<ul class="summary-list"><li>Beauty YouTuber and influencer <keyword id="9313623" type="UNKNOWN" weightage="60" keywordseo="jackie-aina">Jackie Aina</keyword> launched her lifestyle brand, <keyword id="9741466" type="UNKNOWN" weightage="60" keywordseo="forvr-mood">FORVR mood</keyword>, on Monday.</li><li>Aina had previously worked with several brands on makeup collaborations, including Artist Couture and Anastasia Beverly Hills.</li><li>Aina describes her new brand as "affordable luxury," and the products range from $32 to $49 each.</li><li>She told Business Insider that the brand was two years in the making: "Product development takes a long time and I wanted to ensure that every detail was absolute perfection."</li><li>While the main focus of the brand is candles, headbands, and silk pillowcases, Aina has plans to expand into fragrance and skincare products, she said.</li></ul><p>After several makeup collaborations with prominent brands, beauty YouTuber and influencer Jackie Aina launched her own lifestyle brand, <a href="https://forvrmood.com/">FORVR mood</a>, on Monday.</p><p>Aina teased products from the launch on social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> during July to help build buzz, previewing the launch's signature items: four different candles following a pastel color theme, matched with gold accents on marble-background labels. It worked.</p><p>Over 45,000 people signed up for the pre-launch list, according to Aina. She said the August 4 pre-sale inventory sold out, but declined to specify how many units were sold.</p><p>Productivity coach Denis Asamoah, who is a cofounder of FORVR mood and Aina's fiance, wrote on Twitter Monday that the team was looking for a larger production facility to keep up with the demand.</p><p>For Aina, the launch day was the culmination of more than two years of work on the brand.</p><p>"FORVR mood has been in the works for over two years," Aina told Business Insider. "Product development takes a long time and I wanted to ensure that every detail was absolute perfection. The process of testing, pivoting, testing and pivoting seemed endless but we finally nailed formulas, materials, packaging, and branding. Each product exudes a part of me."</p><p>Aina is part of a growing trend of <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> creators and other <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> who have made their own products. Some have launched <a href="https://www.businessinsider.com/dolan-twins-ethan-and-grayson-on-fragrance-brand-wakeheart-interview-2020-1">fragrances</a> while others have <a href="https://www.businessinsider.com/arielle-charnas-something-navy-sells-1-million-in-30-minutes-2020-7">made fashion lines</a> or <a href="https://www.businessinsider.com/beauty-mogul-huda-kattan-shares-influencer-business-tips-interview-2019-8">built makeup brands</a>. And earning revenue directly from fans has become increasingly important as the coronavirus pandemic has <a href="https://www.businessinsider.com/why-coronavirus-wont-destroy-the-influencer-economy-creator-business-2020-5">caused a downturn in the advertising market</a>.</p><h2>Aina describes her brand as 'affordable luxury'</h2><p>Aina started <a href="https://www.youtube.com/makeupgameonpoint">her YouTube channel</a> in August 2009 and now has around 3.5 million subscribers.</p><p>On Aina's channel, she gives her honest opinions about the beauty community, makeup, and skincare products, while using her personality and life experiences to appeal to her audience. Her channel has led her to accolades like the 2018 NAACP Image YouTuber of the Year award.</p><p>Aina's first product collaboration was with makeup and skincare company E.L.F in July 2016 for the limited edition J.Glow Palette. She has also done collaborations with the makeup companies Too Faced and Artist Couture, and most recently, <a href="https://www.youtube.com/watch?v=iusd9m4q0AE">she worked with Anastasia Beverly Hills on her "Jackie Aina Palette" of 14 colors</a>.</p><p>But Aina wanted to move beyond makeup with her new brand.</p><p>"I created FORVR mood for those who love what I do and want to try the things that I recommend on a daily basis that aren't necessarily makeup related," Aina said.</p><p>Besides the $35 candles, Aina is also selling silk pillowcases ($49) and matching headbands ($28).</p><p>Aina describes the mood of the new brand as "affordable luxury" and "accessible boujee."</p><p><div type="image" title="ForvrMood 7" height="2000" width="2667" msid="77494918" hostid="261"></div></p><h2>The 2-year process of creating FORVR mood</h2><p>Aina and Asamoah run FORVR mood together, with Aina focusing on the creative side of the business and Asamoah leading operations and business development.</p><p>A representative for Aina declined to comment further on how the business is structured or its manufacturing partnerships. </p><p>The cornerstone of the initial launch were the four candles announced pre-launch. Aina said "Left On Read," "Matcha Business," "Cuffing Season," and "Caked Up," were all inspired by her own experiences, memories, and places she's lived and traveled to.</p><p>Her struggles growing up with hyperhidrosis, excessive sweating, was a big inspiration for the candles, she said. </p><p>"In multiple ways, I just learned how to mask my body because one of the things that I struggled with the most was sweating," she said. "And so that relationship with fragrance kind of carried over into candles."</p><p>For some of her followers, fragrance and candles were not what they expected from the YouTuber.</p><p>"I won't lie, I wasn't expecting you to sell candles, I thought you were going to make clothes," one Twitter user wrote.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Kgomotso Mosiatlhaga  (@kgomotsomosiat) <a href="https://twitter.com/mims/statuses/1285583350539997188?ref_src=twsrc%5Etfw">July 21, 2020</a></blockquote><p>But Aina said it was an obvious and personal choice for her. From struggles with hyperhidrosis in her upbringing to her life and career path, each tells a "scent story," she wrote on Twitter.</p><h2>'I burn my candles all day'</h2><p><div type="image" title="ForvrMood 4" height="2025" width="2700" msid="77494921" hostid="261"></div></p><p>The candles are made of 100% coconut soy wax, with no sulfates or parabens, and are hand-poured in California. </p><p>"I wanted to be able to get the best quality scents with the best ingredients possible, and for me, the coconut soy was like a no brainer," Aina said.</p><p>Candles made of soy wax do not emit some of the toxic chemicals into the air that paraffin candles do, according to <a href="https://www.scsu.edu/news_article.aspx?news_id=832">a 2009 study by South Carolina State University.</a> </p><p>"Because we spend so much time at home, and if anybody else was like me, I burn my candles all day," Aina said. "So it was important to me that I wasn't putting anybody's health or breathing at risk while utilizing these candles."</p><p>Soy wax candles also <a href="https://nzcandlesupplies.nz/blogs/news/organic-coconut-candle-wax-the-candle-industry-s-new-darling#:~:text=Burns%20slower%20and%20longer%20%E2%80%93%20Coconut,to%2058%20hours%20burn%20time.">generally last longer than paraffin candles</a>. Aina said her candles will last up to 65 hours in burn time.</p><p>While the main focus of the brand is candles, headbands, and silk pillowcases, Aina has plans to expand into fragrance and skincare products, she said.</p>

