UK’s First ‘Black Beautycon’ Proves Women of Colour come in All Shades of Beauty

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.

The display caught the attention of the whole venue as well as passers-by on the street. The ladies, ranging from size 6 to size 16 were dressed in flesh coloured bodysuits and underwear from women of colour focused lingerie brand Nubian Skin.

Around 2,000 fans, beauty enthusiasts, influencers and microbloggers attended the event ahead of the Notting Hill Carnival to meet online idols in beauty and hair and engage with their favourite brands known for catering to women of colour.  Highlights of the event included live interactive workshops including a hair workshop led by celebrity stylist Kevin Shanti who received online acclamation from presenter Maya Jama for his colourful unicorn lace wig creation on popular influencer Mariam Musa.

Sponsors of the event included Palmer’s, Cantu and Schwarzkopf who ensured all guests went home with their products in their goodie bags.

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.”

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