The beauty industry has long been synonymous with exclusivity, favoring Eurocentric features and narrow standards of beauty. But over the last decade, a cultural shift has sparked a revolution: inclusive beauty brands are rewriting the narrative, creating products that celebrate every shade, shape, and identity.
From expanded foundation ranges to gender-neutral skincare, diversity is no longer a marketing gimmick—it’s a movement. Let’s explore how today’s beauty brands are changing the game and setting new standards for what it means to be truly inclusive.
Inclusive beauty means creating products and campaigns that are representative of all people, regardless of their skin tone, ethnicity, gender identity, age, or ability. It’s not just about offering 40 foundation shades (although that’s part of it). It’s about formulating for different undertones, celebrating textured hair, recognizing mature skin, and designing packaging that’s accessible to everyone.
It’s about authenticity, empathy, and visibility.
Representation affects self-esteem. For decades, marginalized groups have been excluded from mainstream beauty campaigns and products. When beauty brands recognize and celebrate all individuals, they empower consumers to feel seen, valued, and beautiful.
Plus, from a business perspective, inclusivity just makes sense. The global population is more diverse than ever, and people want to invest in brands that reflect their values.
Let’s be honest—Rihanna didn’t just enter the beauty space, she transformed it. When Fenty Beauty launched with 40 foundation shades (now 50+), it challenged an entire industry to step up. The brand was formulated with inclusivity at its core, not as an afterthought.
Fenty’s impact is often called “The Fenty Effect”—it forced legacy brands to expand their shade ranges and rethink their target audiences.
Founded by Nigerian-born Sharon Chuter, UOMA (pronounced “uh-mah”) is redefining what inclusive beauty looks like. With products that honor African heritage and a deep understanding of melanin-rich skin, UOMA’s slogan says it all: “Beauty starts the moment you decide to be yourself.”
UOMA also leads initiatives like #PullUpOrShutUp, demanding transparency from brands on how they support Black communities internally and externally.
Short for “pigmented,” Mented was created by and for women of color. Founders KJ Miller and Amanda E. Johnson couldn’t find a nude lipstick that suited deeper skin tones, so they made their own. Now, Mented offers a full range of inclusive beauty products designed with pigment-rich formulations for melanin-rich skin.
Founded by Deepica Mutyala, Live Tinted celebrates South Asian beauty and tackles concerns like hyperpigmentation common in deeper skin tones. The brand’s “Huestick” color correctors are beloved across skin tones for their versatility and inclusivity.
Inclusivity isn’t just about skin color. These brands are leading the way in embracing all kinds of beauty.
This gender-free beauty brand is known for its commitment to the LGBTQ+ community. Created by makeup artist Jessica Blackler, Jecca Blac was originally designed for transgender women but now offers inclusive makeup for all gender identities.
Founded by makeup artist Terri Bryant, Guide Beauty focuses on accessible makeup products for people with mobility challenges or motor skill disorders. Their ergonomic, easy-to-hold applicators allow everyone to enjoy makeup artistry.
Legacy giants like L’Oréal, MAC, and Maybelline have responded to the demand for inclusivity:
While progress is being made, the road to true inclusivity is far from over. Some common issues include:
Today’s beauty consumers are informed, vocal, and powerful. Social media has made it easy to spotlight both inclusivity wins and failures. Campaigns like #PullUpOrShutUp and influencers reviewing “deep shade tests” keep the pressure on brands to deliver on their promises.
Brands are now being judged not just on their marketing, but their mission, their workforce diversity, and their community involvement.
The future is bright—and bold. Here’s what we can expect:
Inclusive beauty brands are no longer just “niche.” They are leading the industry with innovation, empathy, and purpose. Whether it’s the pigment-rich hues of Mented or the accessible design of Guide Beauty, today’s best beauty brands are proving that diversity isn’t a trend—it’s a standard.
So next time you shop for skincare or makeup, choose a brand that celebrates you, just as you are.
Inclusive beauty ensures that everyone, regardless of skin tone, gender, or ability, has access to products that suit their unique needs and celebrates their individuality.
Fenty Beauty, UOMA, Mented Cosmetics, Live Tinted, and Jecca Blac are recognized leaders in inclusive beauty.
Fenty’s launch with 40+ foundation shades set a new standard, encouraging brands to expand their offerings and prioritize underrepresented consumers.
No. Inclusive beauty also addresses gender identity, age, disability, and cultural representation, creating products for every kind of person.
Not necessarily. Many inclusive brands offer competitive pricing, and accessibility is a growing focus in product development.
By purchasing from diverse brands, supporting inclusive influencers, and holding companies accountable for authentic representation.
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