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Who Is Jade Kendle?

Jade Kendle Wants to Help Black Women Love Themselves "Unconditionally and Abundantly"

Feb 18 2018

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It is a big f*cking deal to be a black beauty influencer. In a world where European standards of beauty are deemed the norm and makeup brands still overwhelmingly cater to those with pale skin, we need them more than ever. We may look to black beauty influencers for the scoop on the latest products and watch their breakdowns on buzzy trends, but for women of colour, the online beauty space is so much more than just hair and makeup. It's a place for other black women, who are often unrepresented, to finally see themselves represented in a beautiful way.

Don't believe me? Just ask Jade Kendle of LipsticknCurls. Kendle managed to build a full-time career from sharing her love for beauty on social media. At nearly half a million followers across all social platforms, she reaches a huge amount of rabid fans and has a piece of content for just about every one of your hair and makeup needs. Need a review on the latest curly-hair gel? Kendle's got it. Need inspo for a holiday beauty look? She's got that, too.

In addition to her vault of hair tutorials — like this DIY box braids demo with over half a million views — Kendle also gives followers a look into her personal life with a series of "Get Ready With Me" videos, travel vlogs, and pep talks about social media, confidence, navigating life, and building a beauty career.

But after my talk with Kendle over the phone, another fact was made very clear: throughout her seven years creating content in the social media space, her online presence has served as a platform for women of colour who don't always have a voice — and she uses it wisely! Kendle has managed to create a fun, supportive network for other brands, talent, and influencers to help grow their social media following. She's been able to do so while remaining celebratory and inclusive of all women, but most importantly black women who are often isolated by media and beauty brands.

Ahead, you'll find the most inspiring tidbits from my conversation with Kendle. We touched on everything from being black women in a white-washed beauty landscape to dealing with living in racial limbo and breaking into an often cutthroat industry. And of course I got the tea on how she keeps those gorgeous curls poppin'.

Image Source: Courtesy of Jade Kendle

Aimee Simeon: You launched your YouTube channel in 2007. Tell me about how you got your start.

Jade Kendle: My YouTube channel started from a tough situation. I've dealt with cyberbullying for almost 10 years. I became tired of it and wanted to show people who I really was. Around this same time, natural-hair videos began to pop up on YouTube. When I saw these women online, I was inspired by how they embraced their natural hair and curls, and I wanted to do that, too. I knew that there had to be girls out there with hair like mine who were searching for the same things I was, so that was really the beginning of me starting LipsticknCurls.

Image Source: Courtesy of Jade Kendle

AS: What advice would you give to other women, especially women of colour, who want to break into the beauty world?

JK: One: just do it. Realise that it's what's inside our heads that limits us from being and achieving what we truly want. Two: start uploading! Three: find people who you aspire to be like, but do not copy their content.

I think a great example of being unique is Chelsie Worthy (aka @wvrthy), who recently went viral for her "Traptorials." How genius was that? I wonder how many people told her that there are already a million beauty tutorials out there? But none of that matters, because she put her own creative spin on a tutorial and made it into fresh content that nobody has seen. I'm glad that her work has gotten great exposure; she is going to be the example that I always use when I think about someone who did something unique in this supersaturated space. Anytime people discourage you and try to bring you down, just keep it moving. Protect your magic and do you.

AS: Have you ever felt like you've been in racial limbo? How have you dealt with it, or how are you still dealing with it?

JK: Not so much as I used to. I understand who I am as a person, but I am also very aware of where society is. Growing up, I was a military brat. Both of my parents served in the US Air Force, and my racial and cultural development began when I was in second grade living in Turkey, which is so far removed from race relations in America. Being at that age and never having lived in the United States — even though my parents are American — I really didn't face any discrimination . . . but I noticed it.

"You don't have to fit into whatever box people try to put you in. You can really, truly be whoever you are."

My parents got divorced when I was around 5 years old, and they both remarried. My black mum married a white man, and my white dad married a white woman. My twin sister, Simone, and I would have to go back and forth between houses, and I would always think, "OK — when I'm at my dad's house, I have to act white, and when I'm at my mum's house, I have to act black." I remember vocalising this to my sister, who was just like, "What are you talking about?" And that was what made me realise that despite being identical twins, we had very different timelines when it came to understanding our cultural identities. It was when I got to college at the University of North Texas that I really got to dive into black culture. I was in every black organisation, and I became a member of Delta Sigma Theta sorority and was president of my chapter.

