Jackie Aina

Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina (born August 4, 1987) is an American beauty YouTuber. She was born to an African-American mother and a Nigerian father of Yoruba descent. She is a YouTuber and social influencer known for advocating for the visibility of people of color in the cosmetic industry.

Early career After two years of college, Aina joined the United States Army Reserve. Aina launched her YouTube channel one year after joining the military. Her YouTube videos were a way of expressing herself and coping with her unhappy marriage at the time. She later divorced. While she was stationed in Hawaii, she was hired by MAC Cosmetics. According to Entrepreneur, Aina was repeatedly told at makeup counters in cosmetic stores that "the trends she wanted to try wouldn't work for her complexion." Subsequently, she started creating videos "about the products and looks she loved that could work for anyone."

Advocacy Aina argues that people of color are poorly represented and often ignored in the beauty industry, and has criticized makeup shade ranges for not being inclusive of darker skin tones. She has pointed out the lack of darker shade ranges for foundations within lines.

While Aina's criticism of cosmetics companies has compromised her relationship with several brands, she asserts that her intention is never to disparage the companies.

After IT Cosmetics co-founder and CEO Jamie Kern Lima criticized the beauty industry for non-inclusive and unrealistic depictions of women in advertising, Aina, who had previously criticized IT Cosmetics, confronted her and the rest of the industry about excluding people of color and accepting critiques from a white woman.

Collaborations In July 2016, Aina teamed up with e.l.f. Cosmetics to create an eye shadow palette.

In March 2017, Sigma Beauty released a set of five brushes created by Aina.

In December 2017, Aina announced the launch of two cosmetic powder highlighters, La Bronze and La Peach, in collaboration with cosmetic brand Artist Couture.

After Aina expressed her opinion that a foundation product by cosmetics brand Too Faced did not feature enough shades, Too Faced announced a collaboration with her to expand the shade range of its Born This Way foundation. By June 2018, the shade range had been expanded from 24 to 35 shades.

Awards and nominations Year Organization Award Nominated work Result Ref. 2018 NAACP Image Awards YouTuber of the Year Herself 2019 Streamy Awards Beauty 2020 Collaboration Naomi Campbell Gets Glam with Me!!! (with Naomi Campbell) 2026 NAACP Image Awards Outstanding Digital Content Creator – Fashion/Beauty Herself