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If you love makeup, skincare and the works, then you know that the beauty industry is undoubtedly one of the biggest industries globally. However, so many brands still struggle with diversity!

It is a known fact that colorism is a big issue in different industries, especially in the beauty industry. Colorism is real and manifests in our daily lives either overtly or subtly. If you are a Black woman with a darker skin tone, then you can relate to not finding your shade, be it for foundation, concealers, bronzers or even lipsticks.

From TV shows, commercials, social media and even corporate organizations, women of color especially dark skin women are usually relegated to the shadows of beauty. This lack of representation doesn’t showcase the true meaning of beauty in the actual sense. 

Why does representation matter you may ask? Without representation, many young dark skin girls are not able to see themselves as pretty, because they have not been associated with beauty.

At ELLEDAM Beauty we believe that all shades are created equal and beautiful and that is at the heart of our mission! 

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