Online cosmetic store Nykaa was criticised heavily on social media for a campaign they did featuring several beauty influencers posing and interacting with women of the Yao ethnicity in China. The campaign aimed to “reveal” the secret of the Yao women’s hair as promotion for a new product.
Various Instagram users pointed out the similarity of the pictures to fashion shoots where ethnic and indigenous people are used as ‘props.’ Others called it a clear case of appropriation and a major brand exploiting an ethnic minority. They criticised Instagram influencers @caughtinacuff, @thatbohogirl, @kushakapila, @aakritiranaofficial, @aashnashroff, @ahsaassy_ for posing for the pictures.
Twitter user @UntamedBachelor posted screenshots of the criticism and wrote, “Indian influencers are the most racist, pathetic, culturally illiterate bunch of people ever.” The tweet was shared heavily.
Kusha Kapila, one of the influencers involved, took to Twitter on Monday 5 August to write a lengthy response to the criticism. Replying to a tweet that has since been deleted, Kusha wrote, “Hey Gaurav, exactly what part of the video do you find offensive? Also, racist? I haven't appropriated them, their language, their culture. The video is a part of longer ten-minute vlog, where I speak to these women about their hair care routine via a Chinese translator (1)”
“There was nothing lost in translation as you are implying here. The women of Yao tribe consented to this interaction, and sharing of their story, which BTW has been widely covered in the media. Their hair is their pride and they are more than willing to talk about their process,” she continued.
“As for my video, since you have zero context and probably are watching that video in isolation, you may find them opening their hair like that a bit unusual but a little Google image search would have helped you. That is their signature move. A little research never hurts.”
Kusha also shared a more candid selfie with the women, saying, “And since you are such an expert at looking at a random video with no context and calling out the "racism" in it, hope you use the same skill and sniff the synergy here. The video was collaborative. Just because they weren't smiling nearly enough for you to believe it was forced.”
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