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United States Jackie Aina is a beauty YouTuber and social influencer known for her advocacy for the visibility of people of color within the cosmetic industry, leveraging her platform to promote inclusivity and diversity in beauty standards.
Jackie Aina discusses her partnership with Mielle and provides advice for content creators on turning their passion into a business.
Jackie Aina's inclusive approach to beauty has attracted partnerships with various well-known brands, including Google.
Jackie Aina has partnered with Olay, among other well-known brands, for her inclusive beauty advocacy.
Jackie Aina's work in promoting inclusivity has led to partnerships with brands like Dior Beauty.
In July 2016, Jackie Aina teamed up with e.l.f. Cosmetics to create an eyeshadow palette.
After Aina expressed concerns about the limited shade range, Too Faced collaborated with her to expand its Born This Way foundation from 24 to 35 shades.
Jackie Aina has formed partnerships with Sephora.
In March 2017, Sigma Beauty released a set of five brushes created by Jackie Aina.
In December 2017, Aina launched two cosmetic powder highlighters, La Bronze and La Peach, in collaboration with Artist Couture.
In August 2019, Aina released an eyeshadow palette in collaboration with Anastasia Beverly Hills, specifically designed with shades for dark and deep-dark complexions.
Jackie Aina partnered with Canadian whiskey company Crown Royal, resulting in a $50,000 donation to Black Girl Ventures.
Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina was born on August 4, 1987, in Los Angeles, California. Her background includes an African-American mother and a Nigerian father of Yoruba descent. After two years of college, Aina joined the United States Army Reserve, and it was during her military service that she launched her YouTube channel in 2009. Her initial videos served as a personal outlet to express herself and cope with an unhappy marriage, which later ended in divorce. While stationed in Hawaii, she was employed by MAC Cosmetics, where she observed firsthand the lack of inclusive options in the beauty industry.
Aina began creating makeup tutorials and product reviews after facing personal difficulties in finding cosmetics suitable for her skin tone. She addressed the common issue where beauty counter staff indicated that desired makeup trends would not suit her complexion. Her YouTube content focused on demonstrating how various products could work for a diverse range of skin tones, challenging the prevailing industry norms. This approach laid the foundation for her platform, advocating for better representation and more inclusive shade ranges within the cosmetics world.
Throughout her career, Aina has consistently critiqued the beauty industry for its insufficient representation of people of color, particularly regarding foundation shade ranges that often exclude darker skin tones. She has emphasized that not only foundation, but also eyeshadow, blush, and lipstick colors, are often not universally flattering across all skin tones. Her commitment to inclusivity has led to specific collaborations aimed at expanding product lines. This advocacy earned her significant recognition, including the NAACP Image Award for “YouTuber of the Year” in 2018.
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