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Writer's pictureEmyloia Kpadonou

Inclusion in the make-up industry: More than just a communication strategy

Updated: Jun 26

In 2017, Fenty Beauty achieved one of the best starts in the history of make-up. Why? It was one of the first brands to capitalise on diversity, offering 40 shades of foundation and 30 shades of concealer from the brand's launch, a move very few had dared before it. In just one month after its launch, the brand's sales were valued at around 72 million dollars, even surpassing leaders such as MAC in some countries. Robyn Rihanna Fenty, the brand's founder, had just proved with this event that inclusion can be profitable.


Women with different skin colours.

Symbolism or Authentic Inclusion: Recognising the Difference 


The makeup industry should reflect the diversity of its consumers. People of all races, ethnicities, and abilities should feel seen, heard, and valued in product design and communication strategies. In a society increasingly demanding and concerned with the inclusivity of widely available cosmetic products, some symbolic practices by certain brands are poorly received. But first, what is symbolism? It is a practice of falsely marketing a product as inclusive without genuinely committing to making it accessible to the population. Youthoria, an American cosmetics brand, debuted last year with 15 foundation shades, heavily criticised for its lack of inclusion. In response, it expanded its collection. The brand's founder, Fiona Co Chan, who appeared on an episode of the television show "Shark Tank" aired in 2023 and received a $400,000 investment from billionaire Mark Cuban, expanded the collection with 10 new shades after this initial backlash, with the darkest being 600 Deep - Neutral. A completely black foundation to the delight of the black community. 


The issue with this foundation is that it contains only one pigment. Cosmetic chemist and influencer Javon Ford made a TikTok video comparing the ingredients of 600 Deep, the darkest shade, to those of one of YouthForia’s lightest shades, noting that the lighter shade contains three colored pigments while 600 Deep contains only one, called black iron oxide, or CI 77499, which Ford describes as a "pure black pigment". The brand's founder reportedly could not even find a model to represent this shade in her collection. 



Different packaging for beauty products

Inclusion in Packaging 


Inclusion in the beauty industry, particularly in the field of make-up, can manifest in slightly more subtle but equally important ways, such as easy-to-open packaging, products adapted to sensitive skin, and make-up tools designed for people with mobility problems. This is the case of: 

  • Grace Beauty, which has created mascara-holding accessories for people with limited hand dexterity. 

  • Guide Beauty has also designed mascaras and eyebrow gels that are easier to hold for people with Parkinson's disease. 

  • And for visually impaired or blind people: Japanese brand Shiseido sells lipsticks with a stronger sensation of freshness than traditional sticks, so they can better feel the product being applied to their face. 



A woman with colourful make-up

Is Inclusion Necessary? 


In short, for the beauty industry to fully realise its potential for inclusivity, it must go beyond mere marketing statements and commit to concrete actions. This involves offering a range of products suited to diverse skin tones and types, showcasing an authentic representation of diversity in all its aspects, and most importantly, listening carefully to the needs and concerns of its clientele. By adopting this approach, not only can makeup brands expand their customer base, but they also contribute to creating a world where everyone feels represented and valued. 


The importance of inclusivity in communication extends far beyond the makeup industry, where it has already shown spectacular results. Inclusivity should be a cornerstone of any communication strategy, as it reflects an authentic recognition and appreciation of the diversity of human avoiding superficial symbolism and genuinely committing to concrete actions, brands can create deeper and more authentic relationships with their audience. Inclusivity is not limited to mere visual representation but also extends to products, services, and user experiences that cater to the varied needs of all consumers. This approach not only strengthens customer loyalty but also promotes a more equitable society where everyone feels seen, heard, and respected. Initiatives that consider the diversities of race, ethnicity, physical ability, and other aspects of human identity demonstrate that inclusivity is not only ethical but also beneficial from a business perspective, as evidenced by the successes of pioneering brands in this field.

















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