YouTube star Jackie Aina describes the 2-year process of creating her new 'affordable luxury' brand launching with candles inspired by her memories

<ul class="summary-list"><li>Jackie Aina debuted a new candle collection on Thursday under her company Forvr Mood. </li><li>One candle is named "Sòrò Sókè," a rallying cry used against police brutality in Nigeria.  </li></ul><p><a href="https://www.insider.com/luminaries-jackie-aina-beauty-inclusive-2020-10" target="_blank" rel="noopener">Jackie Aina</a> and her lifestyle brand <a href="https://forvrmood.com/" target="_blank" rel="noopener">Forvr Mood</a> issued an apology for naming a candle in her latest collection after a Nigerian protest slogan.</p><p>Aina, 35, and Forvr Mood shared an official statement Friday on <a href="https://www.instagram.com/p/Cg5TYdQvd3h/?hl=en" target="_blank" rel="noopener">Instagram</a> addressing the controversy among her fans this week. The Nigerian American social media influencer gained internet fame as a makeup artist on YouTube before expanding into lifestyle and home goods.</p><p>The criticism against Aina sparked Thursday after she unveiled a four-candle set called "<a href="https://forvrmood.com/pages/owambe-pre-launch" target="_blank" rel="noopener">The Owambe Collection."</a> </p><p>The collection included a candle named after the Yoruba phrase "Sòrò Sókè," which translates to "speak louder." It was used to call out police brutality in Nigeria during the <a href="https://africa.businessinsider.com/local/lifestyle/list-of-celebrities-supporting-the-endsars-protest-keep-growing/jb3vmj3" target="_blank" rel="noopener">#EndSARS movement</a> in 2020. SARS stands for Nigeria's Special Anti-Robbery Squad.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~540;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/Cg5TYdQvd3h" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by Jackie Aina (@jackieaina)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>"As the brand owner of FORVR Mood, I understand our decision has severely hurt members of my Nigerian community with the naming of the candle Sòrò Sókè. We missed the mark on this and it will never happen again," Aina's Instagram post read. "Empowerment and respect is the ethos of FORVR and that was unfortunately not properly conveyed in the naming of the candle."</p><p>The statement added that the candle Sòrò Sókè would be removed from sale and production. </p><div type="image" title="Jackie Aina Forvr Mood Website Screenshot" height="1428" width="2116" msid="93399286" hostid="261"></div><p>"We accept full responsibility and I recognize the gravity of this error; to that effect, this candle will be pulled from the market and production immediately," the statement continued. "I apologize for the hurt this has caused and I thank you for holding us accountable." </p><p>Representatives for Aina and Forvr Mood did not immediately respond to Insider's request for comment. </p><p>As of Saturday, the Sòrò Sókè candle<a href="https://forvrmood.com/collections/candles?sort_by=created-descending" target="_blank" rel="noopener"> isn't listed on the company's website</a> and the product is <a href="https://www.sephora.com/search?keyword=productnotcarried" target="_blank" rel="noopener">no longer available</a> at Sephora. However, a photo of the candle is <a href="https://forvrmood.com/pages/owambe-pre-launch" target="_blank" rel="noopener">still viewable</a> in a pre-launch advertisement. </p><div type="image" title="Jackie Aina FORVR Mood Website Screenshot" height="1388" width="2036" msid="93399287" hostid="261"></div><h2><strong>Fans called out Aina online, with some accusing the social media influencer of using the protest slogan as an aesthetic </strong></h2><p>Following the collection's debut, Aina began to trend on Twitter as people discussed the candle's name. One criticism launched at Aina was that she didn't publicly speak out in support of the #EndSARS