Women are not born knowing how to do a flawless cat eye or a shadowy, smoky eye, so they often turn to makeup tutorials on YouTube. A search for “smoky eye” pulls up endless videos showing how to perfectly blend eye shadows to achieve the look.

Simple.

But what if you had dark skin and most of the videos showed lighter-skinned women applying hues that would make you look as if you had a black eye? What if you couldn’t relate to these women, because you couldn’t see yourself in them?

The answer to that is also simple: You make your own YouTube channel.

That is what Jackie Aina, 31, Monica Veloz, 26, and Nyma Tang, 27, did. The three women collectively have nearly four million YouTube subscribers, with Ms. Aina alone having over two million.

The women, all self-taught, turn on their cameras at home, and show us how to put on foundation, apply lashes and highlight our cheekbones, step by step. They teach us what tools to use and which hair products work.