The clean beauty movement continues to evolve, driven by consumer demand, scientific research, and regulatory changes. Here are some trends and developments shaping the future of clean beauty:
Increased Regulation and Standardization
As the clean beauty movement grows, so does the need for clear definitions and standards. While the term “clean” remains unregulated, we’re likely to see increased efforts to standardize criteria for clean beauty products. The European Union’s strict regulations on cosmetic ingredients may serve as a model for other regions, potentially leading to a global harmonization of safety standards.
Biotechnology and Green Chemistry
Advances in biotechnology and green chemistry are enabling the creation of new clean ingredients that are both effective and sustainable. For example, biotech companies are developing ways to produce rare plant compounds through fermentation, reducing the environmental impact of harvesting these ingredients from nature. Similarly, green chemistry is creating new molecules that are safe, biodegradable, and effective, expanding the palette of ingredients available to clean beauty formulators.
Waterless and Concentrated Formulations
The beauty industry is increasingly focused on sustainability, leading to the development of waterless and concentrated formulations that reduce packaging waste and carbon footprint associated with shipping water-heavy products. These concentrated products often require less packaging and last longer, aligning with both clean beauty principles and environmental concerns.
Personalized Clean Beauty
The future of clean beauty lies in personalization—products tailored to individual skin types, concerns, and even genetic factors. Advances in technology, including AI-powered skin analysis and DNA testing, are making it possible for brands to create customized clean beauty regimens that address each person’s unique needs.
Transparency and Traceability
Consumers are increasingly demanding transparency not just about ingredients but about the entire supply chain. Future clean beauty brands will likely provide detailed information about ingredient sourcing, manufacturing processes, and environmental impact, allowing consumers to make fully informed choices.
Inclusivity in Clean Beauty
As the clean beauty movement matures, there’s a growing recognition of the need for inclusivity—not just in terms of shade ranges but also in addressing the unique needs of different skin types, tones, and textures. The future of clean beauty will see more products specifically formulated for melanin-rich skin, sensitive skin, and other traditionally underserved categories.
Finding Your Perfect Shade: Brands Nailing Inclusive Color Ranges
The Historical Lack of Inclusivity in Beauty
For decades, the beauty industry largely ignored the needs of people with deeper skin tones. Foundation ranges typically spanned from fair to medium, with only a handful of options for those with tan, deep, or rich complexions. This exclusion wasn’t just limited to foundations—concealers, powders, blushes, and even lipsticks were predominantly designed with lighter skin tones in mind.
The roots of this exclusion are complex, stemming from historical beauty standards that privileged Eurocentric features and colorism within communities of color. Marketing campaigns rarely featured models with deeper skin tones, and when they did, these models were often lightened through photography techniques or makeup application.
This lack of representation had tangible consequences for consumers. People with deeper skin tones struggled to find products that matched their skin, leading to ashy foundations, oxidizing formulas, and the dreaded “mask effect” where the face appears noticeably different from the neck and chest. Beyond the practical challenges, this exclusion sent a damaging message that certain skin tones were less valuable or beautiful.
The Tipping Point for Change
The beauty landscape began to shift significantly in the mid-2010s, driven by several key factors:
Social Media and Consumer Activism
The rise of social media platforms gave consumers a powerful voice to demand change. Beauty influencers and makeup artists with deeper skin tones used their platforms to call out brands for limited shade ranges and to share techniques for making inadequate products work. Hashtags like #BeautyInclusion and #DarkSkinMatters gained traction, creating digital communities that amplified the demand for inclusivity.
The Fenty Beauty Effect
In 2017, Rihanna’s Fenty Beauty launched with 40 shades of foundation, an unprecedented range that included options for very light and very deep skin tones. The Pro Filt’r Soft Matte Longwear Foundation was an immediate success, not just for its impressive shade range but for its thoughtful formulation that worked across diverse skin types and tones.
Fenty Beauty’s launch sent shockwaves through the industry, demonstrating that inclusivity wasn’t just morally right but also commercially viable. The brand’s success forced other companies to reevaluate their product offerings and marketing strategies, leading to what has been dubbed the “Fenty Effect”—a wave of expanded shade ranges across the beauty industry.
Increased Representation in Media
Simultaneously, broader representation in media and entertainment helped shift beauty standards. The success of films and television shows featuring diverse casts, along with the visibility of celebrities and public figures with various skin tones, helped normalize and celebrate a wider range of beauty. This cultural shift created a more receptive environment for inclusive beauty products.
What Makes a Truly Inclusive Shade Range
A truly inclusive shade range goes beyond simply adding a few dark shades to an existing collection. It requires a thoughtful approach that considers the full spectrum of human skin tones and the unique needs of each. Here are the key elements that define an inclusive shade range:
Comprehensive Shade Spectrum
An inclusive shade range should cover the full spectrum of skin tones, from the fairest to the deepest. This typically means offering at least 30-40 shades, with thoughtful distribution across the spectrum rather than clustering in the middle ranges. The shades should progress in logical increments, with distinct differences between adjacent shades to ensure that everyone can find a match.
Undertone Considerations
Skin undertones play a crucial role in finding a perfect foundation match. An inclusive shade range should offer options for cool, warm, and neutral undertones across all depths of skin. This is particularly important for deeper skin tones, which can have a wide range of undertones that significantly impact how a foundation appears on the skin.
Formulation Consistency
All shades in a range should perform consistently, regardless of depth. This means that deeper shades shouldn’t be more prone to oxidation, have different finishes, or require different application techniques than lighter shades. Achieving this consistency requires careful formulation and pigment selection to ensure that all shades have the same longevity, finish, and skin benefits.