movement until after SARS <a href="https://www.bbc.com/news/world-africa-54499497" target="_blank" rel="noopener">was disbanded in October 2020, </a><a href="https://www.nbcnews.com/pop-culture/viral/jackie-aina-soro-soke-candle-nigeria-police-brutality-protest-backlash-rcna41789" target="_blank" rel="noopener">NBC News</a> reported. </p><p>According to the outlet, Aina shared a <a href="https://twitter.com/jackieaina/status/1315349545241333760" target="_blank" rel="noopener">Twitter thread</a> of infographics that month that called out Nigeria's government and sought justice for victims of SARS-related violence. Five days later, she also shared another post about the movement on <a href="https://www.instagram.com/p/CGaug22gbjr/?hl=en" target="_blank" rel="noopener">Instagram.</a></p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—the candle lady  (@jackieaina) <a href="https://twitter.com/mims/statuses/1315349545241333760?ref_src=twsrc%5Etfw">October 11, 2020</a></blockquote><p>"This Jackie Aina situation really re-confirms why influencer culture will never be ethical. It's hinged on marketing and selling products. So yeah, aestheticising your culture to sell candles makes sense in that aspect," one person <a href="https://twitter.com/ZuvaSeven/status/1555538276706140163" target="_blank" rel="noopener">tweeted. </a></p><p>Another <a href="https://twitter.com/YasmeenJavid/status/1555704607564857353" target="_blank" rel="noopener">added</a>: "I didn't quite understand everything regarding Jackie Aina and her using Soro Soke for a candle, until I saw someone say it was the equivalent of someone putting "I can't breathe" on a candle. It's unsettling."</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~540;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/Cg14zdSg_TN" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by FORVR MOOD (@forvrmood)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>One person noted that Nigerian <a href="https://www.insider.com/nigeria-holds-hearing-12-activists-were-shot-dead-during-protests-2020-10" target="_blank" rel="noopener">citizens were killed during the protests. </a></p><p>"Jackie Aina, a Nigerian in the diaspora decided it was sensible to name her candle Soro Soke; a word formed during the #EndSARS protest. This was a period when hundreds of Nigerian youths were beaten and shot to death because they wanted a better country," they <a href="https://twitter.com/iam_RosE_/status/1555581780094246913" target="_blank" rel="noopener">tweeted.</a></p><div type="image" title="Jackie Aina in November 2019." height="2341" width="3122" msid="93399288" hostid="261"></div><h2><strong>Aina is vocal about inclusion and diversity, having called out brands and companies in the past</strong></h2><p>Several online users also <a href="https://twitter.com/seun_aka_lara/status/1555607846213107717" target="_blank" rel="noopener">noted</a> that in the past, Aina has used her platform to highlight the lack of diversity in the beauty and fashion industry.</p><p>In June 2020, Aina spoke out against clothing brands like Fashion Nova for being <a href="https://www.insider.com/jackie-aina-instagram-story-fashion-brands-silent-black-community-2020-5" target="_blank" rel="noopener">"dead silent" about police brutality and other aspects affecting the Black community.</a> She also called out cosmetic brands like KKW Beauty for a <a href="https://twitter.com/jackieaina/status/978855281542213632?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E978855281542213632&amp;ref_url=https%3A%2F%2Fwww.seventeen.com%2Fbeauty%2Fceleb-beauty%2Fa19618936%2Fjackie-aina-drags-kim-kardashian-concealer-collection%2F" target="_blank" rel="noopener">"dismal" </a>concealer shade range in March 2018. </p><p>NBC News reported that Aina called out the cosmetic brand Too Faced in 2018 for its limited shade range, which later led to a brand collaboration to create darker shades. </p>

