The success of the #AsokaTrend on social media platforms TikTok and Instagram highlighted the importance of representation of brown women and girls in the beauty industry.
The Asoka Challenge confronted Western ideals on bridal make-up showing that beauty comes in all shades with different creators from around the world hoping on the challenge celebrating the glamour and grandeur of Indian make-up.
Also participating in the challenge, YouTube beauty and lifestyle content creator, Saneshnie Naidoo, 29, believes in the importance of proper representation of brown women in the industry.
She grew up in Copesville, Pietermaritzburg completed her matric at Dunveria Secondary School, where she was also a head girl, and moved to Johannesburg and completed her diploma and B Tech degree in Somatology at the University of Johannesburg.
Today, the qualified make-up artist and somatologist uses her creativity, from make-up looks to articulating a content brief for a brand to make a living in the age of digital.
With over 38.6K Instagram followers and 19.5K YouTube subscribers, the content creator uses her channel and community to promote positivity and healthy beauty ideals.
Independent Media Lifestyle spoke to the content creator about her platform and inspiration.
What inspires or motivates you when you wake up in the morning?
I am inspired by my job. I’ve always wanted to do something that I’d be happy waking up to everyday and I think I’ve achieved that. I think wanting to grow and achieve more inspires me especially because I come from a very humble background.
What is your favourite part about being a somatologist and digital content creator?
I’m no longer a practising therapist however, my favourite part of having studied somatology is that I have a lot of product knowledge which is so helpful with make-up and skincare products that I review.
My favourite thing about being a digital content creator is that I get to build an online community of like-minded people.
What inspired you to create your platform?
I started 10 years ago when YouTube was just becoming popular in SA, but I felt that there were not enough brown girls who looked like me or whose skin tone I could reference.
It was also a way for me to build my self esteem and practice make-up. I struggled with acne for most of my teens and that affected my self esteem and confidence largely.
Why did you choose YouTube?
I looked up to so many YouTubers who really made me feel like I could be the most confident version of myself. So I guess I chose YouTube because I wanted to contribute to the community that I felt helped me grow personally.
What are some of the challenges you face as a female digital creator and how do you overcome these?
Comparing yourself to other creators is a real struggle because there are opportunities you’d like that are just not coming your way.
But I overcome these challenges by reminding myself that what’s meant for me, will happen at the right time.
And that comparing myself to someone else is just a miserable thing to do. It’s better to focus on my goals and manifest the things I want to achieve.
Who do you look up to in your community or working space?
In terms of the YouTube space, Mihlali Ndamase is definitely someone I look up to. Her success is really admirable. I’m also really inspired by all my fellow brown girls. I love to see us being represented in so many ways.
Any pearls of wisdom for young aspiring make-up artists and content creators?
Do what you love and you’ll never have to work a day in your life - what they don’t tell you is that is one of the hardest things you’ll have to do is take a leap to start your online platform or even building the confidence to do make-up on people.
But if that’s what makes you happy, just start. Work hard and the rest will fall into place.