My mother gave me the best advice after I finished university when I was a bit lost in terms of the big ‘what next?’ in my early 20s. She told me to make your hobby your job and you will never feel like you’re working. As a beauty journalist, broadcaster and diversity advocate I do just that, talking about the things I’m passionate about with history, beauty, colour, identity, power, status and politics.
I’ve started presenting some segments of the Morning Review lately for the first time on This Morning, as well as being one of the beauty experts, which I love. Which is why it still shocks me that in 2023 people still question why women can’t talk about lipsticks and politics in the same breath?
I woke up this morning to an article: This Morning star savaged over appearance today: ‘What next, dragging someone off the street?’saying how I had been “savaged” by trolls (don’t get me started on people using this reductive language and imagery, especially when talking about black people). Some of the comments gave me 1953 and “under his eye” flashbacks making it clear I should stick my powdered nose out of politics and in my lane. The article cites keyboard warriors saying, “The make-up artist is constantly reading from her notes. She clearly is just reading someone else’s research/opinions and stats.” A second commented: “Oh this is ridiculous. Talking about war etc. Soon they’ll be dragging people in off the streets to be presenters.” A third asked: “Why are This Morning making Ateh Jewel weigh in her opinions about the Ukraine war and Begum’s rejection for UK citizenship? Another said, “She is not equipped for this sort of discussion…..“She needs to stick to beauty tips and whatnot.”
I think people have a very Mad Men view about the beauty industry and makeup. They think makeup is about attracting the male gaze, and believe having an interest in beauty is a sign you are stupid and uncultured. The beauty industry is filled with artists, healers and visionaries and has been a safe space for people who have had a life time growing up of being othered, bullied and judged to shine and express themselves. I see artistry, self-expression, playfulness, joy and colour. I see healers who play with all the gifts nature has to evoke all the senses whether it’s through fragrance, touch, massage, aromatherapy and more. I see storytelling and historical and cultural references like chiselled cheekbones Marlene Dietrich in ‘Blue Angel’ would be proud of. Why can’t I love beauty and have an opinion on Putin and the gender pay gap? It makes no sense to me. I think it’s the ultimate misogyny, we have all been programmed to think certain topics are serious, weighty, important and significant while others are flighty, frivolous and decadent.
I think one of the things the pandemic taught us was the importance of the beauty industry in terms of self-care and wellbeing. Suddenly everyone became bath people, skincare sales exploded as people felt healed and renewed by the ritual, meditative, personal space and pleasure that can be had from a skincare routine.
There are so many invisible rules we have all signed up, followed and allowed to reign supreme but I unsubscribe. I can be in head-to-toe neon pink with a crown on my head talking about Shimama Begum being stripped of her citizenship one week and then, the next week, talking about blushers that pop on all skin tones, both are political and significant to me, especially as choice is equal and being a beauty consumer with deeper skin tones has been like a beauty apartheid for decades when it comes to pigment and colour offerings for all.
We deserve to get active as much as men (and have fun while doing it).
I’m launching my range, Ateh Jewel Beauty, this year and have been told by for years by various factories and Venture Capitalists that they wouldn’t support my journey because they don’t believe black consumers can afford to buy at a luxury price point, they aren’t interested in clean ingredients and they aren’t worth the R&D to create bespoke formulas. What’s more political than fighting this 21st century commercial racism within in the beauty industry? For me, lipsticks, politics, power, identity and status are all the same issues cut from the same cloth and I have every right to discuss any topic I want.
Another gripe the article cited was that “People complained about middle class toffs so they’ve put Ateh on for you.” For too long people have been obsessed with telling others which lane they should stay in, what their place is and trying to define what power looks like. For centuries, power and political voices have been defined as middle aged men in grey suits. The world has moved on and as a society, we have finally recognised that we do need new voices and perspectives in the room. True diversity comes when different people from different backgrounds with different perspectives offer their opinions and they are valued in order to get a 360 on a situation. Diversity is a win, win for everyone.
History (and scientific research) has shown us that women’s testimonies about their bodies are not believed.
The end of the Entertainment Daily piece seemed to be defending my position but gave me a touch of 1950s Mad Men and The Marvellous Mrs Maisel’s ( I binged watched all 4 seasons and I’m obsessed) when it said, “Clearly more than just a pretty face, perhaps viewers should check Ateh’s credentials next time they’re tempted to troll…”. The piece cited my History degree from Bristol University and my HonDMedia doctorate from Solent University as defence for me being on the sofa, even though I was a “pretty face” what in the Betty Draper? Are we still here in the 21st century, also, even without a degree, don’t I have a right to express an opinion?
I applaud platforms like Glamour, which I feel so proud to write for, and This Morning, which mean I get constantly stopped in the street with people thanking me for making them feel seen on TV and doing so much for diversity, which makes me feel proud and even more determined to be my authentic self to help to change outdated cultural stereotypes and nonsense. We are society, we are culture, we don’t have to abhor too old school medieval misogynistic views. Lipsticks and politics are the perfect combo - and they complement each other every season.