Growing up, my mum always told my sister and I that we are black women, even though we're mixed. When we walk into a room, people are not going to think that we're white. That was another big catalyst in my natural-hair journey. It's actually a huge part of why I even do what I do: the beauty of being multicultural and finding out that you can create your own place. You don't have to fit into whatever box people try to put you in. You can really, truly be whoever you are. You just may have to go through a process to get to that point, but anyone can get there if they have the courage to do it.

Image Source: Courtesy of Jade Kendle

AS: Tell me about your relationship with your hair. Have you always been natural? If not, how did you come to embrace your curls?

JK: I had a perm, then heat and colour damage before and after going natural. My hair has always been a tool of self-expression, so colouring, cutting, straightening, [and] curling were all part of my routine from a young age. I think I got my hair coloured for the first time in seventh grade. Through the different trends and mishaps, I've learned a lot about my hair and appreciate its versatility! There's literally nothing I can't do with my hair, and that sense of freedom is really empowering to me.

Image Source: Courtesy of Jade Kendle

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AS: What are some curly-hair commandments you live by?

JK: One: never skip deep-conditioning day. Two: only detangle with water and conditioner. Finally: if all else fails, throw your hair in a bun.

AS: Speaking of buns . . . what is your protective style of choice? Do you have any tips for people who are transitioning to natural hair?

JK: Buns are my go-to because they're so easy to do. For long-term styles, I love Senegalese twists and box braids; those are my favourites when I really want to take a break from doing my hair.

For women who are going natural, I really suggest embracing the journey. There will be days you absolutely hate your hair. You're going to try hairstyles that seem easy on YouTube and fail miserably. We all go through it. The process is really about deciding what you believe is beautiful — that makes it all worth it!

Image Source: Courtesy of Jade Kendle

AS: LipsticknCurls isn't only about hair. What about lipstick? Do you have a signature shade?

JK: My signature shade is definitely red! Over the years, the brand and type of lipstick have changed, but I always go for bold reds.

AS: So which beauty products have you been loving recently?

JK: Of course, Fenty Beauty! My favourite products from the line so far are definitely the Hustla Baby Killawatt Highlighter (£26) and the foundation (£26).

Ouidad also just came out with this feather-light styling cream that I can use alone and have a wash-and-go that lasts about six days. I've also partnered with Herbal Essences this year; a lot of black women sleep on the brand, but it is truly here for telling their stories. It has a new line called Bio Renew that includes different products for different hair needs.

I also really love the Coconut Milk and Bourbon Manuka Honey collections. Both are really great. The shampoos are sulphate-free, the conditioners have amazing slip, and the scents are really good.

Image Source: Courtesy of Jade Kendle
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AS: Why is it so important for you to help black women accept their hair the way it is?

JK: It's about self-love. Black women should be able to love themselves unconditionally. We shouldn't "conditionally" love ourselves based on what we wear or how we look. I want us to all love ourselves abundantly, and I want that love to be contagious.

AS: What is the impact you hope to leave on the beauty space?

JK: I just want to show women how to find their own beauty, whether it be through one of my tutorials or listening to me talk about confidence. That is my number one reason for doing what I do. I also want to be known for connecting people; I am always pushing my friends who have great platforms and great content. My friend Courtney, of @CurlsandCouture, creates amazing hair tutorials and documents her travel adventures. Jess, of @heygorjess, keeps me inspired to get in the gym! And Michelle, of @lovemichelleana, is someone I truly admire. She took the loss of her young husband as a way to help others. If you're going through a tough time and need some encouragement, this is the girl to follow!

I am always trying to connect stylists and photographers with other influencers, and vice versa. I hope to be a catalyst for people to grow their brands. It is possible to get out of the "crabs in bucket" mentality. We can really all be great. Through women like Cardi B, Issa Rae, and Serena Williams, 2017 showed us that there is room for all of us at the top. How amazing will it be when it's not surprising to see a black woman in a major beauty campaign? We're going to get to that place, but it's fully on us right now to open those doors for ourselves and each other.

Image Source: Courtesy of Jade Kendle

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