By Bonish Jain, founder of PAC Cosmetics: Everyone deserves to feel beautiful. For decades the beauty industry largely catered to lighter skin tones, with products and marketing often excluding diverse complexions.
This left many consumers feeling underserved, creating “inclusive beauty” movements, and urging brands to expand their shade range and embrace diversity.
While this was the beginning of inclusivity in the beauty industry, it has only evolved with the new age of consumers, extending beyond the traditional norms and mere physical aspects of beauty.
This transformation is not just about addressing market gaps, it is about nurturing a culture of acceptance, empowerment, and individuality because everyone has the right to feel beautiful.
Holistically Inclusive Formulations
The shift toward inclusivity goes beyond simply offering a wider range of shades. Today’s consumers expect brands to consider their lifestyles, environments, and unique beauty needs when developing products.
This includes addressing diverse global beauty standards while tailoring formulations to suit Indian skin types and climatic conditions. For instance, a product designed for dry, cold climates must be deeply hydrating, whereas those made for humid environments should be lightweight and breathable.
In India, where temperatures range from coastal humidity to dry desert heat, products must perform under various conditions.
Waterproof formulations are crucial not just for regions with frequent rainfall but also for areas with high humidity, sweaty skin, and bridal looks where long-lasting performance is essential.
Moreover, Indian skin types may require products that are not only shade-inclusive but also enriched with ingredients suited to melanin-rich skin, preventing issues like hyperpigmentation or uneven texture.
Brands that combine global beauty benchmarks with a deep understanding of regional nuances can create products that resonate with diverse consumers.
Addressing these nuances in formulation is just as vital as offering a wide range of shades. It directly addresses consumers’ unique needs and concerns and also builds trust and reinforces a deeper connection between the brand and its consumers.
Marketing as a Tool for Change
Equally important as formulating inclusive products is marketing these values effectively. Advertising and marketing not only promote products but also shape cultural narratives. Inclusive campaigns can play a critical role in dismantling stereotypes by providing diverse representations.
A 2023 study found that nearly half of Indian consumers want more diversity in advertisements. Representation in beauty campaigns is more than just a visual statement; it’s a tool for empowerment.
When individuals see people who look like them on billboards, magazine covers, and social media ads, it promotes a sense of belonging.
In addition to traditional advertisements, digital platforms like Instagram and YouTube have become powerful spaces for inclusive representation. Influencers have used these platforms to challenge industry norms and showcase beauty products across a wide spectrum of skin tones.
When brands collaborate with influencers and models with diverse skin colors, customers can visualize how different products and shade ranges may look on deeper skin tones, helping them make purchasing decisions.
The same lipstick, for instance, may look different on different skin tones, and finding the right products through influencers can be empowering.
Inclusivity in advertising also involves rejecting harmful and limiting narratives, such as those tied to ‘anti-aging’ or the narrow focus on women-identifying models.
Beauty products are for everyone, and advertising should reflect this by celebrating people of all ages, genders, and backgrounds.
Authenticity in the Pursuit of Inclusivity
The journey towards inclusivity has not been without challenges. There have been accusations of tokenism in the industry, where diversity efforts sometimes are not fully integrated into a brand’s core mission.
Today’s consumers are highly perceptive and can easily identify when a brand’s inclusivity efforts are insincere. For true success, inclusivity must be woven into every facet of a brand, from its culture and product development to its marketing strategy and customer service.
Looking ahead, inclusivity must remain central to the industry’s evolution. From products that cater to different skin tones and types, to campaigns that reflect real-world use cases the growth opportunities are vast.
The inclusive beauty movement is not just a response to consumer demands but a reflection of broader societal shifts toward openness and acceptance.
Personalization is emerging as the next step in the evolution of inclusive beauty. Brands that can provide tailored offerings, such as custom shade matching and products suited to people’s identities and their unique ways of self-expression, have the potential to set new industry standards.
Change is beautiful
Ultimately, inclusivity in beauty is a dynamic, ongoing journey. Brands must listen to consumers, adapt, and continue to push the boundaries of how beauty is defined.
By embracing authenticity and personalization, the beauty industry has the opportunity to lead positive change, empowering individuals to express their unique selves.
As the industry continues to evolve, it is no longer enough to treat inclusivity as a trend—it must be a core value. Brands that approach inclusivity as essential, rather than optional, will not only thrive in a rapidly changing marketplace but will also help define the future of beauty for all.
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