Diversifying the Skin Care Industry

Embracing Diversity and Inclusion

The skin care industry has traditionally promoted a narrow range of beauty standards that exclude people of color. However, there is a growing movement to make skin care more inclusive of diverse skin tones, textures, and needs.

Understanding the Need for Representation

People of color often struggle to find skin care products that work with their skin. Limited foundation shades, assumptions about skin concerns, and lack of clinical testing on diverse groups contribute to this issue. More representation and consideration of diverse perspectives in skin care has significant social and business value.

Expanding Offerings for Neglected Markets

Major brands have started expanding their shade ranges and products targeted to the needs of darker skin tones. Smaller brands owned by people of color focusing specifically on those communities are also gaining prominence. Still, more progress is required to serve these neglected markets equitably.

Navigating Sensitivities

Discussions of diversity can be complex to navigate. Brand actions should come from a place of respect, with input from communities affected by historical exclusion or appropriation of their cultures. Listening and learning is key.

Looking Beyond the Surface Level

Truly inclusive skin care requires looking beyond token products or models. Companies should build understanding of diverse consumer needs through two-way conversations and community partnerships. They can support inclusion through mentorships, accessible pricing, and other systemic changes.

FAQ

What are some common issues people of color face regarding skin care?

Limited foundation shade ranges, lack of products for their unique skin concerns, assumptions about skin types, and exclusion from much clinical testing on skin care ingredients and formulations.

How can brands be more inclusive with products?

Expanding foundation ranges, testing products on diverse groups, targeting formulations and ingredients to a wider range of skin tones and issues, and ensuring accessible pricing structures.

What role do diverse perspectives play in inclusive skin care?

Very important, as the lived experience of people of color provides insight into their frustrations, needs and preferences often overlooked by mainstream brands. Input should inform product development and marketing.

Why should the skin care industry care about inclusion?

It presents social responsibility obligations as well as significant market opportunities. Roughly 40% of millennial women identify as non-white in the US – their spending power cannot be ignored.

What are signs that a brand’s diversity efforts aren’t meaningful?

Token darker models without properly expanded shade ranges or products, inappropriate co-opting of cultural styles for profit without community representation in the business, and lack of systemic mentoring/support for inclusion.