This post contains links to previous AD blog posts. I have previously worked with brands mentioned in this post but am under no obligation to write this article.
Something I have always stuck by and kept in mind is that a beauty brand is only truly wonderful if they are fully inclusive and available to all skin colours. I also believe in the beauty industry growing and adapting as it has changed so much in recent years and I believe that brands need to work alongside influencers from all walks of life to create a welcoming brand to be talked about!
During a discussion with Lush at the LUSH Validation event, we spoke about the industry expanding and becoming fully inclusive of all skin colours and those from so called “unconventional” backgrounds coming into the beauty industry. When I say ‘unconventional’ I mean how some brands and people do not understand men wearing makeup, Drag artists and such. LUSH and I had a huge discussion about this and how every brand should grow with the times and start embracing the use of makeup by men, women and those from different walks of life.
The Makeup industry
The beauty industry is growing as we speak and I LOVE IT!
We are seeing more and more instagram accounts dedicated to unique makeup design and it is honestly refreshing. We now live in a time where men are openly using makeup and sharing it online with incredible designs and concepts. We still have a lot of work to do and building these artists up is key to making them realise they should never feel shamed or embarrassed for simply embracing creativity through makeup.
Drag artists both men and women are becoming so much more well known and it is flooding social media and absolutely slaying it. I am obsessed with seeing male influencers, makeup artists and drag queens do what they do so openly.
One thing I am always checking up on is whether brands embrace skin colours. If I approach a brand, I want to see that they are creating foundations and concealers amongst other products in all shades so that my friends and family of all skin colours can also easily access products too. The discussion with LUSH was also mainly focused around this saying that if we go on a shopping trip to a beauty shop, we should be able to shop for all of us in the group. If the brand does not cater for that then they need to do better!
Here are some of my favourite brands below who have a huge range of shades for different skin colours and work in adapting within the industry!
Revolution are a wonderful brand! They are my absolute favourite and the majority of my collection is from them. They are cruelty free and most of their products are vegan with others being vegetarian!
As you can see they have products in a huge range of skin colours catering for those with light skin all the way to the those with dark skin. They also work with male makeup artists and embrace the industry changes!
It’s great to see a beauty brand with amazing ethics and changing with the times. Being accepting of all skin colours and all walks of life makes the brand top notch in my opinion as the beauty industry brings light to some peoples lives and it’s a forever growing industry that people are looking to more and more.
As you can see from their Instagram they are really good at promoting a mix of different people including black influencers, POC and men also. They are a brand that make me feel happy whenever I see their posts.
They also create skincare and have so many ranges for those with different skin types and needs which is important! It’s really good for a brand to cater to as many people as possible and I feel that Makeup Revolution do a really good job of it!
I hope to work with them in the near future as they are my favourite skincare and makeup brand and it would be a dream!
ELF are another one of my favourite brands! When shopping for beauty or skincare I will always look on their section to see what they have new or just to buy existing products I can’t get enough of! Since ELF are cruelty free and offer a lot of vegan products I will always look to them for new lines and campaigns!
As you can see ELF have also got a really good variety of shades for different skin colours and work with influencers from all walks of life regularly showing their diverse clients, staff, influencers and consumers on their websites and social media!
ELF are an affordable brand and constantly come up with new campaigns and products that really can suit so many people! They are always embracing people on their social media and are clearly a very inclusive, welcoming and fun brand. They even include little ones and animals on their Insta feed! It gives their brand a lovely welcoming feel.
Barry M Cosmetics
Barry M Cosmetics are another of my go to beauty brands! They have awesome ethics and are completely cruelty free with most of their products being vegan friendly!
They work with so many male and female influencers and MUA’s from all walks of life and cater for and embrace black people and POC which is awesome!
I love trying new products by Barry M as they always spruce it up including having a wide range of wonderful nail varnish
LUSH cosmetics is one of my all time favourite brands and shops! They are absolutely fabulous.
They are ethical, fun, serious and passionate about making positive change in the world! They are a company that make bath, body, makeup, perfume and all things beauty dreams come true!
They lead peaceful protests and create campaigns to help educate and do great things to change societies view.
Lush and I had a huge discussion during their Validation day event about brands being accepting of different people such as POC, black people, men, drag artists and all who deserve a place in the beauty industry!
LUSH also have grown so much over the past few years. They have expanded so much and it’s been such an exciting time for them within the industry! They have recently expanded store sizes and have opened up their own in house spa’s where professional masseuse’s and masseurs give a range of tailored spa treatments including full body massages, emotional experiences alongside the treatment, bubble baths and even trying tea!
The world of beauty is growing daily and the community is becoming more and more incredible with talented people from all walks of life! I cannot wait to see what the industry has in store in the coming years. If we stick together we can help every beauty brand adapt and grow with the times giving everyone the service and products they need and deserve.
Thank you for reading! It is important to encourage brands to open themselves up to new things and ensuring they cater for all. We can do this together.