Going Beyond Beauty With 4 Black Creatives Who Are Transforming the Industry

In every lane, Black creatives carve their own path forward  – fueled by the steadfast support of their community, a deep-rooted desire to drive their culture forward and a true calling to bring their artistic visions to life. In honor of Black History Month, Hypebae is shining light on Black creatives from fashion, footwear, beauty and sports who are making waves in their prospective industries.

Despite common misconceptions surrounding the beauty industry, there's more to it than glitz and glam. Beautification – where makeup mavens enhance their facial features and sharpen their skills and hairstylists nourish their natural hair and experiment with different styles – is also a mode of self-expression and self-love. Beauty allows individuals to celebrate their identity, cultivate their creativity and embrace their uniqueness. More than skin-deep, beauty goes beyond the surface, and Black women have collectively taken matters into their own hands to make the beauty and hair industry more inclusive.  

Some, like social media sensations Golloria George and Toni Bravo, have used their TikTok platforms to push for fundamental change in the beauty industry, calling out the underrepresentation that yields limited product offerings and tone-deaf marketing campaigns while highlighting beauty brands that genuinely cater to the Black community. Others, like Tre'Nae Bynum, a Brooklyn-based braider famed for her bold, whimsical braiding styles, use their expert hands to uplift Black women by boosting their self-image and bringing their creative visions to life through their tresses. For Bynum, her imagination knows no limits. She creates sculptural-like braiding styles, integrating twists, turns and curves just by looking at a head of hair. Then there's Saint Knox, an NYC-based makeup artist, who uses her creative craft to highlight Black beauty and collaborate with Black artists, challenging traditional beauty standards in the process.

Approaching her clients as canvases, including internet personalities the Clermont Twins and rappers Doechii and J.T., formerly of the City Girls, Knox showcases her signature approach to beauty that strikes the perfect balance between glam and editorial makeup, incorporating pops of color in the lashes, lips and eyeshadow looks that challenge herself and her clients' comfort zones in the best way. From starting on the set of a friend's shoot, Knox is well on her way to becoming one of the best in the business and the go-to artist for achieving that alt-aesthetic. 

Just as the NYC-based MUA is the first choice for luxe looks, George and Bravo have become TikTok's favorite beauty buffs, offering makeup recommendations for melanated-rich skin. Both content creators produce videos and tutorials that spotlight inclusive shade ranges from small and major beauty brands for Black girls looking to find their footing in beauty.

These four beauty experts make room for Black women and queer-identifying individuals through their distinct practices. In an intimate conversation with Hypebae, they share the significance behind their work and how it transcends beauty.

Dive into each conversation below and, in case you missed it, check out our interview with five Black creatives leaving their footprint in footwear. 

On what made them fall in love with beauty

Golloria George

Beauty has always been a way to celebrate myself. Watching Nyma [Tang], my friends, do their makeup felt like a ritual of self-care. It was never about hiding flaws, it was about enhancing what was already there. I fell in love with how makeup could transform not just a look but a mood.

Toni Bravo

The self-expression of it all. I also love the idea of being able to dedicate time just to yourself every day. I've always found it quite ritualistic, outside of the vanity of it all. 

Saint Knox

I've been in love with beauty since I was a little girl. I was influenced by the women in my life and would play around in their makeup. My aunt specifically would always take me to Mac or Sephora to get lip gloss. I couldn't wait until I got old enough to actually wear makeup. One day a friend needed a makeup artist for a shoot and I knew how to do makeup, so I offered to help. I fell in love with the environment of being on set and making people feel beautiful while also being able to be creative. [Although] I was a Fine Arts student, I never thought I would go into makeup as a career, but makeup is art. 

Tre'Nae Bynum

️I fell in love with braiding when I was a kid at the Boys and Girls Club and would watch the older girls cornrow each other's hair on the bleachers. [Growing up,] I was always braiding my own hair and people at school would ask me who did it. Eventually, after telling them it was me, enough people kept asking me if they could book me and after my first summer of braiding, I knew it was something I enjoyed doing. It felt like a job where I could support myself by being service to others and it felt right. 

On how makeup and hair serve as form of self-love

Golloria George

Makeup allows me to tell my story on my own terms. Some days I want a bold, vibrant look that commands attention. Other days, I want soft, natural glam that enhances my features. But no matter what, it's always about feeling powerful in my skin. Beauty has given me confidence and a platform to uplift others.

Saint Knox

Makeup is expressive in the sense that everyone has their own techniques and preferences whether [they're a] novice or a professional. Each look is a myriad of choices and outcomes of what kind of lip combination you want to do, what color blush you want or whether you're in the mood for shimmers or matte [makeup]. Within itself, it's empowering in the sense of how you choose to present yourself to the world in that moment, and that type of freedom goes beyond the physical experience.

Tre'Nae Bynum

I really struggled with self-image growing up and I'll be real, [I struggled with it] even in my young adulthood. Nothing makes me feel more like myself than taking care of my hair. Nothing can pull me out of the depths like a new hairstyle can.

