What happens when one of your favorite Youtubers that you’ve been watching since they had 50,000 subscribers now is so big they are getting brand partnerships with one of the newest brands in the game? Well, black girl magic of course.
Raye, the infamous Youtuber of ItsMyRayeRaye, has branded with ColourPop to provide us with three amazing lip shades, right in time for the holidays. The result of the combination of Youtuber and Brand created a lip collection with the intent to achieve the perfect mauve pout (as any of us fans know is Raye’s favorite color).
Of course, I’m always fascinated by the intersecting connections we’re seeing now more than ever between brands and places such as Youtube and the digital front. The inspiration must be immaculate, especially when you’ve been so used to working on your own time and then partnering with a growing brand such as Colourpop. When asked about her inspiration, Raye said she wanted “to have a shade that everyone can wear and feel confident in.”
Saying she uses “mostly pinterest” to gather her fahion and beauty inspirations, Raye has transcended to show that black girl magic is still, in fact, real. Colourpop has been growing trajectory lately, as more and more WoC and women in general explore the amazingly pigmented brand that is as cheap as most brands get. They do not diminish quality for quantity, and when big backings such as ItsMyRayeRaye get behind them, well, I can only imagine the damage to be done. We saw when Oprah endorsed Weight Watchers the amazing sweep celebrity endorsements can do. What will this partnernship bring for both parties? Is it normal to expect that in today’s time when things have moved significantly over into digital content marketing and media?
Images: Getty Images
