Black-Owned and Founded Beauty Brands Are Taking a Stand on Inclusivity, and Why the Industry Should Follow Their Lead
As Black History Month unfolds, Black-owned and founded beauty brands are making profound strides in championing what inclusivity looks like in the beauty industry. PATTERN Beauty, Danessa Myricks Beauty, EADEM, and Fenty Beauty are all examples of industry disruptors that are guiding the way forward, setting new standards for representation and transparency. Their influence extends beyond products; they are reshaping the beauty landscape, proving that true inclusivity is essential and transformative.
And it’s not just about skin tone. At SeeMe Index, we use artificial intelligence to analyze the inclusivity efforts of top beauty brands annually and our research shows these brands are embracing a broad definition of beauty beyond skin tone to celebrate the multiple dimensions of beauty consumers. They are 2X more likely to feature talent of different ages, 1.8X more likely to showcase talent with unique facial features such as freckles and acne, 1.3X more likely to represent different hair types, and 1.5X more likely to provide skin tone-specific product testing transparency in marketing campaigns. These brands are built with inclusivity at their core, understanding that beauty is not one-size-fits-all. Yet, while these brands are forging the path forward, the broader beauty industry still has work to do.
Despite their success, many Black-owned beauty brands still face challenges securing retail shelf space, funding, and mainstream brand partnerships. Without systemic industry support, their innovations in inclusivity risk being overlooked rather than setting the norm. To drive lasting change, the beauty industry must invest in these brands to ensure their contributions to inclusivity and innovation receive the visibility and support they deserve.
What Needs to Change?
Beauty companies must expand diversity in advertising which doesn’t just include representation of people of all skin tones (even within the same ethnic group), but also gender expression, age, facial features, hair type, body size, and physical ability. They must also be transparent about product effectiveness, meaning labels that claim “All Skin Tones” or “All Hair Types” should be backed by real testing and must truly work across “all” if making that claim.
Finally, brands should embrace a purpose that resonates with consumers and take action to achieve that purpose in the community, creating the opportunity to drive real world change that consumers care about. Like Topicals, a black-founded skincare brand that recognizes people with chronic skin conditions are 2x to 6x more likely to experience anxiety and depression. The company donates a percentage of its profits to organizations that raise awareness of the connection between mental health and skin health, including Therapy for Black Girls, Fearless Femme 100, and Sad Girls Club.
How Consumers Can Support Inclusivity
Every dollar you spend is a vote for the world you want to live in. When shopping, consumers have the power to support brands that share their inclusivity values. This includes checking to see if there is specificity around product testing across gender, skin tone and age specifics. For example, hair and skin products should offer options for all consumers, considering every shade and hair type. Understanding brand values and commitments and how they align with consumer values can also ensure you’re shopping responsibly.
Investing in a More Inclusive Future
By supporting Black-owned and founded brands, consumers are not just buying products but are investing in a more conscious, inclusive and diverse future for the beauty industry overall.
Inclusivity in beauty isn't a trend — it’s a necessary change. Black-owned and founded brands are setting the standard, and it’s time for the industry to follow with meaningful investment and change.
Asha Shivaji is the CEO and co-founder of SeeMe Index, a company that uses responsible AI to measure, benchmark and celebrate brands' consumer-facing DEI and inclusivity efforts.
