Why Brands Like Patrick Ta See Black Creators’ Influence—But Not Their Value
How the influencer economy exploits cultural innovation while withholding recognition and compensation.
The Paradox of Influence and Value
In the shimmering world of beauty, where aesthetics and commerce are inseparable, one truth remains uncomfortably clear: Black creators drive culture but are rarely rewarded for it. Their influence sets trends, defines movements, and shapes consumer behavior—yet the recognition and compensation they deserve often remain frustratingly out of reach.
The controversy surrounding Patrick Ta Beauty, a brand lauded for its clean minimalism and global appeal, underscores this imbalance. Central to the discussion is Avonna Sunshine, a prominent Black creator whose unpaid work for the brand sparked outrage across digital beauty communities. This moment is not an isolated misstep; it is emblematic of a larger issue within the influencer economy: a reluctance to value Black creators as equals.
The Avonna Sunshine Story: A Wake-Up Call for the Industry
Patrick Ta Beauty has built its empire on aspirational aesthetics and inclusivity. Its sleek campaigns exude a sense of effortless elegance, with its products lauded by celebrities and influencers alike. But as the brand’s reputation grew, so did whispers of inequality in its influencer collaborations.
On the December 7th, 2024, Avonna Sunshine, a Black influencer with a dedicated following, revealed that she had not been compensated for her promotional work with Patrick Ta. Through her widely shared TikTok, she highlighted the disparity between the brand’s enthusiastic adoption of her influence and its lack of investment in her as an influential voice.
Her experience struck a chord, sparking a wave of solidarity from fellow creators who had faced similar challenges. Her experience wasn’t unique—it was emblematic of systemic inequities embedded in the beauty industry.
From Jazz to TikTok: The Historical Exploitation of Black Creativity
Avonna’s story is part of a historical continuum. In the early 20th century, Black musicians pioneered genres like jazz and blues, only for white-owned companies to reap the financial rewards. Fast forward to the digital era, and a similar pattern emerges: Black creators innovate, and others profit.
Consider the now-infamous TikTok “dance credit” controversies. Black teenagers originated viral moves that catapulted non-Black creators to national fame and lucrative partnerships, leaving the originators in the shadows.
In the case of Patrick Ta Beauty, the dynamic takes on a modern, racialized twist. The brand, founded by an Asian-American entrepreneur who has likely faced marginalization in other contexts, still participates in a system that undervalues Black labor. This paradox highlights the complexity of representation within industries steeped in structural inequities.
The Economics of Visibility and Value
At the heart of this issue is a dangerous myth: that influence alone should be enough compensation for Black creators. The reality is far different.
The Perceived ROI Gap
Brands often measure creators’ value using metrics like follower demographics or engagement rates, overlooking the deeper cultural resonance that Black creators bring. This limited view allows brands to justify lower pay rates or exclude Black creators from high-profile campaigns.The Feedback Loop of Inequity
The undervaluation of Black creators leads to fewer opportunities, which diminishes their visibility. This cycle reinforces the false narrative that Black creators are less valuable, perpetuating inequity.The Emotional Labor of Representation
Black creators like Avonna Sunshine don’t just create content—they educate, advocate, and represent. This emotional labor often goes unacknowledged, let alone compensated.
Avonna Sunshine’s Call for Change
Avonna Sunshine’s story is more than a personal grievance; it’s a rallying cry for the industry to do better. Her decision to speak out challenges the beauty world to confront its reliance on Black creativity while refusing to properly value it.
Her viral TikToks forced Patrick Ta Beauty to address the issue publicly, but apologies alone are insufficient. Brands must demonstrate their commitment to equity through tangible action.
How the Beauty Industry Can Move Forward
For brands like Patrick Ta to regain trust and lead the industry toward fairness, they must implement systemic changes:
Transparent Pay Structures
Black creators deserve clear, equitable compensation based on their contributions. Brands should commit to publishing pay ranges for influencer partnerships.
Long-Term Collaborations
Move beyond tokenism. Black creators should have a seat at the table year-round, not just during Black History Month or diversity campaigns.
Cultural Royalties
When Black creators define a campaign’s success—whether through trends, language, or aesthetics—they should receive royalties akin to those in music or publishing.
Internal Accountability
Brands must establish internal systems to audit and ensure equity in all influencer partnerships.
Conclusion: Redefining Beauty’s Value Chain
Avonna Sunshine’s story isn’t just a critique of Patrick Ta Beauty—it’s a critique of an industry that continues to exploit Black creators’ labor and creativity without granting them full participation in its rewards.
Until brands recognize Black creators as co-owners of cultural trends and economic drivers, the influencer economy will remain both creatively stunted and ethically fraught.
Patrick Ta’s apology may have closed a chapter, but the story of how Black creators are valued—or not valued—continues. The question is, will the industry finally listen?