As long as there have been women on Earth, make-up, (or cosmetics if you prefer), has been a part of the feminine repertoire. The first archeological evidence of the use of make-up traces back to ancient Egypt and royalty like Queen Nefertiti and Cleopatra. From Ancient Romans to Old Testament women like Jezebel, the role of make-up in our external beautification has endured.

Fast forward to the 21st century and we find a cosmetics industry that generates billions of dollars annually worldwide. Indeed, you would be hard-pressed to find someone who does not have in their possession a tube of lipstick or compact of powder. However, as popular as make-up has become it has not been without its fair share of controversy and discourse. Over the decades there has been much debate over issues like make-up’s role in the objectification of women, unrealistic standards of beauty and of course the exclusion of certain races or ethnic groups by the lack of representation in ad campaigns and the absence of color ranges to suit all. Third world countries and developing nations have been slow to jump on the cosmetics bandwagon but the demand has steadily increased over time.

The same goes for Antigua, which although a member of the Lesser Antilles, boasts a population that adheres strongly to the principles of consumerism. Yet, it would seem that with all the new development there is a gaping void in the buyers' market for, you guessed it, MAKE-UP! But don’t take my word for it; many women were more than happy to take an independent survey about their experiences trying to find and purchase make-up on the island. Although the women ranged from light-medium to dark-deep skin-tones, they all agreed that the pickings were frustratingly slim even for those who did not use it every day. Interestingly enough, there was an across the board expression of annoyance that in a country comprised of mostly dark-skinned people, finding the appropriate shade can feel like searching for Atlantis.

Jade* a deep skin-toned woman stated, “Sometimes I feel like an alien with the darkest skin ever. So many times I get ‘We don’t have any more of that’ or I get, ‘Try this shade, miss; it’s close to the one you want’. Another similarly shaded woman, Tatyana*, followed in that vein stating, “I don’t understand being in a country where the majority of people are dark-skinned and the darkest shade in concealers, foundations etc. are like, Faith Evans' skin-tone.” This is not to say that the lighter skinned ladies are having an easier time. Bea* who described herself as “tan”, said, “Make-up stores in Antigua could do better to cater to mid-tone people…sometimes I have trouble finding my skin-tone, as make-up is either too light or too dark for me.”

The lack of variety was a touchy area for all the ladies polled with some calling the offerings in Antigua “frustratingly limited”, “non-existent”, “depressing” and “expensive, buy it one day, gone the next.” The frustration among consumers seemed to vary with the type of product. Most women were content with the selection of lip glosses and eyeliners available on the island, yet when it came to the base products like foundation, concealer and powder, all the ladies stated unanimously that those purchases only occur outside of the country.

Not surprisingly, the favourite brands are mostly ones not found on the island. The majority of dark-skinned women stated MAC as one of their top brands while a few others listed NARS, Neutrogena, Make Up For Ever, L’Oreal, Maybelline, and Bare Minerals. Aside from travelling, all the women stated that most of their browsing is done online or they depend on advice from friends who have spent time exploring all the make-up options out there.

With all of these strong opinions on the need for make-up in Antigua, how much are these women willing to spend? Well, there was definitely a range, quotes from as low as EC$50.00 to as much as USD$150.00, but all were positive that it would be a lucrative endeavour for any smart businessperson. It was also made clear that the women did not want just any brand but something of higher quality. However, the majority of them cautioned that those brands would have to be sold “duty-free”.

The lack of qualified personnel was a sticking point for all the women but especially those of the darker persuasion. It seems that while they all prefer to be helped, an overwhelming majority found that in Antigua, salespersons are more focussed on selling than properly colour-matching their clients. Jade said, “We don’t just need the store…we need 'experts' within. I don’t want to be looking all ghostly and someone going ‘Yes miss, you look real nice’. In the end, Antiguan women are, of course, like the majority of women around the globe when it comes to cosmetics only a lot more frustrated and desperate (their words not mine). One woman, Cecilia* said that the public might not realise what they’re missing until someone takes a leap of faith and fills the gaping void in Antigua’s cosmetics niche. 

I’ll leave you with the words from Jillian*, whose key tips to a successful make-up shop in Antigua would depend on marketing and drive. “Advertise, market, advertise, market and make sure you get staff who actually wear and use the product…find out who can afford what brands and then just sell the bloody stuff!”

*Names have been changed.