Golloria George Sets a New Standard for Beauty Amid Ongoing Diversity Challenges in the Industry

May 13, 2025 WSW 163 Views

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Even with the strides made in recent years, the beauty sector continues to grapple with a diversity issue. The fight is still on (yes, even in 2025), and changemakers like Golloria George are tirelessly dedicated to making significant advances daily (not just fulfilling quotas). George has amassed significant followings on TikTok and Instagram thanks to her groundbreaking content focused on shade inclusivity in beauty. Her honest reviews, particularly of Anastasia Beverly Hills’s stunning foundation, may resonate with many, but George’s impact extends far beyond a single viral moment. With her bold voice, this South Sudanese talent is crucial in shaping a future where diversity is not merely a checklist, but a genuine celebration of the beauty found in dark skin.

In less than five years, George has risen to be one of the top beauty influencers, and her journey in the beauty realm holds deep meaning. As a child, she recalls trips to the grocery store with her mother, wandering into the beauty aisle only to find products that didn’t suit her skin tone. “I avoided it because I had conditioned myself to believe it wasn’t meant for me,” she shares after a long night spent getting braids. “It wasn’t until high school that I stumbled upon YouTube, and I thought, this looks fun—I want to experiment with makeup.” Throughout her college years, she honed her skills and embarked on a mission to address the gaps she had experienced growing up.

The lack of representation she faced only fueled her determination to engage deeply with the industry and understand what it offered—and what it didn’t. Gifted with a natural charisma on camera and seeking an escape from college stress, George invested her last paycheck in her very first product: Fenty Beauty’s Match Stix Contour Skinstick in the shade “Caviar.” Little did she realize that making that first video would set the stage for her historical journey.

She recently achieved a place on the Forbes 30 Under 30 Class of 2025 list, making her the first South Sudanese woman to earn this honor. “It felt like a full circle moment because I don’t come from privilege,” she says. “Being a refugee, I’ve experiences the effects of displacement, and in that moment, I recognized that I was able to break barriers and create space for myself in an industry that wasn’t designed for me, doing so unapologetically.”

Beyond being recognized by Forbes, George proudly identifies as a dark-skinned Black woman and is committed to advocating for a beauty industry that embraces that identity. “I was at my wits’ end, feeling that this is unacceptable—we exist, we’re here, and we have always been here, yet society doesn’t recognize us.” She calls upon major brands to address the lack of representation for dark skin, not to stir controversy, but to inspire the change she wishes to see. “I knew my candidness might lead to backlash, but I will continue creating these videos because if a dark-skinned girl walks into a store wanting to select a shade, she should have that option.”

Courtesy of Golloria George; Photography by Grace Bukunmi

While she isn’t shy about critiquing brands, she’s equally quick to commend those who advocate inclusivity. Danessa Myricks ranks high among her favorites. George praises the brand’s offerings including the Yummy Skin Blurring Balm Powder ($25) and Yummy Skin Lift & Flex Hydrating Concealer ($30), as well as the Evolution Setting & Blurring Loose Powder ($25) and Balm Contour ($28). “Every product in her line has worked for me—she truly is remarkable.” Essential picks also include the Haus Labs Triclone Skin Tech Foundation ($49) and Haus Labs Triclone Skin Tech Hydrating + De-puffing Concealer ($32) and the Rhode Peptide Lip Shape ($24). “Move is one of my current favorite shades,” she shares about this lip liner.

Haus Labs Triclone Skin Tech Foundation

From

$49

Rhode Peptide Lip Shape

From

$24

Ultimately, George stays true to her identity and prioritizes authenticity in an industry filled with distractions. “I keep my focus on the bigger picture: to ensure that products cater to those with darker skin tones, that we’re included in marketing campaigns and events, and that younger generations of Black girls know they can achieve anything.” While she is resolute in her mission, George cherishes every moment along this journey. “I may consider launching a makeup brand one day, but at 23, I’m simply enjoying life right now.”

Naomi Parris serves as the assistant shopping editor at PS, based in New York. With over eight years of experience across the brand’s Beauty and Operations teams, she enjoys weaving together narratives that fuse fashion, beauty, and Black culture. Naomi has also contributed her talents to Essence Girls United, Elle, Bustle, and Elite Daily. When she’s not busy curating shopping guides, crafting high-profile features, beauty op-eds, or trend analytics, you can find Naomi nurturing her blog “Eli-Nay,” where she inspires readers through style guides, cultural reflections, and engaging content on her Instagram.