Complementary Products
Inclusivity shouldn’t be limited to foundations. A truly inclusive brand should offer complementary products like concealers, powders, blushes, bronzers, and contour shades that work across the full spectrum of skin tones. This includes creating color cosmetics that show up beautifully on deeper skin tones rather than disappearing or looking ashy.
Shade Naming and Organization
How shades are named and organized can significantly impact the shopping experience. Inclusive brands often use intuitive numbering systems that clearly indicate both shade depth and undertone, making it easier for consumers to identify their match. Avoiding problematic or insensitive shade names is also crucial in creating an inclusive experience.
Brands Leading the Way in Inclusivity
While many brands have expanded their shade ranges in recent years, some have gone above and beyond in their commitment to inclusivity. Here are some of the brands that are truly nailing inclusive color ranges:
Fenty Beauty
As the brand that sparked the inclusivity revolution, Fenty Beauty continues to set the standard with its extensive shade ranges and thoughtful formulations. The Pro Filt’r Soft Matte Longwear Foundation now comes in 50 shades, with options for every skin tone and undertone. The brand has expanded this commitment across its product line, offering inclusive options for concealers, powders, blushes, and more.
Uoma Beauty
Founded by former beauty executive Sharon Chuter, Uoma Beauty takes a unique approach to inclusivity with its “Say What?! Foundation.” The range is divided into two collections—”White to Light” and “Brown to Rich”—each with 21 shades. What sets Uoma apart is its innovative shade-finding system that considers both skin depth and undertone temperature, helping consumers find their perfect match with remarkable accuracy.
Make Up For Ever
Make Up For Ever was ahead of the curve when it launched its Ultra HD Skin Foundation with 40 shades back in 2015. The brand has continued to expand its range and now offers 50 shades of its best-selling foundation, with a thoughtful distribution across the spectrum and options for all undertones.
Mented Cosmetics
Founded by two Black women who struggled to find nude lipsticks for their skin tones, Mented Cosmetics specializes in products for deeper skin tones. The brand offers foundations in 21 shades, with a particular focus on the medium to deep range that is often overlooked by other brands. Mented’s nude lipsticks and eyeshadows are specifically designed to complement and enhance deeper skin tones.
Danessa Myricks Beauty
Makeup artist Danessa Myricks created her brand with the philosophy that makeup should work for everyone, regardless of skin tone or texture. The brand’s Vision Cream Cover Foundation comes in 31 shades with a unique formula that can be customized for different coverage levels and finishes. The brand is also known for its versatile color cosmetics that work across all skin tones.
IL MAKIAGE
IL MAKIAGE has taken a tech-forward approach to shade matching with its Power Match Foundation. The brand offers 50 shades and uses an online quiz to help customers find their perfect match. What sets IL MAKIAGE apart is its “Worry-Free Guarantee,” which allows customers to try the foundation risk-free and get a free replacement if the shade isn’t perfect.
Pat McGrath Labs
Legendary makeup artist Pat McGrath has brought her artistry and expertise to her eponymous brand, which offers inclusive shade ranges across its product line. The Sublime Perfection Foundation comes in 36 shades with a formula that works across diverse skin types and tones. The brand is particularly known for its stunning color cosmetics that are designed to stand out on all skin tones.
Fenty Beauty
As mentioned earlier, Fenty Beauty deserves a second mention for its continued commitment to inclusivity. Beyond its foundation range, the brand offers inclusive options for products like the Match Stix concealers, which come in 30 shades, and the Killawatt Freestyle Highlighters, which include shades that provide a subtle glow on deeper skin tones rather than looking chalky or ashy.
The Crème Shop
This affordable K-beauty inspired brand has made inclusivity a priority across its product line. The Crème Shop offers foundations in 40 shades, with a particular focus on creating shades that work for Asian skin tones, which are often overlooked in inclusive ranges. The brand also offers a wide range of sheet masks and skincare products suitable for all skin types.
Lime Crime
Known for its bold, vibrant colors, Lime Crime has expanded its commitment to inclusivity with its foundation range. The brand’s Blush Velvetines and Diamond Crusher Lip Toppers come in shades designed to complement all skin tones, and its foundation range includes options for very light to very deep skin tones with undertone-specific formulations.
The Technical Challenges of Creating Inclusive Formulations
Creating truly inclusive beauty products involves more than just adding more pigments to existing formulas. There are significant technical challenges that brands must overcome to ensure that their products work equally well across all skin tones. Here are some of the key challenges and how innovative brands are addressing them:
Pigment Load and Oxidation
One of the biggest challenges in formulating foundations for deeper skin tones is achieving adequate pigment load without causing the product to oxidize or change color after application. Deeper shades require higher concentrations of pigments, which can interact with the oils and other ingredients in the formula, leading to oxidation that turns the foundation orange or darker over time.
Innovative brands address this challenge through careful ingredient selection and testing. Using stable pigments, antioxidants to prevent oxidation, and balanced oil-to-emulsifier ratios can help maintain the true color of the foundation throughout wear. Some brands also use encapsulation technology to isolate pigments from other ingredients until the product is applied.
Undertone Accuracy
Matching undertones is particularly challenging for deeper skin tones, which can have a wide range of undertones that significantly impact how a foundation appears. A foundation that matches the depth of the skin but not the undertone can look noticeably off, especially in different lighting conditions.
Brands that excel in inclusivity invest heavily in color science and undertone analysis. They often create separate formulas for different undertone families or use sophisticated pigment combinations that can be adjusted to match various undertones within a single formula. Some brands also develop unique shade-matching tools or systems to help consumers identify their undertone accurately.
