Diversity in Beauty

Following the explosive launch of Rihanna’s Fenty Beauty line, is the surge in brands attempting to replicate Rihanna’s remarkable entrance into the beauty industry progressive or problematic?

There has always been a handful of beauty brands that have historically catered for women of colour.

However one must question why all of a sudden these brands who for so many years have overlooked and ignored the needs of women of colour are suddenly interested in increasing their product ranges (bearing in mind they have always been able to produce 15 of the same near identical shades).

There has always been a demand for a diverse range of make up this is unquestionable, I can recall from my own experience some 10-15 years ago of not being able to find a foundation or concealer in any shade, never mind one that was suitable for my skin tone.

When I was younger I always thought it was unusual that I did not see anyone on the television that looked liked me. The lack of visibility was and still is very profound. I can say that in all my years of watching television in the United Kingdom I don’t ever recall seeing a hair or beauty advert that exclusively and specifically catered for women of colour.

So whilst we should acknowledge that there has been a shift in the right direction there is still more work that needs to be done. We should be more aware of supporting brands which wholly encompass and celebrate diversity. Simply producing a larger range of make up products in various shades does not necessarily equate to a company being inclusive. More often than not there is still a lack of visibility. I am always reticent to support brands that fail to implement diversity across all mediums.

There is still a lack of representation whether it be in the editorials, marketing or advertising campaigns. Therefore clear and affirmative action is needed to ensure that make up for all skin tones is widely available and stocked in all stores irrespective of the demographic of the area.

The overriding principle of celebrating diversity of all skin tones should not be purely for monetary reasons. It is apparent that some brands are simply jumping on the proverbial bandwagon disguising their new ranges of 30 plus shades, purely to generate increased revenue.

When you analyse this on a deeper level it seems unfathomable that only in recent years these brands have become attuned to our spending power.

Whilst we should embrace these incremental changes, I can’t help but feel somewhat perplexed at the difficulty and challenges we are faced with for simply wanting to look and feel good. It is concerning that for so many years the beauty industry has pushed a singular narrative of what they deem to be beautiful or acceptable, with the automatic assumption that women of colour do not want to wear make up or do not have an interest in it. This is a false narrative which has been projected within the media and has subsequently affected so many of us consciously and subconsciously.

Nevertheless any steps (irrespective of size) are steps in the right direction. I do hope that the brands who have decided to diversify their ranges, continue to stand by their ethos.

The tides have now turned, beauty brands, have realised our spending power, there are more options available for us, this is a sign of progression. However ultimately we must remember the power that we each hold. We have the power to choose where our hard earned money goes and we have the power to say no to brands that continue to push a singular ideal of beauty.