Beleza Negra
"A Beleza Negra" (The Black Beauty) is a movement where independent Black women express their strength and identity through self-makeup. The central figure of this movement is Helena, a smart and successful Black woman who faces the lack of representation in the makeup world — a market predominantly focused on white people.
PROJECT: Visual Identity
The identified pain points include:
Lack of representation;
Exclusion from social standards;
Racism and low self-esteem;
Difficulty adapting makeup tutorials for Black skin tones.
Following in-depth research into African culture and the challenges faced by Black women, the project was directed to convey emotions such as empowerment, beauty, independence, and female strength.
The project utilizes images of Black women with strong postures and striking gazes, elegant fonts to convey strength, and a color palette featuring tones of brown, red, orange, and gold, connecting back to African culture. The flower-shaped logo symbolizes femininity, while the visual design highlights faces with careful lighting to celebrate Black beauty and promote empowerment and inclusion.
