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    Let’s talk about it. The £42 body oil. The £28 lip balm. The “clean girl” aesthetic that suddenly feels very expensive. Because something about this new wave of “luxury minimal beauty” feels… familiar.

    Black women have been doing stripped-back, skin-first beauty forever. Shea butter. Cocoa butter. Oils your auntie swore by before it was rebranded in frosted glass bottles with minimalist fonts.

    Now those same ingredients are being sold back to us, elevated, aestheticised, and marked up.

    And yes, branding matters. Packaging matters. But there’s a thin line between elevating a product and erasing its origins.

    What’s interesting is who these brands are speaking to. The messaging is soft, slow, intentional. But the pricing? Aggressive. Because nothing says “effortless beauty” like a £150 skincare routine.

    The real question is, are we buying better products or just better storytelling?

    This isn’t about rejecting luxury. Black women deserve luxury. But we also deserve awareness. Because there’s a difference between investing in quality and being sold a lifestyle that quietly excludes you.

    And if your grandmother’s routine suddenly looks like a high-end trend, maybe it’s time to ask who’s really innovating here.

    The post Are “Luxury” Beauty Brands Just Repackaging What We Already Had? first appeared on Pride Magazine.

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