Top 10 Inclusive Makeup Brands in 2024
In recent years, the beauty industry has taken significant strides towards inclusivity, ensuring that everyone, regardless of their skin tone, gender, or background, can find products that cater to their unique needs.
The beauty industry has made significant progress in embracing inclusivity, and these brands are leading the way. From foundations to lipsticks, these brands ensure that everyone can find products that enhance their unique beauty. As the industry continues to evolve, it's essential to support and celebrate brands that prioritize diversity and inclusivity, making beauty accessible and enjoyable for all.
Here’s a rundown of the top 10 makeup brands leading the charge in inclusivity, providing diverse product ranges that celebrate all forms of beauty.
1. Fenty Beauty
Founder: Rihanna
Fenty Beauty made a splash in the industry with its initial launch of 40 foundation shades, now expanded to 50. This brand set a new standard for inclusivity, ensuring that everyone from the fairest to the deepest skin tones can find their perfect match. Fenty Beauty’s commitment to diversity extends beyond complexion products, offering a wide range of colors in lipsticks, eyeshadows, and more. Through its product offerings, marketing strategies, and commitment to celebrating diversity, the brand continues to set a benchmark for inclusivity and representation in beauty. Some of the ways Fenty Beauty demonstrates its inclusivity include:
Wide Range of Foundation Shades: Fenty Beauty gained significant attention and praise upon its launch for its Pro Filt'r Foundation, which debuted with an impressive range of 50 shades. This extensive shade range was designed to cater to a diverse spectrum of skin tones, including very fair to very deep shades.
Celebration of Diversity: The brand's founder, Rihanna, emphasized the importance of inclusivity in beauty during the launch of Fenty Beauty. She aimed to create products that celebrate and enhance all skin tones, challenging industry norms and setting new standards for diversity.
Expansion into Makeup and Skincare: Beyond foundation, Fenty Beauty has expanded its product line to include a wide range of makeup products, such as concealers, highlighters, lip products, and eyeshadows. They continue to innovate with skincare products, all while maintaining their commitment to inclusivity.
Inclusive Marketing Campaigns: Fenty Beauty's marketing campaigns consistently feature models and influencers from diverse backgrounds, showcasing a range of skin tones and celebrating beauty in its many forms. This inclusive approach has resonated with consumers globally.
2. Mented Cosmetics
Founders: KJ Miller and Amanda E. Johnson
Mented Cosmetics was created with the mission to provide makeup for women of colour. Their products, from foundation to lipstick, are designed to complement and enhance deeper skin tones. Mented's dedication to inclusivity is evident in their carefully curated shade ranges and their focus on creating products that celebrate melanin-rich skin. Their commitment to creating high-quality makeup products for women of colour has resonated with consumers seeking beauty brands that prioritise diversity and cater to their unique beauty needs. Some of the ways Mented Cosmetics demonstrates its inclusivity include:
Focus on Diverse Skin Tones: Mented Cosmetics specialises in creating makeup products specifically designed to complement a wide range of skin tones. Their foundation, concealer, and lipstick ranges are known for catering to various ethnicities and skin shades.
Created by Women of Colour: The brand was founded by KJ Miller and Amanda E. Johnson, two women of colour who identified a gap in the market for makeup products that catered specifically to darker skin tones. Their personal experiences and commitment to diversity are central to the brand's mission.
Inclusive Marketing and Representation: Mented Cosmetics actively promotes diversity and inclusivity through its marketing campaigns and social media presence. They feature models and influencers from diverse backgrounds, celebrating different skin tones and beauty ideals.
Community Engagement: The brand engages with its community of customers and supporters through initiatives that celebrate diversity and empower women of color. They often collaborate with influencers and organizations that promote inclusivity in beauty.
Product Development and Innovation: Mented Cosmetics continuously expands its product offerings to ensure inclusivity. They listen to customer feedback and create makeup solutions that address specific needs and preferences across various skin tones.
3. MAC Cosmetics
Founder: Frank Toskan & Frank Angelo
MAC has long been a pioneer in diversity within the beauty industry. With an extensive range of foundation shades and colours that suits most skin tones, MAC continues to be a go-to brand for makeup artists and consumers alike. Their "All Ages, All Races, All Genders" campaign underscores their commitment to inclusivity. While MAC is committed to inclusivity, some consumers may find that the shade range in certain products could still be more extensive. The brand continues to evolve and address the needs of its diverse customer base. Some of the ways MAC demonstrates its inclusivity include:
Extensive Shade Range: MAC is known for its extensive range of foundation shades, catering to a wide spectrum of skin tones. This inclusivity in shade ranges allows individuals from diverse ethnic backgrounds to find products that match their skin tones effectively.
Diverse Marketing and Representation: MAC has a history of featuring models and influencers from various ethnicities, genders, and ages in its marketing campaigns. This commitment to diversity helps promote a message of inclusivity and representation within the beauty industry.
Collaborations and Special Collections: MAC often collaborates with celebrities and makeup artists who have diverse backgrounds, further showcasing its dedication to inclusivity. These collaborations often result in product collections that celebrate different cultures and identities.
Global Presence and Accessibility: MAC has a strong global presence with products available in many countries worldwide. This accessibility ensures that people from different regions and backgrounds have access to its inclusive range of beauty products.
