The Church + Black Owned Beauty Businesses
Should we really be walking by faith + not by sight?
Recently, viral beauty brand Beauty Bakerie made the decision to close down — and not for reasons such as funding or any issues that plague Black beauty brands, but rather behind a faith based decision.
Founder Cashmere Nicole recently took to the brand’s e-comm page with a “It has been an absolute pleasure serving you” message. A few standout sentances from Cashmere’s message read as such:
“How does what I do please God?” and, “Am I more known for this achievement or title or accolade or for knowing and loving the Lord?”
“So yes, my taste buds have indeed changed. From a crazy sweet tooth that inspired the theme of this brand, to thirsting for living water.
Since then the brand’s Instagram has been wiped clean — sparking many think pieces online.
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It is apparent that Cashmere has had some type of “Coming to Jesus” moment, which has prompted her to close down the quite successful business. As a devout Christian, and someone that has admittedly been taken over by the thoughts of the church, leading to spiritual psychosis, I can easily spot when someone has been taken advantage of.
Being Pentecostal and knowing that many women were frowned upon for being too beautiful or being told that wearing makeup was a sin, makes sense why someone with a beauty brand would be “called out” by the Church. Now, this is all a mere assumption because there could have been many factors leading to the reason why Cashmere decided that she needed to close her business, however, I can most certainly bet that a spiritual advisor or church leader quoted scriptures, making it seem as her making money, or her audience was fueling her “sin.”
Years ago, when I was in undergrad, I allowed student pastors to trick me into believing who I am was wrong and that all the situational things that were happening in my life were the result of me being a “homosexual.” In return, I felt the need to be “delivered” from being gay and live a more “Godly” life. This would in return hopefully make my family’s situation better. Boy, was I tricked.
Moving on, years later, I’m living in New York + working at L’Oréal and was aked to represent the brand at the annual parade. As the parade is held on a Sunday, I obvisouly missed church and by the middle of the following week, I was pulled into my Pastor’s office to “discuss” my participation in an event that didn’t align with the church’s doctrine. The church didn’t realize my abscene as something that was apart of my employment duties, and the reason I was able to be a high tither, but rather my participation in an occasion that was of no one’s concern. It was on that day that I knew, I couldn’t allow anyone to dictate my life, my affiliations or anything else concerning me — especially “Tha Church.”
That said, I can humbly say that if you don’t have discernemnt + good moral judgement, you will find yourself in ruin. What would have been smart is for the founder to find a buyer for the brand or have it acquired instead of wiping everything clean.
While Cashmere’s walk is her own with Christ, I can’t help but to think, in this moment, is it the smartest thing to walk by faith + not by sight?
Heaven truly only knows.