People have been patiently waiting and asking for Jackie Aina’s review of Huda Beauty Faux Filter Foundation. Although it launched weeks ago, as Allure reported in October, the YouTube star didn’t post her review until a couple days ago. In her latest video titled “IG Makeup Brands: Worth the Hype?!”, she explained what the delay was all about.
Aina started off by saying that for the longest time, she didn’t want to feature Huda Beauty’s new foundation — while, she explains, she has no doubts that the product is phenomenal, she nevertheless felt some reservations. “I have a hard time distinguishing when someone really truly does celebrate diversity and when they are pandering,” Aina said. In other words, Aina thinks Huda Beauty might just be trying to profit from the recent shift toward beauty brands offering more extensive and inclusive foundation shade ranges.
When the Faux Filer Foundation first launched, Aina thought the 30-hue shade range was amazing but wondered if Huda Beauty would begin to post more pictures of women “darker than tan…darker than Beyonce” on its Instagram. Revelist recently pointed out that the Huda Beauty page rarely reposts pictures or videos from black women. It reported that, in June, five out of Huda Beauty’s 229 posts featured people with dark complexions. In October, the count was 13 out of 297 posts.
Aina believes the reasoning for the lack of women with darker skin on the account might be the colorism in the Middle East. She mentioned her experience with it while living there in the past. Aware of the issues there, she went on to say, “I want to know if you just want the coins or if you really genuinely are trying to be a part of this movement.” As a consumer, she added that she would like to know which camp Huda Beauty falls into with its new foundation.