Jackie Aina apologized for naming a candle after a Nigerian rallying cry: 'I recognize the gravity of this error'

<div type="image" title="jackie aina headshot" height="964" width="1285" msid="78666405" hostid="261"></div><ul class="summary-list"><li><keyword id="9313623" type="UNKNOWN" weightage="60" keywordseo="jackie-aina">Jackie Aina</keyword> is a <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> YouTuber and <keyword id="1864633" type="PERSON" weightage="60" keywordseo="Influencer">influencer</keyword> with millions of followers across social media platforms.</li><li>She's best known for creating change in the multi-billion dollar industry, as she consistently calls for beauty brands to work towards diversity and inclusion.</li><li>Aina told Insider that "the beauty" of her career is that it's been "full of unexpected twists and turns."</li><li>She also said she's excited to continue running her lifestyle brand FORVR Mood, and that she hopes to see more grace and balance in the world over the next decade.</li><li><strong><strong>Aina is on Insider's list of Luminaries:</strong></strong> 25 women pushing boundaries and accomplishing extraordinary feats. Check out the full list <a href="https://www.insider.com/the-luminaries-25-people-accomplishing-extraordinary-goals-2020-10">here</a>.</li></ul><p><a href="https://www.insider.com/category/jackie-aina">Jackie Aina's</a> path in life has been nonlinear. Just ask Aina herself.</p><p>She first created her <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> channel in 2009 while <a href="https://youtu.be/cWmlDxHQbZw">living in Hawaii and serving in the military reserves</a>. At the time, she shared simple <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> tutorials, and had a small group of dedicated fans. Now, her channel has more than 3.5 million subscribers who tune in weekly to experience Aina's outgoing personality and knowledge of all things beauty.</p><p>But her career reaches far beyond YouTube. In recent years, Aina has collaborated with some of the biggest beauty brands in the world to advocate for diversity within the industry. She also ventured into the lifestyle category this year, launching FORVR Mood, which sells a range of home products.</p><p>"My career is full of unexpected twists and turns," Aina told Insider. "But to be honest with you, I feel like that's been the beauty of it. I've always been ready to take on a challenge, and I'm always ready to take risks."</p><h2><strong>Jackie Aina got her start working at a MAC Cosmetics makeup counter</strong></h2><p>Aina was born in California's San Gabriel Valley, where she grew up with three brothers and three sisters. She recalled "growing up with nothing" <a href="https://www.buzzfeednews.com/article/darianharvin/jackie-aina-youtube-fenty-beauty-kim-kardashian">and told BuzzFeed News</a> she had lived in shelters with her mother and siblings on three different occasions.</p><p>Even in those early years, Aina had her sights set on beauty and style. She said fashion was "her first love," and that she often wore clothes sewed by her mother. She also said she would apply makeup to her siblings at the time.</p><p>She <a href="https://www.entrepreneur.com/slideshow/312505">attended</a> California State University San Bernardino for two years to study medicine, but eventually decided that a medical career wasn't for her. She enrolled in the army instead, and discovered her knack for makeup while stationed in Hawaii. </p><iframe width="560" height="315" src="https://www.youtube.com/embed/cWmlDxHQbZw" frameborder="0"></iframe><p>Before jumping into the YouTube scene, however, Aina took a job with MAC Cosmetics, selling makeup behind one of the brand's counters. At the time, according to Entrepreneur, Aina was repeatedly told by other beauty workers that "the trends she wanted to try wouldn't work for her complexion."</p><p>The latter led her to take her passion to YouTube, where she could share her interests and favorite trends with those who would appreciate and understand them.</p><h2><strong>Now, the YouTuber is a force for change within the multi-billion dollar beauty industry</strong></h2><p>On August 14, 2009, the now 33-year-old posted her first YouTube video. It was titled <a href="https://youtu.be/20OP1JIXp9g">Electric Purple Smokey Eye</a>, and barely featured Aina at all. Instead, it played like a slideshow, alternating between grainy photos of makeup and text descriptions that explained how to achieve an eye-shadow look. Nearly ten years to the day after that first vlog, Aina's career came full circle: she announced her <a href="https://wwd.com/beauty-industry-news/beauty-features/jackie-aina-anastasia-beverly-hills-release-eyeshadow-palette-1203232197/">collaboration eye-shadow palette with Too Faced</a>. </p><p>But it's her advocacy for diversity within <a href="https://www.businessinsider.com/beauty-multibillion-industry-trends-future-2019-7">the multi-billion dollar beauty industry</a> that has made waves. In January 2018, <a href="https://www.popsugar.com/beauty/Jackie-Aina-Wins-NAACP-Image-YouTuber-Year-Award-44501946">Aina won the first YouTuber of the Year trophy at the NAACP's annual Image Awards</a>. The award celebrated her work on YouTube, where she <a href="https://youtu.be/R5lFh3mxMU4">advocates for people of color</a>, shares <a href="https://youtu.be/4xk5NsfmnOc">techniques for a wide variety of skin tones</a>, and <a href="https://youtu.be/VaQgls2SGfE">calls on large companies to make changes towards inclusivity</a>.</p><blockquote class="instagram-media" data-instgrm-captioned="" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/Bd-tWNNA17v" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">super honored to have been awarded this year’s @naacp Image Award for YouTuber of the year  thank you so much @google and the @naacpimageawards for this incredible opportunity and reminding each of us that even if just through makeup, we all have the power to encourage social change  #naacpimageawards</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by  Jackie Aina (@jackieaina) on Jan 15, 2018 at 10:15am PST<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2018-01-15T18:15:50+00:00">Jan 15, 2018 at 10:15am PST</time></p></div></blockquote><p>Later, she helped address a longstanding problem in the beauty world: the overwhelming paleness of makeup shade ranges. She partnered with Too Faced to expand its foundation line, and helped launch <a href="https://www.allure.com/story/jackie-aina-interview-too-faced-born-this-way-foundation-shades">nine different tints in June 2018</a>.  </p><p>To this day, she continues to fight for change. Most recently, in June, <a href="https://www.insider.com/jackie-aina-instagram-story-fashion-brands-silent-black-community-2020-5">she called on brands like Fashion Nova and Pretty Little Thing to speak up about issues surrounding the Black community</a>. Not only did Aina's plea lead her to speak directly with executives at both brands, but her words also inspired viewers across social media to hold their favorite companies accountable.</p><h2><strong>Aina is moving into the lifestyle category — and she has the potential to make it big</strong></h2><p>Aina is now balancing her makeup career with <a href="https://www.businessinsider.com/youtube-star-jackie-aina-on-developing-forvr-mood-brand-candles-2020-8">her lifestyle brand, FORVR Mood</a>, which she launched in August.</p><p>The company currently sells items like silk headbands and pillowcases, and so far, customers love Aina's four <a href="https://forvrmood.com/collections/all">signature candles</a>. But at the end of the day, it's not sales or reviews that Aina is most proud of. Instead, it's her ability to "weather the storm of the unexpected," a skill that's been useful in recent months.</p><p>"Starting a business in general is something that poses a lot of challenges, but launching one throughout a pandemic was something we never prepared for," Aina said. "My mom's generation has never even experienced something like this, let alone mine. So just being able to do that and do it successfully has made me so proud."</p><blockquote class="instagram-media" data-instgrm-captioned="" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CDU3BEdBAm9" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">FAQ: We ship internationally! Price: $35 each, $125 for all 4 65 hour burn time 10 Oz 100% coconut soy wax Hand poured in California  No paraffin, no phthalates Cruelty free</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by  FORVR MOOD (@forvrmood) on Jul 31, 2020 at 5:05pm PDT<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2020-08-01T00:05:29+00:00">Jul 31, 2020 at 5:05pm PDT</time></p></div></blockquote><h2><strong>Even with FORVR Mood as one of her top priorities, beauty is still in Aina's veins</strong></h2><p>Aina's latest venture is especially smart considering the influx of makeup artists and beauty influencers that have entered in the industry in recent years. But whereas most see an overloaded business, Aina sees never-ending potential.</p><p>"People love to say this industry is saturated — and you know what? They're not wrong," Aina said. </p><p>Still, she believes that competition isn't a bad thing, and that those pursuing a career in beauty should "never let it discourage you."</p><p>"Even though we're all basically doing the same thing, we're all saying it in a different voice," she said. "We're all offering our own individual perspectives, our own takes, our own humor, our own personalities, and those things matter. That's what people are looking for."</p><div type="image" title="jackie aina makeup" height="1333" width="1777" msid="78666406" hostid="261"></div><p>After all, some of her biggest inspirations come from the beauty world — particularly Pat McGrath and the late Kevyn Aucoin. Aina specifically admires McGrath's creativity, talent, work ethic, and ability to "stay relevant."</p><p>"I feel like she's the epitome of what it means to just really be consistent and be a trendsetter," Aina said of McGrath. "You don't ever hear about her ripping off someone else's work, or her copying somebody else. It's always straight from her, first and foremost. She's incredibly knowledgeable."</p><h2><strong>Ultimately, Aina dreams of a world with grace and balance</strong></h2><p>When her makeup comes off and her candles are blown out at the end of the day,  Aina isn't much different than the average woman. But according to the influencer, sometimes people online can forget that.</p><p>"Content creators are human," Aina said. "We're just trying to figure things out the same way everybody else is. We're just unfortunately going through those things publicly."</p><p>"I think it would be nice to just have some grace sometimes," she added. "I often feel like when influencers and digital creators — and especially if you're a Black creator — say something, people will never let you forget it or get over it. People will never give you an opportunity to redeem yourself."</p><p>Of course, Aina is proof of how much can change in a decade. Within the next 10 years, she hopes that the internet becomes a more balanced place, both for herself and others.</p><p>"The digital world moves really fast and things change very rapidly," she said. "Right now, misinformation is really easy to spread because people are understanding how going viral works."</p><p>"I would just like to see a lot of that mellow out — for more normalcy in the digital world, where there isn't this need for instant gratification or clout all the time," she said.</p><p>While there's no telling how long it could take to achieve that, there's no doubt that Aina will play a major role in helping the internet — and especially the beauty community — get there.</p><p><strong>Read more:</strong></p><p><a href="https://www.insider.com/the-luminaries-25-people-accomplishing-extraordinary-goals-2020-10">The Luminaries: 25 women pushing boundaries and accomplishing extraordinary feats</a></p><p><a href="https://www.businessinsider.com/youtube-star-jackie-aina-on-developing-forvr-mood-brand-candles-2020-8">YouTube star Jackie Aina describes the 2-year process of creating her new 'affordable luxury' brand launching with candles inspired by her memories</a></p><p><a href="https://www.insider.com/jackie-aina-instagram-story-fashion-brands-silent-black-community-2020-5">Beauty YouTuber Jackie Aina is calling on clothing brands like Fashion Nova to stop being 'dead silent' about issues facing the black community</a></p>

