Thanks to Black Influencers, the Social Skincare Movement is Transforming Routines for the Better

It’s a universally acknowledged truth that the topic of skincare is more popular than ever. An industry once hyper-focused on pimples and anti-aging has grown to prioritize wellness and become synonymous with self-care. Once wildly personal, skincare has gone public, often verging on theater—whether it’s a faux-casual selfie of someone eating pasta while masking or a highly produced video of a celebrity washing their face and getting dragged for doing it badly.

” Skin of color, in its rich variation of tone and slowness to age, is seen as impenetrable and strong, much like the people who possess it. It’s a fallacy with complex ties to a system that has historically ignored Black people or purposefully denied them safe, effective care, and still makes it difficult for us to gain knowledge and achieve goals too.

“If you look at major print magazines before the advent of online beauty blogs, most skincare articles and product advertisements within them did not speak to women of color,” says dermatology resident Adeline Kikam, known as the @brownskinderm on social media. “We’ve just recently started talking about how to care for Black skin and hair on a national level.”

Roberts, who notes she is “the only esthetician followed by Barack Obama” on Twitter, has nearly 150K followers on the platform, many of whom look to her for guidance about achieving glowy, luminous skin. Her 60-second rule—which she says is an ideal time frame for allowing the cleanser’s ingredients to interact with your skin , has become so big it often loses attribution.

Kikam says this happens often and while she’s happy to be part of pushing the conversation, she’s cautious of her role in a highly commercialized space. “I think the information on skincare needs to be accessible and affordable across all classes and not come off as elitist and exploitative.”

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