Finish and Texture Consistency
Achieving a consistent finish and texture across all shades in a range is another technical challenge. Different pigments can affect the feel, application, and finish of a product, potentially leading to deeper shades feeling heavier, looking drier, or having different longevity than lighter shades.
To address this, formulators must carefully balance the ratio of pigments to base ingredients and may need to use different texturizing agents for different shade groups. The goal is to ensure that all shades in a range have the same weightless feel, blendability, and longevity, regardless of depth.
Color Cosmetics for Deeper Skin Tones
Creating color cosmetics like blushes, bronzers, and highlighters that show up beautifully on deeper skin tones presents its own set of challenges. Products that are designed with lighter skin tones in mind may appear invisible or ashy on deeper skin, while products that are pigmented enough to show up may look harsh or unnatural if not properly formulated.
Inclusive brands approach this challenge by developing color cosmetics with higher pigment loads and undertones that complement deeper skin tones. For example, bronzers for deeper skin may incorporate rich red or chocolate undertones rather than the orange tones often used for lighter skin. Similarly, highlighters for deeper skin may use gold, copper, or bronze pigments that create a visible glow without looking chalky.
The Business Case for Inclusivity
Beyond the moral imperative, there’s a strong business case for inclusivity in the beauty industry. Brands that have embraced inclusive shade ranges have seen significant commercial success, demonstrating that diversity isn’t just the right thing to do—it’s also good for business.
Untapped Market Potential
For decades, people with deeper skin tones were an underserved market, with limited options and often forced to mix multiple products to create a suitable shade. This represented a significant untapped market potential that forward-thinking brands have now begun to capture. By offering products that cater to these consumers, brands can access a loyal customer base that has historically been overlooked.
Brand Loyalty and Community Building
Consumers who have struggled to find products that work for them often develop strong loyalty to brands that finally meet their needs. This loyalty extends beyond individual products to encompass the entire brand ecosystem, leading to higher customer lifetime value. Inclusive brands also tend to build strong communities around their products, with customers becoming brand advocates and sharing their positive experiences on social media.
Positive Media Coverage and Brand Perception
Brands that lead in inclusivity often receive positive media coverage, which can enhance brand perception and reach new audiences. This coverage extends beyond traditional beauty media to mainstream publications, creating opportunities for brand exposure that might not be available to less inclusive competitors.
Innovation and Differentiation
The technical challenges of creating inclusive formulations have driven innovation in the beauty industry, leading to new technologies, ingredients, and formulation approaches. Brands that invest in this innovation differentiate themselves in a crowded market and establish themselves as leaders rather than followers.
Future-Proofing the Business
As consumer demographics continue to evolve, inclusivity is becoming increasingly important for long-term business success. Brands that fail to embrace diversity risk becoming irrelevant as consumer expectations shift. By building inclusivity into their DNA from the beginning, forward-thinking brands are future-proofing their businesses against changing market dynamics.
The Consumer Experience of Finding Your Perfect Shade
Even with expanded shade ranges, finding the perfect foundation match can be challenging. Here’s a guide to navigating the process and ensuring a successful match:
Understanding Your Skin Tone and Undertone
The first step in finding your perfect shade is understanding your skin tone and undertone. Skin tone refers to the surface color of your skin, which can be described as fair, light, medium, tan, deep, etc. Undertone, on the other hand, refers to the subtle hue beneath the surface of your skin, which can be cool (pink, red, or bluish), warm (yellow, peachy, or golden), or neutral (a balance of cool and warm).
To determine your undertone, try these methods:
- Vein Test: Look at the veins on your wrist. If they appear blue or purple, you likely have cool undertones. If they look greenish, you probably have warm undertones. If you can’t tell whether they’re blue or green, you may have neutral undertones.
- Jewelry Test: Consider whether gold or silver jewelry looks better against your skin. If silver is more flattering, you likely have cool undertones. If gold complements your skin better, you probably have warm undertones. If both look good, you may have neutral undertones.
- Sun Test: Think about how your skin reacts to sun exposure. If you tend to burn easily and don’t tan much, you likely have cool undertones. If you tan easily and rarely burn, you probably have warm undertones. If you burn initially but then tan, you may have neutral undertones.
In-Store vs. Online Shade Matching
Once you understand your skin tone and undertone, you can begin the process of shade matching. This can be done either in-store or online, each with its own advantages and challenges.
In-Store Matching:
- Advantages: In-store matching allows you to see the shades in person and test them on your skin. Many beauty retailers now have trained staff who can help you find your match, and some use advanced color-matching technology for greater accuracy.
- Challenges: Store lighting can significantly affect how a foundation appears, potentially leading to a mismatch. Additionally, not all stores carry the full range of shades, particularly the deepest and lightest options.
- Tips for Success: When testing foundations in-store, apply a small amount to your jawline and check it in natural light if possible. Wear the foundation for at least 30 minutes to see how it oxidizes and settles into your skin before making a decision.
Online Matching:
- Advantages: Online shopping offers access to the full range of shades and often includes detailed shade descriptions and swatches on various skin tones. Many brands now offer sophisticated online shade-matching tools or quizzes to help customers find their match.
- Challenges: It can be difficult to accurately judge a shade from a photo, as screen settings and photography can alter colors. Without being able to test the product, there’s a risk of choosing the wrong shade.
- Tips for Success: Look for brands that offer shade descriptions, undertone information, and swatches on models with similar skin tones. Take advantage of online shade-matching tools, but also read reviews from customers with similar skin tones and undertones. Check the return policy before purchasing, in case the shade isn’t a perfect match.
