Cosmetics brand Revlon collaborated with plus-sized model Ashley Graham on a limited-edition lip kit. After Revlon and Graham’s first collaboration sold out in three hours, the duo decided to release a second kit featuring a new lip color, Unapologetic. Amazon Prime members were given exclusive access to the new kit before its official drop via pre-order.
Sunnies Face is a beauty brand whose lip and foundation shades were developed specifically with Southeast Asia’s warm skin tones in mind. Similar to K-beauty, F-beauty, or Filipino beauty, has sprung up to cater to darker Southeast Asian skin tones. While many Asian beauty brands only cater to lighter skin tones, outliers like Sunnies Face are filling a void within the inclusive movement.
Beauty retailer Ulta launched UOMA Beauty, a cosmetics line founded by Nigerian-born entrepreneur Sharon Chuter. The exclusive collection features more than 51 shades of foundation, which are available in six different formulations designed to address different skin concerns, such as hyperpigmentation or redness, ensuring that consumers can find a foundation that not only matches their skin tone but meets their individual needs.
French beauty brand L’Occitane started incorporating braille on its packaging in 1997 to make its products more accessible to visually impaired consumers, and today nearly all of its packaging has braille. Although placing braille lettering on smaller products, such as soaps, proved technically challenging and led to an additive cost of 25%, the brand was willing to absorb these costs so that it could be as inclusive as possible.
Direct-to-consumer corrective cosmetics brand Stryx was developed specifically for men’s skin, taking stubble and skin texture into account. The dual working coverup stick and tinted moisturiser come in plain black packaging and are designed to be matte and imperceptible when applied. Stryx is leveraging its social media channels to start new conversations and educate male consumers on makeup application and more.
At select Lancôme makeup counters, the cosmetics brand's color experts scan shoppers’ faces with a handheld device in order to determine their exact skin tone. From there, they use an in-store machine to mix a foundation that matches skin colors exactly. The custom foundation is ready in seconds, and the bottles come labeled with shopper’s unique complexion IDs for easy refills.
Kylie Skin, a skincare brand founded by reality star Kylie Jenner, created a campaign featuring models with a range of skin tones, including a model with visible freckles. Rather than mask her freckles with makeup, they were highlighted in the shots, earning praise from consumers on social media.
Luxury beauty brand Chanel Beauty launched Boy de Chanel, a makeup line designed specifically for men, consisting of a foundation, eyebrow pencil and lip balm. The Boy de Chanel webpage outlines a daily routine involving the featured products as well as how-to videos demonstrating best practices to further educate male beauty consumers.
Beauty line KKW, founded by reality star Kim Kardashian West, collaborated with model Winnie Harlow on a capsule collection of makeup to celebrate all skin types, including Harlow’s vitiligo, a skin condition that causes loss of pigmentation. Both Kardashian-West and Harlow starred in the campaign, while Harlow was involved in developing each product within the collection, which featured an eyeshadow palette, highlighter and three lip glosses.
Birchbox, provider of monthly beauty and personal care subscription boxes, relaunched its BirchboxMan box as Birchbox Grooming in order to be more inclusive for all customers, regardless of their gender. Now, instead of “Women’s” and “Men’s” options, the Birchbox site categories items as “Beauty” or “Grooming,” without dictating which gender they are for.
With its Gentlemen’s Fenty Face box set, Fenty, the beauty brand founded by artist Rihanna, is furthering its brand objective of inclusivity. While men are encouraged to play with the entire Fenty line, the Gentleman’s Fenty Face five-piece set caters specifically to men, with foundation, concealer, blotting powder and papers, and a touch up brush. Taking the offering one step further, the product landing page links directly to an instructional “How To: Makeup for Men” video.
Lifestyle website PopSugar created an experiential one-day pop-up in Bryant Park’s Winter Village. Focused on beauty and wellness, the Sugar Chalet features a mix of retail, events and food from partners like Athleta and e.l.f Cosmetics. Activations include meditation workshops, makeover stations, an onsite calligrapher and a meet and greet with chef Maria Koutsogiannis.
The fledgling cosmetics brand continues to blur the line between physical and digital experiences, hoping to drive traffic to its growing fleet of stores with on-premise creator studios
With interactive displays and immersive technology, brands like Virgin Holidays and L’Occitane are using next-gen entertainment to engage shoppers and take them on a virtual voyage