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Understanding The Rise Of YouTube's Black Femininity Coaches

What does it take to become a feminine Black woman?

“I eat a plant-based diet, exercise, and I’ve created a clean feminine space in addition to buying myself roses to place in my home. I maintain healthy personal hygiene habits, wash or dry clean my clothing once a week, maintain clean sheets and pillowcases and have created a feminine wardrobe that only consists of skirts, dresses, dainty jewellery pieces, and hair pieces,” says Jhonea Williams, the feminine coach behind YouTube channel It’s Time for Tea.

These can sound like self-care staples but when you look up ‘Black femininity’ advice on social media – particularly on YouTube – a desire to embrace traditional gender roles and womanhood is the thread that sews the content together.