The Importance of Seasonal Adjustments
Skin tone can change with the seasons, particularly for those with lighter skin tones that may tan in summer. This means that your perfect foundation match may vary throughout the year. Many people find that they need two shades of foundation—one for their lighter winter skin and one for their tanned summer skin—or they adjust their match by mixing shades or using bronzer.
Some brands have addressed this challenge by offering customizable foundation systems that allow consumers to adjust their shade as needed. Others provide detailed guidance on how to transition between shades as skin tone changes.
The Role of Application Techniques
Even with a perfect shade match, application techniques can significantly affect how foundation appears on the skin. Different tools—fingers, brushes, or sponges—can create different finishes, and the amount of product used can impact both coverage and color.
For the most natural-looking application, start with a small amount of product and build coverage as needed. Use a damp sponge or a dense brush to blend the foundation seamlessly into the skin, paying particular attention to the jawline and hairline to avoid harsh lines. Setting the foundation with a translucent powder can help extend its wear and prevent oxidation throughout the day.
The Future of Inclusivity in Beauty
While significant progress has been made in recent years, there’s still work to be done to achieve true inclusivity in the beauty industry. Here are some trends and developments that are shaping the future of inclusive beauty:
Beyond Foundation: Expanding Inclusivity Across Categories
As foundation ranges become more inclusive, attention is turning to other product categories that have historically lacked diversity. This includes color cosmetics like eyeshadows, lipsticks, and blushes that are designed to show up beautifully on all skin tones, as well as skincare products formulated for the specific needs of different skin types and tones.
Inclusivity for Undertones Within Shades
The next frontier in foundation inclusivity is addressing the wide range of undertones within each shade depth. While many brands now offer options for cool, warm, and neutral undertones, there’s growing recognition that skin undertones exist on a spectrum and that more nuanced options may be needed to ensure a perfect match for everyone.
Technology and Personalization
Advances in technology are enabling new approaches to inclusive beauty, from AI-powered shade matching tools to 3D printing for customized foundation shades. In the future, we may see more brands offering personalized products tailored to individual skin tones, undertones, and concerns.
Inclusivity in Marketing and Representation
True inclusivity goes beyond product formulation to encompass marketing, advertising, and brand representation. The future of inclusive beauty will feature diverse models of all ages, sizes, genders, and skin tones in campaigns and on product packaging, reflecting the true diversity of beauty consumers.
Global Inclusivity
As the beauty industry becomes increasingly global, there’s a growing recognition of the need to address the specific needs of different ethnicities and regions around the world. This includes developing products that work for diverse hair types, skin concerns, and cultural beauty practices.
Education and Expertise
The future of inclusive beauty will also involve greater education for both consumers and beauty professionals. This includes training makeup artists on techniques for working with all skin tones and undertones, as well as providing consumers with the knowledge and tools to find and apply products that work for their unique features.
The Rise of Gender-Neutral Beauty Brands
Breaking Down Gender Barriers in Beauty
For decades, the beauty industry has been rigidly divided along gender lines, with products marketed specifically to women or men. Women’s beauty encompassed everything from skincare and makeup to hair care and fragrances, while men’s beauty was largely limited to shaving products, basic skincare, and colognes. This binary approach not only limited consumer choice but also reinforced restrictive gender norms and stereotypes.
The rise of gender-neutral beauty brands represents a significant shift away from this traditional model, challenging the notion that certain products or ingredients are inherently “for” a particular gender. This movement reflects broader cultural changes in how we understand and express gender identity, as well as growing recognition that beauty needs are determined by individual factors like skin type, concerns, and preferences rather than gender.
The Historical Context of Gendered Beauty
To understand the significance of the gender-neutral beauty movement, it’s important to examine the historical context of gendered marketing in the beauty industry. The division of beauty products along gender lines is a relatively recent phenomenon, driven largely by marketing strategies rather than actual differences in product needs.
In ancient civilizations, beauty rituals and products were largely gender-neutral. Both men and women in ancient Egypt, for example, used kohl eyeliner, perfumes, and skincare preparations. Similarly, in 18th century Europe, men and women of the upper classes wore makeup, wigs, and elaborate fragrances as signs of status.
The shift toward gendered beauty marketing began in the early 20th century, as mass manufacturing and advertising created new opportunities for market segmentation. The cosmetics industry increasingly targeted women as their primary consumers, while men’s grooming was limited to basic shaving and hair products. This division was reinforced by cultural shifts that associated makeup and elaborate beauty routines with femininity, while simplicity and functionality in grooming were associated with masculinity.
By the late 20th century, this gendered approach had become deeply entrenched, with distinct product lines, packaging, and marketing strategies for men and women. Men who were interested in skincare or cosmetics beyond the basics faced limited options and social stigma, while women were bombarded with an ever-expanding array of products marketed as essential to their gender identity.
The Cultural Shift Toward Gender Neutrality
The rise of gender-neutral beauty brands reflects broader cultural changes in how society understands and expresses gender. Several factors have contributed to this shift:
Changing Gender Norms and Identity
Younger generations, in particular, are increasingly challenging traditional gender norms and embracing more fluid understandings of gender identity. The visibility of non-binary, genderqueer, and gender-nonconforming individuals has grown, along with recognition that gender exists on a spectrum rather than a binary. This cultural shift has created demand for products that don’t reinforce rigid gender categories.
The Rise of Self-Expression
Social media platforms have enabled new forms of self-expression, with beauty playing a central role for many individuals. Makeup and skincare are increasingly seen as tools for creative expression rather than gendered necessities, opening up possibilities for people of all genders to engage with beauty on their own terms.