4. ILIA Beauty
Founder: Sasha Plavsic
ILIA Beauty focuses on clean, sustainable beauty that caters to a wide range of skin tones. Their Super Serum Skin Tint SPF 40 comes in 30 shades, ensuring that everyone can find a match. ILIA’s commitment to creating inclusive, clean beauty products makes it a standout in the industry. The brand aims to provide high-quality, effective products that cater to a diverse range of skin tones and types. Some of the ways ILIA Beauty demonstrates its inclusivity include:
Shade Range: ILIA offers a variety of shades in its complexion products, such as the Super Serum Skin Tint SPF 40 and True Skin Serum Foundation. While the shade range might not be as extensive as some other brands specifically focused on inclusivity, ILIA is continuously working to expand and improve its offerings.
Clean Beauty Focus: ILIA emphasises clean, non-toxic ingredients and sustainable packaging. This focus on health and environmental consciousness appeals to a broad audience concerned about what they put on their skin and the impact of their purchases on the planet.
Marketing and Representation: ILIA's marketing campaigns feature diverse models of different ethnicities and ages, promoting a message of beauty for everyone. The brand's imagery and messaging emphasize natural beauty and self-care, resonating with a wide range of consumers.
5. UOMA Beauty
Founder: Sharon Chuter
UOMA Beauty is built on the principle that beauty comes in every color. UOMA Beauty is an inclusive brand was founded by Sharon Chuter, a Nigerian-born entrepreneur, with a mission to redefine the standards of beauty and inclusivity in the industry. The brand is known for its strong commitment to diversity and inclusivity. As of late MacArthur Companies has acquired all of Uoma Beauty's assets & intellectual property, The acquisition raises questions about whether the brand will maintain its inclusivity moving forward but Prior to this development, Uoma Beauty showcased its commitment to inclusivity by:
Extensive Shade Range: UOMA Beauty offers a wide range of foundation shades designed to cater to various skin tones, especially those that are often underrepresented in the beauty industry. Their foundation range, called Say What?! Foundation, includes over 51 shades with different undertones to ensure a perfect match for everyone.
Cultural Representation: The brand draws inspiration from African culture and heritage, celebrating the beauty of diverse backgrounds. This is reflected in their product names, packaging, and marketing campaigns.
Inclusive Marketing: UOMA Beauty's marketing campaigns feature a diverse array of models of different ethnicities, genders, and ages, promoting a message of inclusivity and representation.
Advocacy and Activism: Sharon Chuter, the founder, is also known for her activism. She launched the Pull Up for Change initiative, which challenges beauty brands to disclose the diversity of their corporate workforce and encourages accountability and transparency in the industry.
6. Cover FX
Founder: Lee Graff
Cover FX is known for its commitment to inclusivity and diversity in the beauty industry. The brand has made efforts to cater to a wide range of skin tones and types. Their products are designed to work for most skin types and tones, ensuring that everyone can find a product that works for them. Cover FX also focuses on clean, vegan, and cruelty-free formulas. Some of the ways Cover FX demonstrates its inclusivity include:
Extensive Shade Range: Cover FX offers a decent range of foundation shades that cater to a variety of skin tones, from very light to deep, with different undertones. This makes it easier for consumers to find a perfect match for their complexion.
Customisable Products: The brand provides customizable products, such as custom drops and setting powders, that allow users to tailor their makeup to their specific needs and preferences.
Focus on Skin Health: Cover FX emphasises skin health by offering products that are free from parabens, talc, and other potentially harmful ingredients, making them suitable for sensitive and diverse skin types.
Inclusivity in Marketing: Cover FX’s marketing campaigns often feature models of various ethnicities, skin tones, and ages, promoting a message of inclusivity and diversity.
7. Maybelline New York
Founder: Thomas Lyle Williams
Maybelline New York is considered an inclusive brand due to its efforts in providing a diverse range of foundation shades, affordability, accessible availability, and commitment to diverse representation in its marketing campaigns. These factors contribute to its popularity among consumers looking for inclusive beauty products. Some of the ways Maybelline New York demonstrates its inclusivity include:
Foundation Shade Range: Maybelline offers a diverse range of foundation shades, catering to various skin tones. Their products typically include options for fair to deep skin tones, aiming to provide options that suit a wide array of consumers.
Affordability and Accessibility: The brand is known for its affordability and widespread availability, making it accessible to a broad demographic. This accessibility enhances its appeal to consumers seeking diverse beauty products.
Marketing and Representation: Maybelline has featured diverse models and influencers in its advertising campaigns, showcasing different skin tones, ethnicities, and backgrounds. This approach helps promote inclusivity and representation within the beauty industry.
Consumer Perception: Many consumers perceive Maybelline positively for its efforts in inclusivity. The brand's commitment to offering a range of products that cater to diverse needs and preferences contributes to its reputation as an inclusive beauty brand.
8. NYX Professional Makeup
Founder: Toni Ko
NYX Professional Makeup is perceived as an inclusive brand due to its extensive shade range, affordability, accessible availability, and efforts in diverse representation. These factors contribute to its popularity among consumers seeking products that cater to a wide variety of skin tones and preferences. Some of the ways NYX Professional Makeupdemonstrates its inclusivity include:
Foundation Shade Range: NYX Professional Makeup offers a wide range of foundation shades, catering to various skin tones. Their products often include options for fair to deep skin tones, which is appreciated by many consumers.
Affordability and Accessibility: The brand is known for its affordable pricing and wide availability, making it accessible to a diverse customer base. This inclusivity extends beyond shade ranges to affordability, appealing to a broad demographic.
Marketing and Representation: NYX Professional Makeup has featured diverse models and influencers in its marketing campaigns, showcasing different skin tones, ethnicities, and gender identities. This commitment to representation helps promote inclusivity in the beauty industry.
Consumer Perception: Many consumers view NYX Professional Makeup positively for its efforts in inclusivity. The brand's commitment to providing a range of products that cater to diverse needs and preferences contributes to its reputation as an inclusive brand.
