Shade visibility: Assessing the algorithmic role of colorism in the perception of Black beauty influencers

Abstract

Skin tone discrimination—or colorism—is an additional marginalization barrier that People of Color must navigate. Black women, especially those with darker complexions, are often discursively constructed as the antithesis to Western beauty standards—standards that commonly prioritize White femininity as the beauty benchmark. Studies on the beauty influencer economy reveal that Black women remain at a disadvantage in the beauty hierarchy. This study uses a survey experiment to explore how skin tone impacts perceptions of attractiveness and competence among viewers of digital beauty content. Surveying African Americans (N = 576), primarily Black Women (n = 524), we found that beauty influencers with darker skin tones are rated as less attractive and less competent. Participants also revealed that they would be less likely to click on the videos of darker skinned beauty influencers in comparison to influencers with lighter brown and medium brown skin tones. These results suggest that, among Black women viewers, preferences for beauty content is skin tone dependent. Because view counts are a significant metric in influencer marketability, viewing disparities along the lines of skin tone have the potential to widen the gap among Black influencers, creating disproportionate opportunities for success within an already marginalized population.