Growing up as a person of color, finding beauty products that truly catered to my needs was a challenge. However, in recent years, I have found solace in the emergence of BIPOC-owned brands that are making waves in the beauty industry. One such brand is Topicals, a Black-owned skincare company that focuses on creating science-backed products for chronic skin conditions while uplifting diverse voices.
Described as a barrier-building lip treatment that is "slicker than your average," Topicals' products stand out with their high-gloss finish and nourishing properties. But the brand goes beyond just selling products. It establishes a connection with its consumers by understanding their skin concerns and addressing them through engaging marketing strategies that make even the most mundane skincare tasks feel less daunting.
Topicals' impact goes beyond hyperpigmentation treatments and lip balm. With its aesthetic visuals, diverse casting, and unapologetic humor, the brand appeals to everyone. It moves within the industry, breaking free from the crabs-in-a-bucket mentality that often plagues Black and brown companies. Topicals knows how to acknowledge its audience's desires and create a sense of community.
To further solidify their brand image, Topicals embarked on a brand trip to Accra, Ghana, during the cultural celebration of Detty December. The trip was curated for a group of Black influencers, and it captivated social media with its unique and purposeful approach to brand awareness. While enjoying their travels, the attendees also gave back to the African community along the way.
For many, this trip was a unique opportunity to connect with their roots and experience the motherland. It represented the brand's dedication to embracing Blackness and making everyone feel seen. The trip resonated with people worldwide, proving that there are no set quotas or criteria to be a part of the Topicals community.
The authenticity and inclusivity displayed by Topicals in its exploration of Black influencers in Ghana sets a new standard for influencer marketing. It showcases the importance of comprehending the influencers and their audience, fostering transparency, and investing in the culture. Other brands should take note and prioritize these practices to create stronger communities and meaningful connections.
Topicals' bold leaps in recent endeavors have rewarded them with one of the strongest communities in the industry. This brand is redefining beauty standards and I am proud to be a part of it.
