with it. You beat that face with it. You spend hours on it. Sometimes you wear it, other times you don’t. You spend hella money on it. You wear it how you want to.  You love it. It’s yours.

What is it?

Makeup. Although it’s often thought of as shallow or senseless, the power of makeup is transformational, empowering, and pretty f*cking fun.

But what happens when you can’t find it?

Makeup, in all its artistic glory, can also be very marginalizing.

Unfortunately, we live in a world that places value on lighter complexions over darker ones; a world where the definition of beauty has only recently been slightly opened up to people of different genders, different skintones, and different facial features.

In a perfect world, there would be no one standard of beauty; we would embrace different complexions by being intentional about creating products that suit their needs and speak to them. And thats what the Color Consciously campaign is about. 

Beauty isn't one size fits all, and it shouldn't have to be. We should be able to celebrate ourselves, while also celebrating our differences so that makeup can be fun for everyone. Learn more about the Color Consciously campaign in the video below and use the #iColorConsciously to show how celebrate yourselves and others with makeup.