TIME, ‘Good Morning America’ slams Hailey Bieber for ‘cultural appropriation’ over TikTok lip routine

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ABC’s “Good Morning America” ​​and an article in TIME Magazine have accused Hailey Bieber of cultural appropriation after a recent TikTok video showed the model using a makeup technique popularized by black and Latina women in the 1990s.

In a Monday TIME piece titled “Hailey Bieber’s ‘brownie glazed lips’ look is another example of cultural appropriation in beauty,” writer Cady Lang highlighted how Bieber’s video, which has since garnered over 3 million views, led to a number of White TikTok users are recreating the look, crediting Bieber as inspiration. Lang wrote that critics took issue with the idea that a white woman was given credit for “starting” a beauty technique long used by women of color.

In the video, Bieber wears clear lip gloss and brown lip liner from her beauty brand Rhode, and claims to have never started the look. The piece highlighted how Bieber trended on Twitter and was ridiculed for using the term “brownie glazed lips”, which other content creators claimed was “problematic” and intended to help her sell her product.

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“The ‘brownie glazed lips’ controversy shows how easily appropriation can happen and how, whether intentional or not, it comes at the expense of women of color,” Lang wrote.

The Times piece also questioned the larger implications of cultural appropriation, arguing that famous white women, such as the Kardashians, have hijacked trends made popular by black and brown women and rebranded them as “model-off-duty”- looks.

“The implications extend far beyond TikTok. Although beauty standards are constantly changing, the idealization of whiteness in beauty remains. Aesthetic trends practiced by women of color, such as wearing braids, wigs, and elaborate acrylic nail art, have consistently been stigmatized until white women try them on, which suddenly makes them cool or edgy,” Lang added.

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The TIME writer also shot down the idea that the model’s mother, Kennya Baldwin, who is Brazilian, may have served as the source of her inspiration. Lang said the look has historically been associated with first- and second-generation Mexican Americans, as well as black and brown women, but not Brazilian women.

Tuesday’s “Good Morning America” ​​dedicated an entire segment to the controversy surrounding Bieber, saying she faced “backlash” over a lip routine that some had described as “cultural appropriation.”

The segment featured several social media users slamming Bieber for using the beauty technique.

“A white woman does it – it’s going to be a trend. It’s going to be praised,” Latina TikTok creator @benulus said in a Friday video. “I’m so flattered that Hailey Bieber is always inspired by my community, a POC community. But because she’s doing it now, all the people who told me those lips are ugly are the ones who come to to fall behind with that trend.”

“I’m crying because she took a lip combo that black and latina women have been wearing since the 90’s and called it “brownie glazed lips” to make it sound cute lol like if you want to try to make a trend, so the least you could do is give credit from where you got the inspo,” Twitter user wrote @KINDAFENTY.

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