Written By: Jamie
The beauty and makeup industry, a realm of self-expression and empowerment, has long been scrutinised for its lack of true inclusivity and representation. Despite some progress, significant gaps persist, particularly for those with darker or paler complexions. This article delves into the pressing issue of diversity in the makeup industry, its profound impact on consumers, and the crucial steps needed to achieve genuine inclusivity.
Current State of Diversity in the Makeup Industry
Although the rise of direct-to-consumer brands and the influence of Gen Z have pushed product innovation and inclusivity, the makeup industry still struggles with confirmed diversity and inclusivity. Many efforts still feel performative rather than substantial. ‘Performative diversity’ refers to actions or initiatives that are superficial and done for the sake of appearance rather than being genuine and meaningful. For instance, some brands may launch limited editions or specific product lines for diverse skin tones. Still, these offerings are often short-lived and fail to integrate into their core collections permanently. This superficial diversity is a clear example of the issue at hand.
The aftermath of Inadequate representation
The absence of true representation has profound implications for individuals at both ends of the spectrum. Dark-skinned individuals often face a dearth of options that cater to their undertones. Similarly, pale-skinned consumers struggle to find products that match their unique shades without appearing unnaturally tanned. This limited range of options hampers the consumer’s ability to find suitable products, perpetuating a narrow beauty standard that excludes those who don’t fit into a more conventional skin tone range. When diversity is treated as a marketing ploy rather than a core value, it leads to superficial changes that fail to address the underlying issues. This not only affects the consumer’s ability to find suitable products but also undermines their confidence and self-esteem, as they are constantly reminded that their unique beauty is not valued by the industry.
Stepping Towards True Diversity
As advocates, we hold the power to create a genuine, inclusive environment in the makeup industry. We can influence the market by supporting brands that demonstrate a commitment to diversity through their product lines and marketing practices. We can demand accountability by using social media and other platforms to highlight both positive and negative experiences with brands. Educating others about inclusivity and advocating for change through petitions and campaigns can raise awareness and drive systemic improvements. Providing constructive feedback to brands can influence their efforts towards better representation. Lastly, supporting advocacy groups, like The Inclusive Beauty Movement, that push for diversity in the beauty industry can amplify our impact and contribute to meaningful change. These are just a few examples of the actions we can take to advocate for genuine inclusivity.
Younger generations, like Gen Z, are increasingly discerning and sceptical of brands’ claims. They value authenticity and transparency and demand that brands go beyond surface-level inclusivity. Their influence is significant in pushing for broader and more consistent representation, and they are holding companies accountable for their diversity claims through public campaigns. The journey towards genuine inclusivity in the makeup industry is ongoing and requires commitment beyond marketing campaigns. However, by advocating diversity as a fundamental value rather than a commodity, we can help propel the makeup industry beyond skin deep and embrace a more inclusive future. This potential for change, driven by the demands of younger generations, is a beacon of hope, signalling a brighter, more diverse future in the makeup industry.