Male Interest in Skincare and Grooming
Men’s interest in skincare and grooming has grown significantly, with research showing that men increasingly prioritize appearance and self-care. However, many men feel alienated by traditional women’s beauty marketing and find men’s grooming products too limited in scope. Gender-neutral brands offer a middle ground, providing sophisticated products without gendered marketing.
The Influence of Beauty Communities
Online beauty communities have played a crucial role in breaking down gender barriers in beauty. Platforms like YouTube, Instagram, and TikTok have given rise to beauty influencers of all genders, who share their routines, techniques, and product recommendations with diverse audiences. These communities have helped normalize the idea that beauty is for everyone, regardless of gender.
The Minimalism Movement
The trend toward minimalism in beauty—fewer products, multi-purpose formulations, and simplified routines—aligns well with a gender-neutral approach. By focusing on efficacy rather than gendered marketing, minimalist brands naturally appeal to consumers of all genders who are looking for straightforward, effective products.
What Makes a Brand Truly Gender-Neutral
Gender-neutral beauty is more than just a marketing trend—it’s a fundamental approach to product development, branding, and consumer engagement. Truly gender-neutral brands embody certain principles that set them apart from traditional gendered beauty products:
Inclusive Product Formulation
Gender-neutral brands focus on creating products that work for all skin types and concerns, regardless of gender. This means formulating with ingredients that address common issues like dryness, oiliness, sensitivity, or aging without targeting specific gender-related concerns (which are often marketing constructs rather than real differences).
For example, rather than creating separate “men’s” and “women’s” moisturizers with different fragrances and packaging but similar formulations, gender-neutral brands create a single high-quality moisturizer that works for all skin types. The focus is on efficacy and universal appeal rather than gendered differentiation.
Gender-Inclusive Marketing and Branding
Gender-neutral brands avoid gendered language, imagery, and assumptions in their marketing. You won’t see phrases like “for the modern man” or “because you’re worth it” (with its implied female audience). Instead, these brands use inclusive language that speaks to all consumers, focusing on the benefits and results of their products rather than who should use them.
Visually, gender-neutral branding often avoids the traditional color cues associated with gendered beauty—pink and pastels for women, black, blue, and gray for men. Instead, these brands tend toward minimalist packaging, neutral colors, and design elements that emphasize the product itself rather than a target gender.
Inclusive Representation
Representation is a crucial aspect of gender-neutral beauty. These brands feature diverse models of all genders, ages, ethnicities, and body types in their marketing campaigns and on their product packaging. This inclusive representation sends a clear message that beauty is for everyone, regardless of how they identify.
Education and Transparency
Gender-neutral brands often prioritize education and transparency, providing detailed information about ingredients, formulations, and usage without making assumptions about the consumer’s knowledge or experience level. This approach empowers all consumers to make informed choices about their beauty routines, regardless of their background or expertise.
Community Building
Many gender-neutral beauty brands focus on building communities around their products, creating spaces where consumers of all genders can share their experiences, ask questions, and connect with others. These communities often emphasize self-expression, experimentation, and personal choice rather than adherence to traditional beauty standards.
Leading Gender-Neutral Beauty Brands
While many brands have begun to adopt more inclusive approaches, some have been at the forefront of the gender-neutral beauty movement. Here are some of the brands that are truly leading the way:
Glossier
Founded by Emily Weiss in 2014, Glossier has been instrumental in redefining beauty for a new generation. The brand’s minimalist aesthetic, focus on “skin first, makeup second,” and inclusive marketing have made it a favorite among consumers of all genders. Glossier’s products are designed to enhance rather than cover up natural features, with an emphasis on dewy skin, subtle color, and effortless application.
Fenty Beauty
While Fenty Beauty is best known for its inclusive foundation range, the brand has also been a pioneer in gender-neutral marketing. Rihanna has consistently positioned Fenty Beauty as a brand for everyone, featuring diverse models of all genders in campaigns and creating products that appeal to a wide range of consumers. The brand’s emphasis on self-expression and individuality aligns perfectly with a gender-neutral approach.
Milk Makeup
Milk Makeup was founded in 2016 as a “digital-first” brand inspired by the creative energy of the Milk Studios community. From the beginning, the brand has embraced gender neutrality, featuring diverse models and creating products that work for all. Milk Makeup’s innovative formulations, focus on multi-use products, and edgy aesthetic have made it a favorite among consumers looking for beauty that breaks the mold.
Jecca Makeup
Jecca Makeup was founded specifically to serve the transgender and non-binary community, though its products are designed to work for all. The brand’s “Correct and Conceal” palette was developed to help with beard shadow, hyperpigmentation, and other specific concerns, but its philosophy is about enhancing natural features rather than conforming to traditional beauty standards. Jecca Makeup also offers makeup lessons and consultations that are inclusive of all gender identities.
Non Gender Specific
As its name suggests, Non Gender Specific is explicitly committed to gender-neutral beauty. The brand’s tagline, “Effective skincare for humans, not genders,” encapsulates its philosophy perfectly. Non Gender Specific offers a curated range of multi-purpose products that address common skin concerns without gendered marketing or assumptions.
Panacea
Panacea is a gender-neutral skincare brand that emphasizes simplicity, efficacy, and inclusivity. The brand offers a streamlined range of products formulated with high-quality ingredients that work for all skin types and concerns. Panacea’s minimalist packaging and straightforward approach make beauty accessible to consumers of all genders who are looking for effective products without the hype.
Volition Beauty
Volition Beauty takes a unique approach to gender neutrality by crowdsourcing product ideas from consumers of all backgrounds. The brand’s innovative formulations are designed to address real concerns raised by its community, without limiting products to specific genders. Volition’s transparent approach to ingredient sourcing and product development resonates with consumers looking for authenticity in their beauty products.
