Beauty should be simple. There are already millions of beauty articles online and in magazines, and they are constantly churning out news stories to capture the attention of their audience. So, why is there a need for another website like ours?
The Ugly Side of the Beauty Industry
On social media, ‘content creators’ (and I’m being polite here) constantly post new stories. Many times, the content is reductive and not helpful.
Think bright smiles, stylish OOTDs and elegant hands holding products. Some would drown their faces in makeup foundation, concealer, and powder, while others do bizarre routines where they cover their natural glow with powder and then add highlighter to create a natural-looking glow.
And for beauty companies, why do they insist and persist on featuring young women, or older women whose faces have been extensively digitally enhanced, to represent anti-ageing skincare? How do consumers trust that this product would work?
This is why I tend to get jaded – every now and then – with the goings-on in the beauty industry. The evidence can be found in my Instagram Stories feed, mostly, ranting about unintelligent, ignorant, and sometimes, shocking (not in a good way) makeup and skincare habits that people do.
I have so many questions running through my head: is educational content still valid? Do people really want to know?
Do they prefer stories with clickbait headlines? Maybe another story about “9 face masks/lipstick/foundation you need NOW” (do you seriously need to put “now” in caps?), or “The shocking thing you should use before your eyeshadow”?
Beauty Misinformation is Everywhere
I’m not even focusing on the patriarchy-enforced femininity but just practical beauty. I had a lot of time to think about beauty content when I was down with a bad case of the flu last month. We, as an industry, talk too much about beauty. At the same time, we don’t talk about it enough. Misleading beauty information has always been there. Terrible beauty advice has been around since I started out on the beauty retail floor in 2001. And I am sure, even before that.
Presenting A Genuine, Helpful Platform
My flu break gave me a lot of time to think, and it inspired me to educate, fight misinformation and filter nonsense. People are tired of empty reads. And I am no different. I strongly believe that every authentic story counts to correct misconceptions. And I’m not saying there aren’t other authentic voices on the Internet, but perhaps not enough.
And that is why I am thrilled to launch Superbly with like-minded peers. This is a platform for genuine content, content that combines practical wisdom and academic theory, and reflects our experiences. Most importantly, content that is fundamentally helpful. With that, I look forward to debunking crazy ideas, and to give you effective, unbiased solutions for your human loveliness.