Dr Ateh Jewel’s F.U.chsia and Foundation

I’m Dr Ateh Jewel, an award winning beauty journalist, producer and diversity advocate. I’ve been in the industry for 20 years, writing for titles such as British Vogue, Glamour, Get the Gloss, Sunday Times Style, Guardian and the Telegraph. I’ve been fighting throughout my whole career for more representation and diversity for POC. I believe everyone deserves the right to be seen and celebrated. I have created a glowy and dewy foundation for deeper skin tones, for all the “in between” shades, which have been ignored by the big beauty brands. I have created it without titanium dioxide, which always looks ashy and chalky on darker skin. It’s also packed with skincare ingredients such as hyaluronic acid for juicy skin, Aloe Vera and radiance boosting vitamin C. My foundation is SKINCARE WITH COLOUR!!! I see my beauty range as an act of beauty activism. For 4 years I have been told POC can’t afford to buy my products at a luxury price point. I’ve been told POC don’t want to glow, they want to be matte. I’ve been told POC don’t care about skincare ingredients and CLEAN BEAUTY. I’ve been told I have to add black, white and chalky, ashy Titanium Dioxide into the base. This is BULLSHIT. I say NO. At 15, as a beauty mad teenager I went to a beauty counter and asked for a pink blush. I was told, “Black girls don’t blush and Black girls don’t do pink”. My self esteem and soul was crushed. From that day, every time I wore pink, it was a FUCK YOU to that woman. She represented so many people in my life who have told me that were things were not for you- all based on the fact I have more melanin in my skin. My mate Caroline Hirons and her amazing ‘Skin Freaks’ have named my pink blush F.Uschia. It’s an amazing symbol of never letting anyone crush your spirit or tell you who you should be. Loving your melanin and skin is the ultimate expression of self love. At 42, like millions of other POC, I still don’t have a foundation I love. I decided to BE THE CHANGE. Not just for me but for my children and everyone else who has felt marginalised. A portion of the profits of my range and every venture I do going forward, will go into my DR ATEH JEWEL EDUCATION FUND. I want to send generations of Black and mixed heritage students to university and break the cycle of this NOT FOR YOU gaslighting. Education, representation and visibility will help drive real social change because SEEING IS BELIEVING. This is not a moment, it’s a movement. Please join me on my journey. Ateh x