Since its inception, the mainstream beauty industry has promoted Eurocentric beauty ideals, often leaving people of colour (POC) in the wilderness about how we should care for our skin. However, innovators like Dija Ayodele are pioneering change in this field, making skincare advice and information accessible for all with her platform Black Skin Directory. Here, she talks about the importance of skincare initiatives for POC and becoming Cantu’s skin expert.
You’re well known in the industry. How did you first become interested in general skin health?
Since I was a small child, I used to watch my mum’s grooming routine and I was always fascinated with all the lotions and potions that she would use on her skin and how it would magically increase her confidence. I’ve always associated the act of skincare with happiness and good self-esteem.
What does it mean to you to have your own skincare clinic and treat people of colour?
It means the world! It’s something I’m very proud of and worked very hard to create a space where women of colour can feel seen and understood both from a clinical and cultural point of view. I’ve listened too far too many Black women agonise over the provisions of the skincare and feel genuinely anxious and confused with an industry that generally didn’t speak to or include us.
You’re the founder of the Black Skin Directory (BSD). Tell us a bit about it and why it was important to start this initiative?
BSD for short is an online platform that provides skincare education and connects people of colour to skin care experts – from dermatologists to facialists. I set it up so that people can gain access to knowledge and information to help them care for their skin, understand common issues and find a professional to help. Everything that I was hearing from my clients and from our research that was important but missing.
What are the most common misunderstandings when it comes caring for the skin on our bodies?
That we don’t need to do much! We often treat skin on our body like the poor relative and think that it can withstand harsh treatment. Some people are either not moisturising so skin gets dry and scaly or they are over exfoliating so skin is raw and prone to soreness!
What’s the difference between nourishing and hydrating?
Hydrating is all about putting water back into the skin. Nourishing is putting water but also essential nutrients back into the skin – fatty acids, ceramides, cholesterol. Think of it like this: hydrating = drinking water, nourishing = eating a healthy, balanced meal.
If you have troubled skin what can you do to improve the quality of your routine?
The best thing you can do is sit down with a skincare expert for a full and proper diagnosis and treatment plan. It saves you a lot of heart ache and time.
What do you hope the skincare industry will look like in 10 years’ time?
More inclusive and diverse at all levels from products but also to ownership and management structures. I hope that we will be celebrating our differences.
Follow @dija_ayodele on Instagram.
