Inside the World of Black Beauty Creators on TikTok
Three creators reveal the realities of Black beauty on TikTok—community, inspiration, and the quest for representation.
As TikTok cements itself as a global platform for creativity and influence, Black beauty creators have emerged as powerful voices in the digital beauty space. With authentic perspectives, inventive hair tutorials, and candid commentary on representation, these creators are not just keeping pace with viral trends—they are setting them. In this comprehensive feature, we delve into the experiences of three rising TikTok stars—Brinkley Garner, Deja Zhane, and Makalya Did—exploring the nuanced realities, unique pressures, and triumphs of shaping the beauty narrative online.
Meet the Creators
- Brinkley Garner (@Its.Brinkley, 274.4K followers): Known for her viral hair transformation videos and positive energy.
- Deja Zhane (@deja_zhane, 229.1K followers): A content creator blending creative makeup looks, skincare advice, and reflections on self-expression.
- Makalya Did (@makalyadid, 371.5K followers): Offering bold takes on beauty conventions, with a focus on honest, unfiltered reviews and hair styling for natural textures.
Embracing Authenticity and Confidence
The journey for many Black beauty creators on TikTok begins with the celebration of self—hair, skin, and all. Brinkley Garner’s story exemplifies the importance of trusting your instincts in the face of uncertainty. In May 2020, when jawline-centric videos were trending, Brinkley filmed a simple video highlighting her profile. Despite her boyfriend’s hesitation, she posted it—and it became her breakout viral moment.
As her audience grew, Brinkley leveraged her platform to experiment with celebrity hair routines, molding her 3b/3c curls into diverse, creative shapes. She describes the transformation as taking her hair from “dusty” to polished—a process viewers found both relatable and inspiring. This authenticity resonated deeply, leading to brand partnerships and a dedicated community hungry for hair inspiration that fit their own textures and stories.
Representation and the Power of Visibility
For content creators like Deja Zhane and Makalya Did, representation is at the core of their work. Across TikTok, beauty trends and influencer partnerships have historically centered Eurocentric standards. By showing their natural skin, textured hair, and makeup looks designed for deeper tones, these creators deliberately counter a lack of diversity and elevate new standards of beauty.
- Deja Zhane uses her platform to demystify skincare and makeup for women of color, urging followers to embrace features often excluded from mainstream campaigns.
- Makalya Did is known for “keep it real” product reviews and behind-the-scenes commentary on navigating the industry as a Black creator.
Both stress the importance of seeing yourself reflected on screen. As Makalya explains, “When you see someone who looks like you taking up space, it makes you feel you belong there too.”
Challenges: Navigating Inequity and Platform Bias
While TikTok provides unprecedented reach for marginalized voices, challenges remain significant for Black beauty creators. Monetizing content, securing brand sponsorships, and even achieving organic reach is often more difficult compared to white influencers—despite similar or higher engagement levels.
What others are reading
- Algorithmic Bias: The TikTok algorithm has been criticized for suppressing videos from Black creators, affecting both visibility and growth opportunities.
- Tokenism vs. True Inclusion: Brands may approach Black creators only during high-visibility months (e.g., Black History Month), rather than forming sustained, meaningful relationships year-round.
- Trolls and Harassment: Racially motivated trolling and negative comments remain persistent issues for many creators.
Each of the three creators has felt these pressures. However, they note that support from loyal followers—and each other—provides crucial encouragement to keep going.
Setting Trends: Creativity, Hair, and Makeup
The innovation at the heart of TikTok’s Black beauty community is unmistakable. From testing bold hair dyes to demonstrating intricate braid patterns, creators share genius beauty hacks and style ideas to empower their audiences.
Hair Transformation Tutorials
- Brinkley Garner showcases step-by-step routines for transforming undefined curls into glossy, well-shaped ringlets.
- Videos often address common queries—such as maintaining curl pattern, detangling, or adding volume without heat damage.
- Tips for hydration, protective styles, and minimizing breakage feature prominently.
Makeup for Deeper Skin Tones
- Deja Zhane demonstrates foundation matching, highlighting brands that offer adequate shade ranges for Black skin.
- Makalya explores bold colors, graphic liner, and shimmer—showing how trends can be adapted beyond “traditional” looks.