Atolla
Atolla combines technology with gender-neutral skincare to create personalized products for all consumers. The brand uses an online assessment and at-home testing kit to analyze each customer’s skin needs, then formulates a custom serum that addresses those specific concerns. By focusing on individual needs rather than gendered categories, Atolla represents the future of personalized, inclusive beauty.
Humankind
Humankind is a gender-neutral personal care brand that focuses on sustainability as well as inclusivity. The brand offers deodorant, shampoo, conditioner, and body wash in minimalist packaging that can be customized with scents or left unscented. By creating products that work for all and reducing waste through reusable packaging, Humankind addresses both inclusivity and environmental concerns.
Aesop
While not exclusively a gender-neutral brand, Aesop has long been favored by consumers of all genders for its sophisticated formulations, minimalist aesthetic, and focus on quality. The brand’s skincare, hair care, and body products are designed to address specific concerns rather than gendered needs, and its unisex fragrances have become cult favorites among a diverse range of consumers.
The Business Case for Gender-Neutral Beauty
Like inclusivity in shade ranges, gender-neutral beauty isn’t just a moral imperative—it’s also good business. Brands that embrace gender neutrality are tapping into new markets, building loyal communities, and positioning themselves for long-term success in a changing industry. Here’s why gender-neutral beauty makes business sense:
Expanding the Consumer Base
By creating products that appeal to all genders, brands can significantly expand their potential consumer base. Rather than limiting themselves to 50% of the population (or less, in the case of women’s beauty products), gender-neutral brands can reach everyone, regardless of how they identify. This expanded market potential translates into greater growth opportunities and revenue.
Meeting Evolving Consumer Expectations
Younger generations, in particular, expect brands to align with their values around inclusivity, diversity, and authenticity. Gender-neutral beauty meets these expectations by rejecting traditional gender norms and embracing a more inclusive approach. Brands that fail to evolve risk becoming irrelevant as consumer values continue to shift.
Building Brand Loyalty
Consumers who have felt excluded by traditional gendered marketing often develop strong loyalty to brands that finally acknowledge and include them. This loyalty extends beyond individual products to encompass the entire brand ecosystem, leading to higher customer lifetime value and word-of-mouth marketing.
Differentiation in a Crowded Market
The beauty industry is notoriously crowded, with thousands of brands competing for consumer attention. Gender-neutral brands stand out by challenging industry norms and offering something different from the traditional gendered products that dominate the market. This differentiation can be a powerful competitive advantage.
Innovation and Product Development
The constraints of gendered marketing have historically limited product development, with brands creating separate (and often unnecessarily different) products for men and women. Gender-neutral beauty frees brands from these constraints, allowing for more innovative product development and a focus on what really matters: efficacy and user experience.
Future-Proofing the Business
As gender norms continue to evolve and consumers increasingly reject rigid gender categories, brands that remain tied to traditional gendered marketing risk becoming outdated. By embracing gender neutrality, forward-thinking brands are future-proofing their businesses against changing cultural dynamics.
Challenges and Criticisms of Gender-Neutral Beauty
Despite its many benefits, the gender-neutral beauty movement isn’t without challenges and criticisms. Understanding these issues is crucial for brands and consumers alike as the movement continues to evolve.
The Risk of “One Size Fits All” Formulations
Critics argue that gender-neutral beauty sometimes takes a “one size fits all” approach that doesn’t adequately address the specific needs of different individuals. While it’s true that many gendered product differences are marketing constructs, there are some biological differences that can affect product needs, such as hormonal differences that influence skin concerns.
The most successful gender-neutral brands address this challenge by focusing on individual factors like skin type, concerns, and preferences rather than gender, while acknowledging that some products may need to be tailored to specific needs. Personalization and customization are becoming increasingly important in this context.
The Potential for “Pinkwashing”
As gender-neutral beauty gains popularity, some brands may engage in “pinkwashing”—adopting gender-neutral marketing without truly embracing inclusive practices. This can include using gender-neutral language while still targeting primarily women, or making superficial changes to packaging and marketing without addressing deeper issues of inclusivity.
Consumers and industry watchers are increasingly savvy about these tactics, calling out brands that engage in performative allyship rather than meaningful change. Truly gender-neutral brands must embody inclusive principles throughout their operations, from product development to marketing to corporate culture.
The Complexity of Gender Identity
While gender-neutral beauty represents a significant step forward from rigid gendered marketing, it’s important to recognize that gender identity is complex and multifaceted. Some non-binary or gender-nonconforming individuals may prefer products specifically designed for their community, while others may appreciate gender-neutral options.
The most inclusive approach is to offer a range of options that respect individual choice and identity, rather than assuming that gender-neutral products are the solution for everyone. This includes acknowledging that some consumers may still prefer gendered products for various reasons, and that this preference is valid.
Accessibility and Price Point
Many gender-neutral beauty brands position themselves as premium or luxury products, with price points that may be inaccessible to some consumers. This raises questions about who can truly participate in the gender-neutral beauty movement and whether it’s becoming another marker of privilege.
As the movement grows, there’s a need for more accessible options at various price points, ensuring that gender-neutral beauty isn’t limited to those who can afford premium products. Some brands are beginning to address this gap, but there’s still work to be done.
The Global Context
Gender norms and beauty standards vary significantly across cultures, and what works as gender-neutral in one context may not translate to another. As gender-neutral beauty brands expand globally, they must navigate these cultural differences sensitively and appropriately, avoiding a one-size-fits-all approach that doesn’t respect local contexts.
