‘I am Divine’: Sleek MakeUp celebrates black British entrepreneurs

A survey by the brand found almost half of black and ethnic groups believe self-care is more important since the resurgence of Black Lives Matter

Beauty brand Sleek MakeUp is celebrating black British entrepreneurs in a new campaign film: ‘I am Divine’.

Directed by London filmmaker Otis Dominique, the film delves into intimate topics with three black British entrepreneurs: journalist and author Yomi Adegoke; writer and performer Darkwah Kyei-Darkwah; and financial wellness coach Bola Sol.

The release also marks the relaunch of SleekMakeUp’s i-Divine eyeshadow palettes.

The products are said to star 12 highly-pigmented, long lasting mineral base colours, in six varieties.

“This campaign marks our wider commitment to using our communications channels as a platform to celebrate the communities we serve and the bold self-expression Sleek MakeUP is helping to facilitate”, said Katie Swift, Marketing Director, Walgreens Boots Alliancs.

According to a survey by Sleek MakeUp, almost half of black and people from ethnic backgrounds said self-care had become more important to them since the resurgence of the Black Lives Matter movement.

Meanwhile, 43% of respondents said make-up has helped them lift their spirits since the start of the pandemic, while more than two thirds of the men agreed that make-up had helped them express their creativity.