Jackie Aina has taken the beauty industry by storm. The YouTube star isn't stopping there.

<p><em>Hi, this is Amanda Perelli and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the business of influencers, creators, and social-media platforms. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></em></p><p><strong>In this week's edition:</strong></p><ul><li><p>The top publicists for influencers <a href="https://www.businessinsider.com/top-pr-pros-and-publicists-for-influencers-youtube-tiktok-instagram-2021-3">on YouTube, TikTok, and Instagram</a><a href="https://www.businessinsider.com/inside-snaps-stunning-comeback-with-revenue-up-62-percent-yoy-2021-3"></a></p></li><li><p>How influencers are cashing in on NFTs <a href="https://www.businessinsider.com/how-influencers-are-making-money-on-nfts-while-market-hot-2021-3">while the market is hot</a></p></li></ul><ul><li><p>Inside Dunkin's <a href="https://www.businessinsider.com/inside-dunkin-charli-damelio-partnership-influencer-marketing-strategy-2021-3">influencer-marketing and TikTok strategy</a></p></li><li><p>How influencers and marketers are <a href="https://www.businessinsider.com/influencers-and-marketers-use-clubhouse-to-make-brand-deals-2021-3">using Clubhouse to strike brand deals</a></p></li></ul><ul><li><p>And more including an <a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">investigation into a former member of David Dobrik's YouTube Vlog Squad</a></p></li></ul><h2><a href="https://www.businessinsider.com/top-pr-pros-and-publicists-for-influencers-youtube-tiktok-instagram-2021-3">The top 18 PR pros and publicists for influencers</a></h2><p>Influencers famous for their work on <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword>, Instagram, and YouTube are landing late-night TV spots and appearing on the cover of magazines.</p><p>To make it happen, many hire publicists with experience representing Hollywood actors and musicians.</p><p>Dan Whateley, Sydney Bradley, and I are recognizing the top PR pros who work with influencers and digital creators.</p><p>Here are some of the executives highlighted in our second annual power list:</p><ul><li><p>Nicole Perez-Krueger, founder of Align Public Relations, represents Charli D'Amelio and her family.</p></li><li><p>Cole Chasen Trider, founder and CEO of Chasen Creative <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">Media</keyword>, worked with top YouTube and beauty influencer Jackie Aina on promoting her lifestyle brand FORVR mood.</p></li><li><p>Dave Kim, founder and CEO of Dave Kim PR, has secured his clients coverage in the The Wall Street Journal, Forbes Magazine, and Billboard. He represents creators of the influencer collab house Team RAR.</p></li></ul><p><a href="https://www.businessinsider.com/top-pr-pros-and-publicists-for-influencers-youtube-tiktok-instagram-2021-3">Check out the full list of top publicists, here</a>.</p><h2><a href="https://www.businessinsider.com/how-influencers-are-making-money-on-nfts-while-market-hot-2021-3">Influencers are rushing to make money on NFTs using virtual avatars, digital collectibles, and one-off art</a></h2><div type="image" title="Jake Paul as a 3D influencer" height="2249" width="3000" msid="81571543" hostid="261"></div><p>Some influencers are rushing to cash in on non-fungible tokens (NFTs) as the market heats up.</p><p>NFT platforms are reporting a spike in sales and for some, the internet trend can bring a big payday.</p><p>Dan wrote that influencers Logan Paul, Zach "ZHC" Hsieh, and the virtual influencer Miquela have all experimented with NFTs:</p><ul><li><p>Creators are hoping that NFTs will offer another way to interact directly with fans and earn money.</p></li><li><p>The barriers to entry for creators looking to test out NFTs are relatively low, and some platforms have set up ways to make it easier to get started.</p></li><li><p>Jake Paul launched his own virtual avatar on Tuesday and plans to sell digital items like boxing gloves to fans soon.