Curated Inclusive Design: Diversity in Beauty is Beauty in Diversity ✔️ Top 6 Inclusive Beauty Brands in 2020


As we began writing about our favorite inclusive beauty brands, we heard about the new feature that has been launched worldwide (for now, outside of US, the skin tone feature is available in the UK, Canada, Ireland, Australia, and New Zealand) Pinterest is improving beauty experiences like skin tone ranges, making the process of searching for looks based on one's choice of skin tone. They launched these more inclusive beauty-related skin tone filters/qualifiers for better personalization of search results as well for more inclusion of diverse customers. Pinterest search by skin tone is now integrated with the company augmented reality try-on feature solely designed to deliver more accurate results and make it easier for users to find content that’s relevant to them. We are happy that Pinterest is making it easier for people to see themselves with their new inclusive beauty results search feature📌 Full details here:

Visibility and Representation are not just nice-to-have they are mandatory in the creation of winning customized product ranges that can increase market penetration, win over diverse customers, and drive revenues for any brand. Earlier there were faint murmurs of diversity but now the scene is exploding with inclusion.

This thrust towards inclusion is not a sudden shift but a gradual one. Many beauty (cosmetic) brands are providing more inclusive shades within their foundation ranges. Many (People of Color) POC-owned brands are being launched with the intention of representation. Many other beauty brands since then have launched deeper foundation shades. A reconditioning of the beauty template is being birthed: Not one kind of beautiful but diverse facets of beautiful re-setting notions of beauty as well as setting inclusive templates in motion across markets and beauty brands with a clear imperative for women to embrace themselves, their natural differences, and feel more comfortable in the skin they are born with. Letting their own authentic beauty shine through!

The first woman of color to win Miss Universe Great Britain, Dee-Ann Kentish-Rogers, explains why her win contradicts pageantry's traditional idea of beauty. In her own words, and we love this excerpt from her interview which is so deep and meaningful and relates to any given context within the many dimensions & converging themes of diversity in beauty at the same time. To us, this is a true reflection and representation of beauty channeling multiracial solidarity by dismantling of established skin tone hierarchies.::

"When you are a representation of a beauty standard, sometimes you have to challenge it or it has to become wider so that more people can see themselves reflected in that standard."

Not very long ago, it was not normal to see a diverse representation of skin colors on leading fashion magazines. And, if at all there was some representation, it was pushed and pretentious. Let us recall 
Vogue Italia's Cover Photo with Gigi Hadid appearing in a darker skin tone. That was a blatant method of dark-washing at its worst. Why make white models darken or paler? If diversity is what Vogue Italia intended to convey then why couldn't they offer the cover photo to a model of color blessed with a natural skin tone that they wanted to represent? 

Thankfully, the business of beauty has moved past that exclusion mindset. Today we cover beauty brands that are not just focused on skin tones but also inclusive about other dimensions of beauty like being gender-neutral, being multipurpose, cost-effective, full of transparency relating to sustainably sourced and produced ingredients to being cruelty-free, meaning the products have not been tested on animals. Besides many leading beauty brands are collaborating with people who recognize the sensitivities of a diverse customer who are less likely to perceive bias if the endorsements are from someone from a diverse background creating inclusive products because they value it themselves and that brings in authenticity in their endorsement and optimizes all the differences the world offers. 

Our editor and inclusion guru Amit Anand practice what he preaches! When we asked him what would be his picks for genderless beauty brands he mentioned that he frequents beauty counters at Sephora, Boots, Superdrug and there isn't any MAC, Chanel, Benefit Cosmetics, Bobbi Brown products, and Real Techniques professional makeup brushes, sponges, applicators he hasn't tried on his skin! Suddenly, it is normal for him to walk into a make-up counter without being judged. He strongly feels the winds of inclusion in beauty. All this has been possible only because customers now demand and endorse products that are inclusively resonant.

And, he's not alone. Many men use make-up products. Most make-up brands specially make products for women and they don't mince words in making that specification. They clearly only sell to women. Many others launch a male cosmetic line that has mandatory "Man" written on the labels as if secretly trying to absolve men of any perceived shame in using make-up products meant for women. The labeling isn't limited only to beauty. The reasons why men use make-up products aren't any different from that of women. Foundation to smooth out bumps and narrow features, Treating dark circles and other blemishes with concealer, trim, shape, and groom eyebrows. Supple wholesome lips with neutral shades and gloss, men commit to a daily skincare routine as well, if not as much as women do.

So here goes. Our TOP 6 inclusive beauty brands (In no particular order)::


1. Rihanna launched her new makeup line, Store/ Buy at Fenty Beauty. This is a great example of how the diversity of purpose can lead to the success of any product. The Fenty Beauty line includes 40 shades of foundation to accommodate women of different complexions all over the world. The diversity in its product range is the most noteworthy attribute, obviously, the quality of the product in addition to being launched by Rihanna adds to Fenty Beauty's credibility.
2. Credo Beauty launched its private label EXA. The brand has 43 shades - each named for a person that worked on the product bringing non-toxic, clean beauty products to every skin and shade tone that they were previously unable to match. Store/Buy at
3. Mented Cosmetics makes cruelty free & vegan makeup for all women with a great line up of inclusive beauty products for women of color. From their original nude lipsticks to eyeshadow palettes to blushes, each of their makeup products is perfectly pigMented to match the diversity of skin tones.Store/ Buy at

4. Lancôme's Teint Idole Ultra Wear is now available in 45 shades, making it easier than ever to find your perfect shade match. We love their tagline "FIND YOUR SHADE FIND YOUR POWER" 

Store/ Buy at Lancôme The ’40 shades, 40 powers’ campaign celebrates Lancôme's best-selling foundation in 40 colors, a series of four videos featuring 40 inspirational women(UK) including director Gurinder Chadha.


5. LIVE TINTED by Deepica Mutyala, best known for a viral YouTube video in which she covered her dark under-eye circles with red lipstick released in 2015 and now a renowned beauty entrepreneur. She created Huestick with just three universal shades. A fantastic product that's truly and diversely multipurpose. Touted by ELLE as "Beauty Lover's Magic Wand". Its a concealer, an eyeshadow, a blusher, a lipstick all rolled into one product.


6. Filipino-American YouTube beauty expert Patrick Starrr and a huge advocate of men wearing makeup, launched ONE/SIZE line of products with a belief that beauty belongs to everyone. It will be available exclusively via Sephora in Canada this month. This is a big upwards push for LGBTQ+ representation in beauty and celebrating genderless lines to embrace inclusion. Store/ Buy at

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