Kindra is a direct-to-consumer skincare brand from CPG conglomerate P&G that offers products designed specifically for women going through menopause. In addition to dietary supplements designed to naturally ameliorate the symptoms of menopause, such as hot flashes and vaginal dryness, Kindra offers a hand & foot cream and a body lotion with soothing ingredients specifically designed to combat drier skin associated with lower estrogen levels.
Nail polish brand OPI encourages men to #ManiUp as part of its “Color Is The Answer” initiative. Challenging men to express themselves through color, OPI collaborated with the Creators Network to create a video series to discuss the societal stereotypes and pressures men face, and reframe today’s definition of masculinity.
The French luxury brand is expanding its beauty audience with a line of skincare and cosmetic products designed to better accommodate male consumers
Pause Well-Aging is a skincare brand designed to be used throughout all three stages of menopause, from perimenopause to menopause and postmenopause. In addition to products like Hot Flash Cooling Mist and Collagen Boosting Moisturizer, the brand’s site also offers a community page dedicated to sharing real-life menopause stories from its users, providing shoppers with direct support and affirmation.
Haircare Brand Better Not Younger targets consumers age 45 and older with a line of products specifically designed to address the hair concerns associated with aging, such as dryness, thinning and gray hair. With its bold, modern packaging and videos celebrating life after 45, the brand aims to challenge the stereotypes associated with aging.
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.
Visually impaired beauty vlogger Lucy Edwards was named cosmetics brand CoverGirl’s first blind beauty ambassador, testing and reviewing new CoverGirl products for her 35.2k subscribers.
National Drugstore chain CVS Pharmacy launched Beauty Mark, a watermark that appears on CVS-branded imagery that has not been altered. With 70% of its imagery currently unaltered, the drugstore is committed to having all of its marketing materials across its stores, website and social media channels reflect this level of transparency by the end of 2020.
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.
Birchbox, provider of monthly beauty and personal care subscription boxes, partnered with R29 Unbothered, a media platform aimed at Black Millennial women, to create two specially curated beauty kits for Black female consumers. Using data and insights collected from focus groups and a survey of more than 1,500 Black women, Birchbox and Unbothered created the “It’s Your Crown” hair kit and “Stay Radiant” skin kit. Each box features products from Black-owned or Black-founded brands, along with illustrations from Black, queer illustrator Loveis Wise.
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.
In response to customer feedback, cosmetics retailer Sephora closed its stores, distribution centers and corporate offices to host an inclusion training workshop for its 16,000 US employees. The workshop coincided with the unveiling of its brand platform and tagline “We Belong To Something Beautiful,” meant to outline Sephora’s commitment to championing diversity and self-expression.
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.