</p></li></ul><p>"Of course influencers are showing up, there's a lot of money to be made," said Kayvon Tehranian, the founder and CEO of the NFT auction platform Foundation.</p><p><em>Have more information on NFTs? Email Dan: dwhateley@insider.com.</em></p><p><a href="https://www.businessinsider.com/how-influencers-are-making-money-on-nfts-while-market-hot-2021-3">Read more about NFTs, here.</a></p><h2><a href="https://www.businessinsider.com/inside-dunkin-charli-damelio-partnership-influencer-marketing-strategy-2021-3">Inside Dunkin's influencer-marketing strategy, from hiring Charli D'Amelio to employees posting on TikTok</a></h2><div type="image" title="Charli D'Amelio / Dunkin" height="2994" width="3992" msid="81571549" hostid="261"></div><p>After Charli D'Amelio gave Dunkin' millions of free video impressions, the brand decided to hire her as an official brand ambassador.</p><p>"What we've noticed is, in order for us to be successful, we really need to tap into what's already happening around our brand," said Melanie Cohn Rabino, the director of brand engagement at Dunkin'.</p><p>Dunkin' has used social media to help promote products by hiring influencers, employees, and fans to film content for <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>.</p><p>I spoke with Dunkin' about the company's TikTok strategy and partnership with D'Amelio:</p><ul><li><p>The brand only follows die-hard Dunkin' fans on TikTok, and has turned the act of finding new people to follow into a way to boost engagement, launching contests around it on the app.</p></li><li><p>Dunkin' launched a crew-ambassador program as a way to pay its employees to post TikTok videos while on the job.</p></li><li><p>It has leaned into hiring micro influencers who specialize in a particular niche, such as food, to help introduce a new product. </p></li></ul><p><a href="https://www.businessinsider.com/inside-dunkin-charli-damelio-partnership-influencer-marketing-strategy-2021-3">Read more about the brand's social-media strategy here.</a></p><h2><a href="https://www.businessinsider.com/influencers-and-marketers-use-clubhouse-to-make-brand-deals-2021-3">How influencers and marketers are using Clubhouse to strike brand deals and make new connections</a></h2><div type="image" title="clubhouse app" height="2000" width="2666" msid="81571556" hostid="261"></div><p>Influencers are landing brand deals by networking on the audio-only app Clubhouse.</p><p>Sydney wrote that some "rooms" on the app are connecting industry professionals such as social-media managers, casting agents, and brand executives with influencers.</p><ul><li><p>Within these rooms, influencers are pitching themselves to marketers or simply chatting about their careers and interests.</p></li><li><p>Then, they move those conversations from Clubhouse to DMs or emails to start talking business. </p></li><li><p>Some have used Clubhouse to get hired for campaigns on other platforms, such as Instagram, YouTube, and TikTok. </p></li></ul><p><a href="https://www.businessinsider.com/rektglobals-ceo-on-buying-tiktok-agency-talentx-entertainment-2021-3"></a><a href="https://www.businessinsider.com/influencers-and-marketers-use-clubhouse-to-make-brand-deals-2021-3">Read more about how influencers and marketers use Clubhouse, here.