The Future of Gender-Neutral Beauty
The gender-neutral beauty movement is still evolving, and several trends are likely to shape its future development:
Greater Personalization and Customization
The future of gender-neutral beauty lies in personalization—products tailored to individual needs rather than gender categories. Advances in technology, including AI-powered skin analysis and on-demand manufacturing, are making it possible for brands to offer customized products that address each consumer’s unique concerns.
Expansion Beyond Skincare and Makeup
While gender-neutral approaches have been most prominent in skincare and makeup, we’re likely to see expansion into other categories like hair care, fragrance, and personal care. This includes products designed for diverse hair types and textures, as well as fragrances that don’t conform to traditional gender categories.
Inclusivity in Retail Environments
As gender-neutral beauty grows, retail environments will need to evolve to accommodate these products. This includes rethinking traditional store layouts that separate men’s and women’s products, as well as training staff to serve customers of all genders knowledgeably and respectfully.
Education and Expertise
The future of gender-neutral beauty will involve greater education for both consumers and beauty professionals. This includes training makeup artists and skincare specialists on techniques that work for all genders, as well as providing consumers with the knowledge to build routines that address their individual needs.
Regulatory and Industry Standards
As the gender-neutral beauty movement matures, we may see the development of industry standards and certifications that define what it means to be truly gender-neutral. These standards could help consumers identify brands that are genuinely committed to inclusivity rather than simply adopting gender-neutral marketing as a trend.
Intersectionality and Inclusivity
The future of gender-neutral beauty will increasingly embrace intersectionality—recognizing that gender identity intersects with other aspects of identity like race, ethnicity, age, and ability. Truly inclusive beauty will address the needs of individuals at these intersections, creating products and experiences that acknowledge and celebrate diversity in all its forms.
Conclusion: The Interconnected Future of Beauty
The clean beauty movement, inclusive shade ranges, and gender-neutral beauty brands may seem like separate developments, but they are fundamentally interconnected aspects of a broader transformation in the beauty industry. Together, they represent a shift toward a more conscious, inclusive, and authentic approach to beauty—one that prioritizes the health and well-being of consumers, celebrates diversity in all its forms, and challenges restrictive norms and stereotypes.
This transformation is being driven by consumers who are increasingly informed, empowered, and demanding of change. They want products that are safe and effective, that work for their unique needs and concerns, and that align with their values around inclusivity, sustainability, and authenticity. Brands that respond to these demands—not superficially, but through genuine commitment and innovation—are leading the way into the future of beauty.
The beauty industry of tomorrow will be one where product formulations are transparent and safe, where shade ranges truly represent the diversity of human skin tones, and where products are designed for individuals rather than gender categories. It will be an industry that celebrates beauty in all its forms and empowers consumers to express themselves authentically.
This future isn’t just possible—it’s already emerging. Through the continued efforts of conscious consumers, innovative brands, and industry leaders, we are creating a beauty landscape that is cleaner, more inclusive, and more accessible for everyone. And in doing so, we’re not just changing what we put on our faces and bodies—we’re changing how we see ourselves and each other.
FAQs
Clean Beauty FAQs
- What exactly is “clean beauty”?
Clean beauty refers to products formulated without potentially harmful ingredients like parabens, phthalates, sulfates, synthetic fragrances, and other controversial substances. While there’s no official regulatory definition for clean beauty, it generally emphasizes transparency, safety, and sustainability in ingredient sourcing and formulation.
- Are natural ingredients always better than synthetic ones?
Not necessarily. While many natural ingredients are beneficial, some can cause irritation or allergic reactions. Conversely, some synthetic ingredients are safe and effective. The key is evaluating each ingredient based on its safety profile, efficacy, and environmental impact rather than simply categorizing it as natural or synthetic.
- How can I tell if a product is truly clean?
Look for brands that provide full ingredient transparency, avoid known harmful ingredients, and often have third-party certifications like EWG Verified, COSMOS, or Ecocert. Be wary of vague terms like “natural” or “eco-friendly” without specific ingredient information to back them up.
- Do clean beauty products work as well as conventional ones?
Yes, clean beauty products can be just as effective as conventional ones. Advances in green chemistry and formulation technology have enabled clean brands to create high-performance products that deliver visible results without potentially harmful ingredients.
- Is clean beauty more expensive?
While some clean beauty products are priced at a premium, there are affordable options available at various price points. The cost often reflects the quality of ingredients, ethical sourcing practices, and smaller production scales, but as the clean beauty market grows, more accessible options are becoming available.
- Are clean beauty products regulated?
Regulation varies by country. In the United States, the FDA doesn’t pre-approve cosmetic ingredients, but does regulate labeling. The European Union has stricter regulations, banning or restricting over 1,300 ingredients. Some clean beauty brands go beyond regulatory requirements to ensure their products meet higher safety standards.
- Can clean beauty products help with specific skin concerns like acne or aging?
Yes, clean beauty products are formulated to address various skin concerns. For example, clean acne products might use salicylic acid derived from willow bark, while anti-aging products might feature bakuchiol as a natural alternative to retinol.
- Are clean beauty products safe during pregnancy?
Many pregnant women choose clean beauty products to avoid potentially harmful ingredients. However, it’s always best to consult with your healthcare provider about specific products, as individual sensitivities can vary even with clean formulations.
- What’s the difference between clean beauty and organic beauty?
Clean beauty focuses on avoiding potentially harmful ingredients, while organic beauty specifically uses ingredients grown without synthetic pesticides or fertilizers. A product can be clean without being organic, and vice versa, though there’s often overlap between the two.
- How can I transition to a clean beauty routine?
Start gradually by replacing products you use most frequently or those that stay on your skin longest, like moisturizers and foundations. Research clean alternatives, read reviews, and introduce new products one at a time to observe how your skin responds.
