When I think of inclusivity in the cosmetics industry, I think of brands catering to all skin tones. Mac Cosmetics has been known for its wide range of skin tones. Among the other brands that have been known for their broad range of skin tones are Lancôme, Estée Lauder and MAKE UP FOR EVER. In 2017 icon Rihanna came out with her own makeup brand, Fenty Beauty, and released a whole shade range that was inclusive. It was a game-changer.

You would think that other brands would have noticed and done it too. But no. Just a year later in January 2018 Tarte released its new inclusive shade range and it only had two dark skin tones. To me, it’s sad that one year later a popular brand made a whole foundation shade range knowing dark-skinned people wouldn’t be able to use it. That year two other brands did the same thing. Beauty Blender launched its Bounce foundation with a shade range that was criticized for not catering to darker skin tones. Huda Beauty released a foundation called #FauxFilter Foundation, and many consumers were unsatisfied because the shade range was too narrow. Huda Beauty and Tarte have since made strides to be more inclusive.

There are a few brands that have come through and slayed the game, like One Size Beauty and Laura Mercier. Other brands such as Hans Labs and Charlotte Tilbury have also expanded their shade ranges. Brands like YSL, Euphoria Foundation, and Rogue Beauty are making efforts to cater to broader skin tone ranges, but they are not quite there yet.

It’s not just about having a wide range of shades, it’s also about representation in marketing product development and ensuring that all customers feel seen. A few ways brands can do this is by broadening the customer base. By being more inclusive, you can reach a wider audience. Companies can also include diverse models in their advertising, and they can listen to customer feedback and make their products accessible to everyone.

Consumers can also support inclusivity themselves and learn more about its importance and impact. They can advocate for change through social media and other online platforms by championing more inclusive practices and brands. They can support diverse businesses, buying from businesses and brands that have a strong commitment to diversity and inclusion, and consumers can also support inclusivity by providing constructive feedback.

Inclusivity in makeup brands is not just about shades. It’s also about representation and making everyone feel seen. The industry needs to continue evolving to make sure that all individuals, regardless of their skin tones, can find products that work for them. It’s unfair that so many women can’t find products appropriate for them, even when those products carry labels ensuring they will work.