As the pandemic keeps much of the world’s population in a holding pattern, in-person exploration is obviously out of the question. However, virtual connections are flourishing, ranging from hikes and tours to classes and entertainment. Moreover, one beauty brand is contributing to this trend through videos that merge makeup tutorials with personal narratives from diverse cultures around the globe.
CTZN Cosmetics, founded by sisters Aleena, Aleezeh, and Naseeha Khan, emphasizes inclusivity in beauty products. Born in Los Angeles and raised in the Middle East, these sisters felt underrepresented in beauty campaigns. The brand, launched in May 2019 with the tagline “Of the World,” primarily focuses on catering to people of color while fostering an international community of makeup enthusiasts through its Cultutorial video series.
Through her role in the brand, Aleena has discovered that beauty topics engage audiences effectively. As a former member of Snapchat’s content team, she observed that makeup tutorials retain viewer interest for longer periods—typically ten to fifteen minutes—presenting a unique opportunity to impart knowledge during that time.
Each Cultutorial video features individuals showcasing their makeup routines while sharing cultural insights from specific locations. The series has already covered countries like South Korea, the Philippines, the Dominican Republic, Tanzania, Egypt, India, and London, with plans for more episodes. Aleezeh describes the content as entertaining and relatable, steering clear of formal educational tones.
The videos provide practical tips from locals, enhancing the viewer’s travel knowledge. For instance, a recent South Korea episode mentioned a cultural nuance regarding modesty that would benefit potential visitors to the country.
Importantly, the series consciously avoids political discussions to maintain a neutral approach. The creators emphasize personal experiences over historical narratives, acknowledging that culture can vary significantly among individuals.
The overarching aim is to foster cultural awareness and dispel common misconceptions. Aleena articulates that culture is shaped by subjective experiences, providing a personal lens through which viewers can appreciate different lifestyles globally.
The videos serve as a compact introduction, giving viewers enough understanding to explore cultures beyond stereotypes. Aleezeh reflects on the need to present a multi-faceted perspective on global cultures.
For insights into CTZN’s Cultutorials, visit ctzncosmetics.com.
