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Africa’s Beauty Influencers Slay the Latest Social Trend

Black women are leading the latest pandemic beauty trend, proving that not even COVID-19 quarantines can’t get in the way of a well-deserved ladies’ night. The “Don’t Rush” challenge has many online showing off transformations from comfy attire to fabulous looks that would stun at any nightclub. The challenge is named after, UK Duo, Young T and Bugsey’s 2019 single Don’t Rush. Eight inventors deserve full credit for coming up with the challenge that’s bringing together women who love fashion: Victoria Penn-Timity, Feranmi Oyelade, Anu Asekun, Aderinsola Oladimeji, Sylvia Kitenge, Toluwalase Asolo, Oyindasola Oladimej, and Arielle Neely. Hailing from Nigeria, Sierra Leone, Congo, as well as Turks and Caicos, the group of friends decided to make a compilation that would keep spirits up during quarantine. Neely says that the inventors chose to feature transformations in order to challenge narratives they were hearing that women are only beautiful if they wear makeup. And their choice of “Don’t Rush” by Young T and Bugsey? “The title’s a metaphor,” Neely explained. “Doing your makeup and finding an outfit is a therapeutic process that shouldn’t be rushed.” Beauty influencers from South Africa, Rwanda, Zimbabwe and the diaspora have all chipped in.