On representation in the industry

Toni Bravo

My first ever job out of college, I worked at a beauty brand. It was a major part of my job to consume beauty content on platforms like TikTok and Instagram. I quickly realized how little I saw myself in these deep dives and how little I saw folks of my complexion and deeper represented across product launches. I would find myself confused. How is it that  brands could boast about having inclusive foundation shades but you pan over to their bronzers and you quickly realize how thin their inclusivity values stretch. It made me want to do and be more. [I feel that by] just existing and simply taking up space in the industry, I was addressing the lack of representation. 

Golloria George

Growing up, I rarely saw people who looked like me in beauty campaigns or even on shelves. Shade ranges were limited, and makeup tutorials often didn't cater to dark skin. I got tired of feeling like an afterthought, so I became the representation I wished I had. If I can help one person feel seen, valued, and beautiful, I'm doing what I set out to do. My content is rooted in celebrating the beauty of Black skin in all its shades and undertones. I focus on showcasing products that work for deeper complexions, calling out brands that fall short, and uplifting those that prioritize inclusivity. I also make it a point to highlight Black-owned beauty brands, not just during Black History Month but year-round, because our beauty isn't seasonal.

On challenges about navigating the industry

Saint Knox

I take pride in being transparent about my plight not only as a Black person but as a Black makeup artist. Within my professional career, I can't honestly say that specifically being Black stopped me from an opportunity. However, I'm aware enough to know that last sentence wouldn't be possible without serious work from Black creatives & revolutionaries from all walks of life and not just ones in the beauty industry. Representation absolutely matters, but what's just as important is what we choose to [represent] and who we're being represented by. I don't want a seat at just any table, I'd rather remodel it. 

Tre'Nae Bynum

Sometimes, I struggle with deciding whether to gatekeep the information that I have. I have had non-Black hairstylists [who] work on sets full-time ask me to teach them how to do cornrows and braids. While I feel like, on one hand, it could be beneficial for them to be equipped with that knowledge – since there will be instances when they're on set with Black models and are asked to braid – another part of me wants to tell them: just hire me if you need braids. Just hire one of the many Black women who already specialize in this, who live it. 

On the changes they want to see in the beauty industry

Golloria George

I want brands to stop treating inclusivity like a trend. Diversity shouldn't only be a marketing tool for engagement, it should be embedded in the DNA of a brand. I also want more Black-owned brands to receive the funding and visibility they deserve. There's still a gap in who gets major retailer support, and that needs to change.

I want inclusive shade ranges – if your foundation only runs to a "medium tan," we have a problem. [Brands need to have] cultural competency – [they need] to understand the needs of Black consumers beyond just shade range, our undertones, our skin concerns, our beauty traditions. Authentic representation [is important as well]. Don't just use Black models in campaigns but fail to hire Black creatives behind the scenes. Representation should be in front of and behind the camera. [Finally,] formula considerations – many products aren't made with deeper skin tones in mind. Ashy setting powders, weak pigment in eyeshadows, or "universal" shades that exclude us are unacceptable.

Toni Bravo

I'd like to see more brands take creators they work with into the consulting phases of their product development. Especially when it comes to shade inclusivity. I want more accountability [in the industry]. Many brands will put out a product, hear honest and completely valid feedback and instead of using that constructively, they either ignore it completely and come out with a new product instead or blame the creator for being honest. 

On their most memorable moments and community responses

Tre'Nae Bynum

My proudest moment since launching Tre'Nae Braids was when someone hired me to do their hair for their wedding. I've always been a big supporter of braids for special occasions. I think that it can be just as regal as any other style and I was really honored that she chose me to do her hair for such a special day. In the future, I would like the opportunity to continue to be creative with my braids and I would like a challenge. Something that [keeps] me on my toes to create looks that [withstand] the test of time. A goal of mine in the future is to be [a part of] the hair team for a tour with a musical artist. I think that would be a really cool experience and I could learn a lot from that environment.

Saint Knox

The most memorable moment I can recall is a self-published project that I creative directed called "Surrealism But Make It Girly." I got to experiment with set design and built a five foot, three layer cake inspired by a cake designer from Taiwan. I had some minor experience with set design at a summer camp when I was younger, but it felt great to dedicate myself to a project where I got to experiment and learn what materials work best with what and [see] it come to life.

Transporting the five foot cake to the studio was a hassle but it all worked out in the end and I had the best team on set to make my surrealist vision come to life. I'm mostly excited to direct more projects not only for myself but for other people.

Toni Bravo

My favorite responses are the ones that allow me to zoom out. The ones that are about how I've actually impacted someone's life on a major or minor scale. It puts so much into perspective for me in regards to my impact and my intent with my content. 

Golloria George

I love when people tell me, "I finally found my shade because of you!" or "I feel seen because of your content." The most touching messages come from young Black girls who say they now see beauty in themselves in ways they hadn't before. That's why I do this.

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