Popular TikToker Alix Earle is slammed for recommending beauty products aimed at black women

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Alix Earle’s beauty recommendations drew some criticism.tiktok.com/@alixearle

Earle sparked discussion on TikTok for recommending a $10 oil that’s primarily for black hair.

Her use of Maybelline concealer in a deeper shade for contouring also raised a few eyebrows.

Critics fear the items will sell out, becoming inaccessible to the communities they were created for.

Alix Earle, who has become TikTok’s de facto “it girl” thanks in large part to her meditative and glamorous Prep With Me videos, has sparked discussions online about some of her recent product recommendations.

Indeed, the recommendations, namely a Mielle hair oil and a Maybelline concealer, are aimed primarily at black consumers, leading some TikTokers to speculate that the items will sell out thanks to Earle’s burgeoning influence and thus become inaccessible to black consumers. communities for which they were created.

Reviewers also noted that beauty products for black people are already less readily available in stores than products for white shoppers.

In a TikTok video she shared last week recounting her best Amazon buys of 2022, Earle sang the praises of a $10 Mielle Rosemary Mint hair oil, which the company’s website says can be used “on protective styles including braids and weaves”.

The recommendation immediately elicited a unanimous response from the Black TikTok community. “Damn, now Mielle is going to be out of stock/expensive. Sisters, we need to start getting control,” wrote one of the top commenters.

Fearing a dwindling supply, hair and lifestyle designer Court Willis said she’s been to Target and Ulta, where the item was sold out (although she was able to purchase bottles in its local CVS and Sally’s Beauty Supply stores). Another creator, TiffaniCVD, joked, “I need to start buying in bulk.”

The creators were also concerned that Mielle would raise its prices or change its formula. The conversation reached enough fervor for the brand to deny this latest claim, writing in an Instagram statement, “We have no plans to change the formula for Rosemary Mint Oil or any of our products.”

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Other creators, like Steph Verde, offered a slightly different perspective on the debacle. She applauded the fact that Mielle was able to “find a market outside of their traditional market”.

In addition to hair oil, Earle also comes under fire for using Maybelline concealer in a darker shade as a contour. In his Amazon storefront, Earle recommends Maybelline Fit Me in the shade Cocoa. It also raised fears that the product could become inaccessible to those who actually share this skin tone.

“It’s hard enough for black women to find shades in their range in stores,” TikToker TallerThanUrDadBreh said.

A representative for Earle did not immediately respond to Insider’s request for comment.

Read the original Insider article

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