Let’s Talk About It.
This post has been on my mind for a while – not because I want sympathy, but because it’s real, and it’s mine.
I’ve worked hard to build my name in this industry. I’ve had the honour of working with amazing clients, travelling the world, and creating work that I’m genuinely proud of. There are moments I step back and think, “I’m doing my best work yet. My stats are high. The demand is there.”
And yet… there’s still this lingering feeling that it’s not quite enough.
Like there’s always something missing, not from me or my craft, but from the way it’s received.
The Reality
Let’s not sugar coat it. This industry isn’t always a level playing field. White artists often get the brand deals, the big moments, the visibility. That’s not to say they aren’t talented because many are. But when you’re a woman of colour, especially Black or Brown, the climb can feel longer, the door harder to push open, the spotlight harder to earn.
I’ve often wondered if this is a particularly British thing, a quiet bias that shapes who gets visibility, who gets the brand campaigns, and who gets left out of the narrative. I’ve noticed time and again how white artists are more likely to be credited, reposted, gifted, and offered brand partnerships/ taken on trips – even when their work closely mirrors what Black and Brown artists have been doing for years. It’s not always overt, but there’s a pattern: brands and audiences naturally gravitate toward what feels familiar, and in this space, whiteness is still seen as the safe, marketable default.
I’ve seen it time and time again: artists with undeniable skill, creativity, and consistency often overlooked. Meanwhile, someone with a similar style (but a more “palatable” look) gets handed the platform and the opportunity.
And let me be clear. I know I’m in a privileged position. I’ve built a career that allows me to experience incredible moments. That’s not lost on me.
But none of it was handed to me. I wasn’t the obvious choice. I wasn’t the one who ticked the “on-brand” box. I had to create my own lane, with consistency, discipline, and belief in my craft when no one was clapping yet. This greatness I get to experience? It was earned. Every room I’ve walked into, I’ve worked for. And I know there are so many more artists who could thrive too, if only they were given the same chance to be seen.
No Shortcuts Here
Nothing about my journey has been overnight. Celebrity clients, global features, industry recognition – it’s all come through relentless work:
- Late nights perfecting technique.
- Working for free
- 18+ hours working days
- Investing every penny back into my tools, training, and space.
- Creating a portfolio when no one was watching.
And even now, with receipts to prove my impact, I still feel the need to push harder. Say more. Show more. Be more… just to feel seen in rooms where others were welcomed from the start.
The “Marketable” Myth
Let’s be honest, the word “marketable” gets thrown around a lot in beauty. But more often than not, it still quietly translates to a polished, curated, often white version of creativity. One that’s considered “safe” and easy to sell. Meanwhile, artists of colour, even when we’re setting the trends are labelled as niche. Our art is praised when it’s repackaged, but rarely celebrated at the source.
Maximalist nails, bold shapes, intricate detail, styles rooted in culture only get elevated when filtered through a lens the industry’s more comfortable with.
This Isn’t Bitternes. It’s Perspective
I’m not here to complain. I’m here to challenge the standard. Because I am proud of what I’ve built. I know how hard I’ve worked to earn every opportunity. But I also know this conversation is bigger than me.
So here’s what I want to see more of:
- Diverse artists being included from the beginning, not as a box-tick afterthought.
- Proper credit given. Tag the nail artist, tag the source. It shouldn’t be something we have to fight for.
- Representation that’s real, not seasonal.
- More of us showing up unapologetically and being bold, loud, and fully ourselves.
To Anyone Who Feels This Too…
If you’ve ever felt like you’re doing the most and still being overlooked, I get it. You’re not imagining it. And you’re not alone. But we’re still here. We’re still creating. Still levelling up. And every time one of us gets visible, we open the door for someone else.
I’m not here to shrink myself to fit into someone else’s mould. I’ve built something real, rooted in talent, discipline, and passion. I’m only getting started.
This isn’t the end of the conversation, it’s the beginning of a new chapter. Let’s make changes.
And if you’re reading this now, remember this: my name is Iram Shelton. And when you write that next press article?
Spell my name right.