</a></p><h2>More creator industry coverage from Insider:<a href="https://www.businessinsider.com/snapchat-creators-who-have-made-over-1-million-from-spotlight-2021-1"></a></h2><p><strong>TikTok</strong></p><ul><li><p><a href="https://www.businessinsider.com/netflix-and-espn-added-most-tiktok-followers-among-brands-research-2021-3">10 brands that have gained the most TikTok followers in the last year</a> (Dan Whateley)</p></li><li><p><a href="https://www.businessinsider.com/tiktok-job-coach-alexa-shoen-became-leading-jobtok-trend-creator-2021-3">How a former Facebook staffer became a leading "JobTok" creator on TikTok</a> (Molly Innes)</p></li><li><p><a href="https://www.businessinsider.com/how-much-personal-finance-influencer-tori-dunlap-star-earns-tiktok-2021-3">How much money a personal-finance influencer with 860,000 followers earns on TikTok</a> (Molly Innes)</p></li></ul><p><strong>Media kits </strong></p><ul><li><p><a href="https://www.businessinsider.com/instagram-influencer-media-kits-3000-to-1-million-followers-2020-12">7 real media kit examples that Instagram influencers use to land brand sponsorships</a> (Dan Whateley, Sydney Bradley, and Amanda Perelli)</p></li></ul><h2>This week from Insider's digital culture team:</h2><div type="image" title="vlog squad rape accusations david dobrik durte dom 4x3" height="1800" width="2400" msid="81571559" hostid="261"></div><h2><a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">A woman featured on YouTube star David Dobrik's channel says she was raped by a Vlog Squad member in 2018 the night they filmed a video about group sex</a></h2><p>David Dobrik's Vlog Squad is one of the most beloved friend groups on YouTube.</p><p>Now, an extra in a 2018 vlog says she was too intoxicated to consent to sex with Dominykas Zeglaitis, aka Durte Dom, during the night they were filming for the vlog.</p><p>The same woman says she was raped and that she believes the video's portrayal of the sex as consensual is inaccurate.</p><p><a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">Read the full investigation by Insider reporter Kat Tenbarge, here.</a></p><p><strong>More on digital culture: </strong></p><ul><li><p>On his podcast channel, YouTube creator David Dobrik <a href="https://www.insider.com/david-dobrik-apology-video-vlog-squad-consent-is-super-important-2021-3">addressed for some of his past actions and content</a>.</p></li><li><p>People on TikTok are feeding their dogs hot sauce and <a href="https://www.insider.com/tiktok-hot-sauce-trend-dog-dangerous-dogs-vets-pet-owners-2021-3">veterinary experts say the trend is dangerous.</a></p></li></ul><ul><li>A YouTube prankster said he <a href="https://www.insider.com/jaystation-youtube-channels-banned-threatens-lawsuit-girlfriend-2021-3">plans on suing YouTube for banning his channels.</a></li></ul><div type="image" title="schuyler mckinley squishmalllow collection" height="780" width="1040" msid="81571560" hostid="261"></div><h2>Here's what else we're reading: </h2><ul><li><p><a href="https://www.adweek.com/media/clubhouse-taps-instagrams-fadia-kader-to-lead-media-partnerships/">Clubhouse hired an Instagram exec to head media partnerships and creators</a> (Scott Nover, from Adweek)</p></li><li><p><a href="https://www.nytimes.com/2021/03/16/style/squishmallows.html">Collectible plush toys called Squishmallows are taking over TikTok, Instagram, and Reddit</a> (Taylor Lorenz, from The New York Times)</p></li><li><p><a href="https://www.tubefilter.com/2021/03/12/youtube-spring-merch-shelves-digital-downloadable-products/">Now YouTubers can sell digital and downloadable products like ebooks or songs below videos</a> (James Hale, from Tubefilter)</p></li><li><p><a href="https://www.theverge.com/2021/3/14/22330281/clubhouse-accelerator-creators-davison-app">Clubhouse will help creators monetize their shows with new accelerator program</a> (Kim Lyons, from The Verge)</p></li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong> </h2>

You Searched For "forvr mood" and got 4 results

YouTube star Jackie Aina describes the 2-year process of creating her new 'affordable luxury' brand launching with candles inspired by her memories

Bria Overs

Jackie Aina apologized for naming a candle after a Nigerian rallying cry: 'I recognize the gravity of this error'

Lauren Edmonds

Jackie Aina has taken the beauty industry by storm. The YouTube star isn't stopping there.

Amanda Krause

The top PR pros for influencers on Instagram, YouTube, and TikTok

Amanda Perelli