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The Rise of Inclusivity in the Beauty Industry

DTC MarketingBlog
The Insight

2017: The year Rihanna took “nude” out of our vocabulary. Let’s face it: not all nudes are created equal⁠—especially when a number of consumers aren’t able to find a shade that matches their skin. With technology being at our fingertips, social media has given consumers a chance to not only engage with the brands they love, but also challenge them on why there needs to be more inclusivity in beauty.

Why is there now a rise of inclusivity in the beauty industry?

Fenty Beauty shook up the beauty space back in 2017 when the brand launched 40 different core shades of foundation, created to target and support many narrow shades within the category. But Rhianna didn’t stop at just foundation. In 2019, Fenty Beauty went the extra mile releasing a new liquid concealer in 50 widespread shades. As a result of Fenty’s efforts, more brands beauty industry have realized how consumers are seeking value-driven brands they can connect with on a personal level.

In addition to brands, mass retailers are realizing the need for change to meet consumer needs. In 2018, Target added 150 new products for medium and dark skin tones to their assortment. Other beauty brands have responded and taken part of this positive change by going beyond skin tone with social campaigns focusing on gender equality, body positivity, etc. Brands are positioning this new messaging through strong social media content, diverse arm swatches or featuring models of all sizes.

Inclusivity in Foundation

Flesh Beauty

Finding your perfect match just became a lot more fun! Flesh Beauty realized that inclusivity shouldn’t just be for foundation alone and launched 40 shades of its Firm Flesh Stick Foundation, along with 14 highlighters to flatter all skin tones.

Make Up For Ever 

Make Up For Ever’s Ultra HD Invisible Cover Foundation is available in 50 diverse shades, plus 26 shades of concealer. Identify your skin’s undertone to find the right shade for you with the website’s unique Shade Finder tool.

Inclusivity in Lipstick

Bite Beauty 

Bite Beauty’s philosophy “All of the color, none of the compromise” was brought to life with the launch of their Amuse Bouche Lipstick. From lipstick to lip liners, Bite Beauty offers a range of nude shades that work for every skin tone.

NYX Cosmetics 

Your search for the perfect nude lip is over! NYX Cosmetics offers 24 nude lipstick shades in its Lip Lingerie Liquid Lipstick line so every skin tone can find their match.

Body Positivity Campaigns

Bio-Oil’s Love Your Marks 

In early 2019, Bio-Oil launched a self-love and body positivity campaign named #LoveYourMarks. The brand launched a Hulu commercial featuring a variety of diverse women with all body types and encouraged its fans to share how they love and care for their bodies on social media.

Aerie Real Campaign

Aerie has been a leading brand showing its support for body positivity for women everywhere. In its latest #AerieREAL campaign, Aerie encouraged followers to share their REALisms on social media — from belly rolls to camel toes.