Be beautiful and speak up : Africana beauty at the forefront of an inclusive Internet beauty culture.

Abstract: The beauty industry has been booming in the last few years, generating immense profits as it now translates into an Internet global beauty culture in its own right that finally made room for women of color. As research barely mentions African women and their diasporas, this study aims to critically analyze the dynamic of this North American-dominated Internet beauty culture celebrating non-white women, looking at how it impacts African women and their diasporas and participates in affirming a global woman of color through commodity capitalism.  Based on discourse analysis of multiple actors in the industry using popular culture sources, I then conducted a critical feminist autoethnography of my beauty journey, put in perspective with the results of decolonial interviews with African and African diaspora women recruited online. I asked about their relationship with the beauty industry and their opinions on some arguments I made. Self and collective analysis demonstrated the emergence of an African diasporic hybrid beauty culture, empowering women to feel like actors of change.