Sleek MakeUP relaunch i-Divine with new campaign

Black British change-makers talk makeup as self-care and expression in new Sleek MakeUP film

To support the relaunch of their iconic i-Divine palettes, Sleek MakeUp has created the I Am Divine campaign to celebrate the role of activism and makeup adornment. The campaign video explores how makeup is a form of activism and radical self-care and bold self-expression through the stories of three inspiring changemakers; Yomi Adegoke (journalist and author of Slay in Your Lane), queer creative, writer, performer and LGBTQ+ advocate Darkwah Kyei-Darkwah, and Bola Sol (financial wellness coach).

The trio discuss what it means to be the change you want to see and the role makeup plays in their self-expression and self-care.

New research by Sleek MakeUPreveals that since the start of the pandemic and the resurgence of the Black Lives Matter movement in the UK, almost half (49%) of people from Black and ethnic backgrounds said self-care had become more important to them. In addition, 25% said their activism and desire to be a change-maker had become more vital.

“Inspiring change is in my mind as much about what you do behind closed doors as it is what you do online and on the streets,” said Yomi Adegoke. “We need to have difficult conversations to effect meaningful change. These conversations often require a great deal of empathy – something the change-makers I admire the most tend to have in spades.” 

According to the research, 49% of makeup users say putting on makeup is an act of self-care, and (69%) over two thirds of men who wear makeup, said it had helped them to express their creativity since the pandemic.  

“To me, activism means speaking up even if the timing seems inappropriate. And makeup means being able to express my mood without moving my lips,” said Bola Sol.

Darkwah Kyei-Darkwah commented, “Makeup and activism go hand in hand for me. They’ve both helped me feel better and more confident in myself, my voice and sharing them with the world. I thought about things I could do to help me feel better and doing makeup just felt natural. I was painting on my strength and while doing so, speaking out against the injustices, aggressions and microaggressions that I and people like myself have faced for years.”

I think what I’ve learned and taken from makeup is its ability, especially for black women, to accentuate features that we’ve been taught to dislike.

Yomi Adegoke

The i-Divine Palette (£8.99) is available from: the Sleek MakeUP website, Boots, ASOS, Look Fantastic, HQ Hair, Feel Unique and Pretty Little Thing.