Inclusive Shade Range FAQs
- Why is shade inclusivity important in beauty?
Shade inclusivity ensures that people of all skin tones can find products that work for them, promoting representation and equity in the beauty industry. It acknowledges that beauty comes in all colors and challenges the historical exclusion of deeper skin tones.
- How many shades should a truly inclusive foundation range have?
While there’s no definitive number, most experts agree that a truly inclusive foundation range should have at least 30-40 shades with thoughtful distribution across the spectrum, including options for very light and very deep skin tones with various undertones.
- What are skin undertones and why do they matter?
Skin undertones are the subtle hues beneath the surface of your skin, typically categorized as cool (pink, red, or bluish), warm (yellow, peachy, or golden), or neutral (a balance of cool and warm). Matching both your skin tone and undertone is crucial for finding a foundation that looks natural.
- How can I find my perfect foundation shade?
Start by determining your skin tone and undertone using methods like the vein test, jewelry test, or sun test. Then, test potential shades along your jawline in natural light, or use online shade-matching tools and read reviews from people with similar skin tones.
- Do inclusive shade ranges only apply to foundations?
No, true inclusivity extends to all color cosmetics, including concealers, powders, blushes, bronzers, and lip products. These should all be formulated to work across the full spectrum of skin tones.
- Why did it take so long for the beauty industry to become more inclusive?
The beauty industry’s lack of inclusivity stemmed from historical beauty standards that privileged Eurocentric features, limited representation in media and marketing, and a failure to recognize the commercial potential of serving diverse consumers. Changing these deep-seated norms has required significant cultural and industry shifts.
- What was the “Fenty Effect”?
The “Fenty Effect” refers to the industry-wide impact of Rihanna’s Fenty Beauty brand, which launched in 2017 with 40 shades of foundation. This unprecedented inclusivity forced other brands to expand their shade ranges and rethink their approach to diversity, sparking a broader movement toward inclusivity in beauty.
- Are there technical challenges in creating foundations for deeper skin tones?
Yes, creating foundations for deeper skin tones presents unique challenges, including achieving adequate pigment load without causing oxidation, matching diverse undertones accurately, and ensuring consistent finish and texture across all shades.
- How can I tell if a brand is truly committed to inclusivity?
Look beyond just foundation shades to see if the brand offers inclusive options across all product categories, features diverse models in marketing, has a corporate culture that values diversity, and consistently demonstrates commitment to inclusivity over time rather than as a temporary trend.
- What’s the future of inclusivity in beauty?
The future of inclusivity in beauty includes expanding beyond foundation to all product categories, addressing undertones within shades, leveraging technology for personalization, increasing representation in marketing, and embracing global perspectives on beauty.
Gender-Neutral Beauty FAQs
- What is gender-neutral beauty?
Gender-neutral beauty refers to products and brands that don’t target specific genders, instead focusing on creating formulations that work for all individuals regardless of gender identity. This approach challenges traditional binary marketing and emphasizes inclusivity, efficacy, and self-expression.
- Why is gender-neutral beauty becoming popular now?
Gender-neutral beauty is gaining popularity due to changing cultural attitudes toward gender, increased visibility of non-binary and gender-nonconforming individuals, growing male interest in skincare and grooming, the influence of inclusive beauty communities, and a broader shift toward minimalism and authenticity.
- Are there differences between “gender-neutral,” “unisex,” and “for all” beauty products?
While these terms are often used interchangeably, there can be subtle differences. “Unisex” traditionally implies products designed for both men and women within a gender binary. “Gender-neutral” more explicitly challenges the binary and is more inclusive of non-binary identities. “For all” emphasizes universal accessibility and may be used interchangeably with gender-neutral.
- Do gender-neutral products work as well as gender-specific ones?
Gender-neutral products can be just as effective as gender-specific ones. In fact, many gendered product differences are marketing constructs rather than formulation necessities. Gender-neutral brands focus on addressing individual skin concerns and needs rather than making assumptions based on gender.
- How can I find gender-neutral beauty products?
Look for brands that explicitly embrace gender neutrality in their marketing and product development, avoid gendered language and packaging, feature diverse models of all genders, and focus on universal product efficacy rather than gendered claims.
- Are gender-neutral beauty products more expensive?
Gender-neutral beauty products span a range of price points, from affordable to luxury. While some gender-neutral brands position themselves as premium, there are increasingly accessible options available as the movement grows and more brands enter the market.
- Do gender-neutral beauty products have fragrances?
Some gender-neutral products are fragrance-free, while others include scents that aren’t traditionally gendered, like citrus, herbal, or woody notes. The focus is typically on creating appealing scents that work for all rather than adhering to traditional “feminine” or “masculine” fragrance profiles.
- How are gender-neutral beauty products marketed differently?
Gender-neutral beauty marketing typically avoids gendered language, stereotypes, and assumptions. Instead, it focuses on product benefits, ingredients, and results, using inclusive imagery and diverse representation. The emphasis is on individual choice and self-expression rather than conforming to gendered beauty standards.
- What challenges do gender-neutral beauty brands face?
Challenges include avoiding “one size fits all” formulations that don’t address individual needs, preventing “pinkwashing” where brands adopt gender-neutral marketing without genuine commitment, navigating the complexity of gender identity, ensuring accessibility across price points, and adapting to global cultural differences in gender norms.
- What’s the future of gender-neutral beauty?
The future of gender-neutral beauty includes greater personalization and customization, expansion into new product categories, more inclusive retail environments, increased education for consumers and professionals, potential regulatory standards, and a more intersectional approach that acknowledges how gender identity intersects with other aspects of identity.
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