About a month ago a popular You Tuber named Jackie Aina uploaded a video "calling all non-black YouTubers" to join her new "#B.O.M.B" challenge. "B.O.M.B" stands for Black Owned Makeup Brands, brands that need a little more attention. The challenge prompts makeup lovers to try out products from makeup brands that are generally overlooked, especially by our caucasian sisters.

Many caucasian and lighter skinned women tend to quickly pass over anything that seems to cater to women of color because they feel like it's "too black" or feel that they just will not be able to find a match. Due to this mentality, "B.O.M.B" can miss out on the exposure that would allow them to explode in the beauty industry. Thanks to the challenge these brands are finally getting that missing exposure and a little bit extra on the side. You see, through producing publicity for these brands we also bring light to black people working hard and adding to our economy in a society that brands minorities as lazy, money moochers, who just want hand outs. Black women are the fastest growing group of entrepreneurs in America, fortune magazine states that as a group they have grown 322 percent since 1997. The B.O.M.B challenge is forcing a new, much more positive view of women of color into the public eye and it is awesome! Black women seem to be feeling more empowered every day and our growing business presence is making us even more impossible to ignore. Jackie Aina's challenge has given black and other minority women a platform to cultivate their businesses, businesses that women of color really need.

Most beauty brands carry a wide range of foundation colors for pale skin and a fraction of those colors for women of color. Speaking from personal experience, finding a good shade for my skin tone is an utterly exhausting endeavor. Most everything is either too light or too dark and if it does match the undertone is too yellow or too red. I'm never surprised when I cannot find a match, though, with only about a tenth of the options provided cater to medium to dark skin tones my expectations tend to stay very low. The most disheartening part about my experience is that I am "light skinned" and there are considerably more shades for my skin tone than for people who are darker than me. This lack of diversity in makeup is another reason why "B.O.M.B" are so important; darker women are constantly left out in the makeup departments that we so love and these brands have given us a plethora of options to choose from.

Most "B.O.M.B" can be found online, but the lack of disclosure has excluded or limited the brands in common places of purchase such as Target, CVS, and Ulta. Hopefully, the challenge will provide enough support for these brands to be sold in popular purchase sites. Women must also push for changes in the variety of shades sold in these stores, Ulta comes to my attention in particular when it comes to this issue. Brands such as NYX and Too Faced, which carry a wide range of shades are restricted to light/medium shades in stores at most Ulta locations. Do they not want us to buy from them? Do they not carry the shades because they think we cannot afford the makeup? What exactly is the point of not carrying the darker shades? I couldn't tell you, I do not understand it. However, I doubt Ulta has malicious intent in leaving the darker shades out, not everyone comprehends the power of the minority dollar. Once we expose them and stores begin to realize our purchasing power "B.O.M.B" and retail stores will hopefully have a happy relationship and we'll all have a wonderful time spending my money.

If you want to try out the "B.O.M.B" challenge, which I recommend you do this part of the article is here to start you out. The first and most important part of the challenge is making sure the products are black or minority owned. Sometimes it is very confusing to attempt to differentiate between a "B.O.M.B" and a wannabe. This is because some companies cater towards women of color, but are owned by non POC people. There is nothing wrong with that, but that just is not what the "B.O.M.B" challenge is for. So in order to keep you on track. I am going to provide a list of some bomb diggity "B.O.M.B" and where to find them below.

1. Iman Cosmetics (Target, ULTA, Walgreens, CVS, Walmart, and Duane Reade)

2. Sacha Cosmetics (Amazon.com, sachacosmetics.com)

3. Black Opal (Walmart, Winn Dixie, CVS)

4. Gold Label Cosmetics (They're Vegan!)

5. Fashion Fair (Macy's, Dillards, Belk)

6. Lashed by Blac Chyna ( Lashed Bar Store)

7. Mixed Chicks Makeup (Walmart, jet.com, Mixedchicks.net)

8. Magnolia Makeup

9. Vera Moore Cosmetics (Duane Reade Look Boutiques, Walgreens Look Boutiques)

10. Pink Stiletto Cosmetics

11. The Lip Bar (this one was on shark tank)

12. Laws of Nature Cosmetics (Vegan!)

13. Beauty Bakerie

14. Juvia's Place

15. Shea Moisture (ULTA, Target)

You've got the ingredients, you've got the beauty, and you've got the knowledge now go drop your B.O.M.Bshell looks for the world to see.