- All three creators stress the value of makeup as creative self-expression rather than a mask.
The Community: Collaboration and Support
Isolation is a real risk when building an audience online, but TikTok’s beauty creator community offers a sense of solidarity. DMs, duets, and group chats bridge the physical divide, providing space for creators to uplift each other and share advice on partnership negotiations or dealing with trolls.
Some highlights:
- Duet videos and challenges: Creators hop on trends together, boosting each other’s visibility and fostering fun collaborations.
- Mentorship: More established creators often mentor newcomers, especially those struggling to gain traction.
- Advocacy: Joint efforts push platforms and brands toward better inclusion—campaigning for shade range expansions, algorithm reforms, and anti-harassment protections.
Changing the Beauty Industry—One TikTok at a Time
Thanks in large part to creators like Brinkley, Deja, and Makalya, brands are beginning to prioritize authenticity and inclusivity in their campaigns. Many haircare and makeup companies are expanding product lines to better serve textured hair and deeper skin—joined by initiatives to diversify marketing imagery and ambassador programs.
Even beyond product launches, storytelling is shifting. Brands increasingly collaborate with creators not for a single campaign, but as partners in product development, content brainstorming, and community engagement.
Personal Growth and Impact Beyond Beauty
For these creators, TikTok is about more than followers or likes. It’s a space to affirm self-worth, inspire others to embrace their individuality, and open up conversations on identity, cultural heritage, and mental health.
- Brinkley has received DMs from young women expressing new-found confidence in their natural hair after following her tutorials.
- Deja’s candid discussions of skin struggles help normalize real, imperfect faces in a space often dominated by filters.
- Makalya’s transparency on industry challenges gives aspiring creators a realistic picture of what building an online presence entails.
Key Takeaways: Advice from the Creators
- Ignore the naysayers: Brinkley credits her viral moment to not listening to doubters and trusting her own creative instincts.
- Emphasize connection: Deja stresses the importance of building a genuine bond with your community—audiences value realness over perfection.
- Stay persistent: Makalya’s growth is a testament to not giving up, even when algorithm changes or slow periods threaten to derail momentum.
Trends Shaped by Black Creators in 2025
| Trend | Key Elements | How Black Creators Influence |
|---|---|---|
| Project Pan & Responsible Beauty | Finishing products before buying new ones; eco-conscious routines | Showcasing realistic, minimalist routines and affordable hacks |
| Drugstore Haircare Resurgence | Affordable shampoos, before-and-after results | Demonstrating results on textured hair, breaking luxury myths |
| Matcha Skincare | Anti-inflammatory, natural ingredients | Exploring new ingredients suited for deeper skin tones |
| Mascara-Free Looks | Natural lashes, bold brows, “tired girl” aesthetics | Experimentation with minimalism; encouraging skin-first approaches |
Frequently Asked Questions (FAQs)
Q: What are the most important lessons for Black creators on TikTok?
A: Embrace your unique perspective and recognize the importance of representation. Building a loyal community takes time, resilience, and authenticity.
Q: How do Black beauty creators address lack of diversity in mainstream beauty?
A: By intentionally showcasing their natural features, creating content that speaks to neglected audiences, and advocating for broader inclusion in brand campaigns and product offerings.
Q: What impact do creators have on beauty trends?
A: Black creators often set trends in hair, skin, and makeup, inspiring product launches and shifting perceptions in the industry. Their tutorials and reviews influence not only consumer buying habits but also how brands develop new lines.
Q: What are common challenges faced?
A: Algorithmic bias, reduced access to sponsorships, and online harassment. However, growing community support and brand accountability are helping to address these barriers.
Q: How can followers best support Black creators on TikTok?
A: Engage with their content (likes, comments, shares), advocate for them in brand campaigns, and support their businesses or collaborations.
References
- https://www.accio.com/business/beauty-trends-tiktok
- https://www.cosmopolitan.com/style-beauty/beauty/a35382488/tik-tok-brinkley-garner-deja-zhane-makalya-did/
- https://www.youtube.com/watch?v=Mbmf5Nz-5z8
- https://nellyrodi.com/en/tiktok-beauty-trends-april-2025/
- https://www.hellomagazine.com/hfm/beauty-trends/517267/tiktok-beauty-trends/
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