In the cosmetics industry, embracing inclusivity and different skin tones has been a long journey. But now, finally, it’s made a significant positive shift that reflects societal changes in attitudes around diversity. 

Historically, the industry has been criticised for its limited range of shades, primarily catering to lighter skin tones. Understandably this lack of diversity not only alienated a large number of potential consumers, but also kept alive outdated narrow beauty standards.

With the rising public demand for inclusivity and wider representation, the turning point came when consumers and activists began calling out brands for their limited shade ranges and lack of products suitable for darker skin tones. 

The industry's response, though gradual, has been transformative, and viewed by many as a pivotal moment in beauty history.

One of the most significant developments has been the expansion of foundation shade ranges. Brands started to diversify their product lines, going beyond the traditional 5-10 shades to include 30, 40, or even 50 different tones. And it was important that this expansion was not just about quantity but also quality, ensuring shades catered to a variety of undertones and skin types.

The impact of social media, influencers, and other influential personalities also played a crucial role. The launch of Fenty Beauty by Rihanna in 2017, with its then-unprecedented 40-shade foundation range (now expanded to 50), was a landmark moment. 

Fenty not only set a new standard for inclusivity, but also showed how commercially viable it can be catering to a diverse customer base. Following this, many other brands expanded their shade ranges and started featuring more diverse models in their ad campaigns.

Another huge plus for the industry has been an increase in the number of brands founded by black women, and women of colour, bringing authentic perspectives and an innate understanding of diverse skin needs. These brands have been instrumental in driving innovation and inclusivity.

Let’s look at some skincare and cosmetics companies embracing inclusivity in their product lines and campaigns…

Kiehls

The Truly Targeted Acne-Clearing Pimple Patch with 2% Salicylic Acid is a gamechanger in the fight against acne. Suitable for all skin types and tones, this specially formulated pimple patch helps calm pimple colour, reduce pimple size, and fade post-acne marks.

Decleor

From oils to eye creams, and masks to facial peels, there’s something for everyone in the Decleor skincare range.

Yves Saint Laurent

Looking for the perfect lip colour that pops against your unique skin tone? Yves Saint Laurent’s brand-new Rouge Sur Mesure is your new best friend! It’s a state-of-the-art personalisation device that utilises AI and real-time data to recommend and create thousands of bespoke lip colours.

Armani Beauty

If you’re looking for great coverage and naturally flawless looking skin, the award-winning Luminous Silk Perfect Glow Flawless Oil-Free Foundation range from Armani Beauty, is just what you need. Suitable for all skin types, this long-wearing foundation is available in up to 40 shades to match every unique skin tone.

Urban Decay

Acne, dark circles, under eyes, hyperpigmentation, be gone! This vegan, waterproof, and lightweight Quickie Multi-Use Concealer covers it all for up to 24-hours with a natural finish. And with a wide range of shades to choose from, you’re sure to find your perfect match.

These are just a small sample of the many cosmetic and skincare ranges now available in stores and online. 

The cosmetics industry's evolution towards embracing all skin tones, shows their broader commitment to diversity and inclusivity. Expanding shade ranges and incorporating diverse perspectives, shows the industry has begun reflecting the true diversity of its consumers, and acknowledging that beauty comes in all colours. 

Having previously worked on promo material for the first ever Lancôme dark-skinned foundation launch, the team at Whitewater know how to help you make an impact with your cosmetics brand. We specialise in working with brands helping them blend market strategies, narratives, and design that support the growing needs of today’s consumers. Get in touch if you’d like to find out more.