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Savannah Green

From Niche to Mainstream: The Popularization of Women of Colour’s Beauty Trends on TikTok

Biography

Hello!

My name is Savannah Green, and I am a fourth-year Professional Communications student minoring in Public Relations. This year, I had the opportunity to serve as an Industry Lead for the Signify Showcase, where I worked with a fantastic team to identify and connect with professionals who aligned with the interests of our students. This experience was not only enjoyable but also a valuable learning opportunity.

My academic journey at TMU, along with my professional experiences, has fueled my passion for accessibility in design, writing, and corporate communications.

For my research project, I am focusing on equity, diversity, and inclusion, exploring how social media significantly influences our actions. Moving forward, I plan to continue learning and growing within the communications industry.

Details of Project

My research project explored four major beauty trends common among women of colour that have been popularized on TikTok. TikTok refers to these trends as Sticky Bangs (laying edges), Mamma Mia Hair (Afro twist-out), Brownie Glazed Lips (lining of the lips), and the Clean Girl Aesthetic (slicked-back hair with little to no makeup commonly seen in South Asian communities). I have identified 69 posts that included the names of these trends, and, through content analysis, I have distinguished three video types. This includes: videos that portrayed these trends, videos mocking the trend and videos that spoke about how unfair the media is when it comes to women of colour in the beauty space. A major finding in this research is that the media prioritizes beauty content that fits Eurocentric beauty standards. These trends that were common for a long time among women of colour have been reintroduced to the digital beauty space and portrayed as a technique that is innovative and native to White beauty influencers.

These findings highlight the importance of recognizing and celebrating the diverse beauty trends originating from marginalized communities. They reveal a need for equitable representation in the beauty industry, where women of colour should be acknowledged for their contributions. By amplifying authentic voices and promoting inclusivity, we can challenge Eurocentric beauty standards and foster appreciation for all forms of beauty.

Lightning talk

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