There was a time when mainstream media unfairly put certain physical attributes on a pedestal. And while most super models are still rail thin and tower tall, societal demands have led us to redefine beauty in many ways over the past decades. Companies don’t have to completely make themselves over or reinvent the wheel—just adding more “shades” inspired by black, brown, white, or Asian skin tones in between the standard “colours” is a significant step to helping consumers feel better represented.
Straight, medium-thick blond hair is still beautiful, but so are black afros, brown waves, red curls, and a lot more grey! Women, men, and non-binary individuals alike of all different ethnicities are feeling increasingly empowered as they see themselves represented in the beauty industry. Shopping for products to match your hair colour or type, after all, should make you feel confident you’ll find the right one (not the right one for someone else).
The industry commitment
According to Forbes, almost 30 major retailers are making e orts to fill 15% of their shelves with products from black-owned businesses. Social media has emboldened many consumers to be more socially conscious of their purchases and to do some research on companies before making their decisions on where to shop. The businesses that are truly committed to diversity in an authentic way are more likely to get the seal of approval from existing and new customers. Plus, influencer referrals have become the new version of “word of mouth”.
What’s in it for them?
Today, there are countless new businesses cropping up with beauty inclusivity at the helm of its mission statement. But that doesn’t mean that pre-existing businesses haven’t stepped up their game to compete with the demand for inclusion. As The Green Beauty Community aptly phrases it, “Aside from being the right thing to do, inclusive beauty is good for business.” It only makes sense for most companies that the more groups of individuals you include in your target audience, the more growth and revenue you will achieve. Niche products (if you’re tackling a needed area of the market) are all well and good, but it’s simply not a lucrative goal to have a niche customer base. After all, with so many different hair types, hair care is certainly not one size fits all.
Not to mention the hormones…
Women might be altogether embracing their greys or nixing keratin treatments for au natural roots and texture. But for those looking to keep colouring and styling their hair, it’s nice to know there is such an influx of options. Over their entire lifespans, most women go through a wide variety of natural changes with their hair. From puberty to pregnancy, postpartum to menopause, even starting out with one texture doesn’t mean it won’t change.
Men are making hair choices, too!
There is also an uptick in hair care for men. Modern western society has obviously blurred the lines of what are “women-only” industries and men of all ethnicities are not just “allowed” but encouraged to care about their hair and skin. Whether going with an exaggerated side part or bringing the center part boy band style back, men are also seeing themselves better represented when it comes to hair care.
Inclusive hair care
Some may say it’s about time that the beauty industry is really changing to include more individuals across a wider range of ethnicities and overall hair textures. But this introduction of new companies, new product lines, and new range of options didn’t happen overnight. It’s been building—much like the rest of society’s demand for inclusivity. The Green Beauty Community notes, “Inclusive beauty isn’t a trend or a marketing tactic. It’s a movement and a necessary shift in the beauty industry.
Robyn Karmazyn | Contributing Writer
