A brand new hair and beauty show hailed as the UK’s first ‘Black Beautycon’ hosted a hugely successful two day expo at London’s iconic Lindley Hall. Celebrating the diversity of women of colour with the launch of their #MyShadeMatters campaign were some of the most influential figures in the beauty industry including Vogue’s Contributing Editor, Funmi Fetto, Sharmadean Reid MBE and body positivity ambassador and author, The Slumflower (Chidera Eggerue).
Challenging the widespread homogenized notion and lack of diverse representation of black women (with John Frieda being the latest brand under fire), Shades of Beauty Live celebrated real women of different complexions and sizes in a visual campaign to empower those often marginalised by mainstream media and society in general.
Shades of Beauty Live Co-founder Christina Adesina said:
“So often we are fed images of the quintessential woman of colour who is usually very slim, has a caramel complexion and loose curly hair. This sends a detrimental message to young girls and women who do not fit that ideal. I want my young dark skinned daughter with 4C hair to love the skin she is in and know that she is beautiful, hence #myshadematters and our event Shades of Beauty Live.”