Beauty Shopping Expectation Checklist For Sustainability

Caring about diversity and inclusivity isn’t just a trend, but it’s likely that you’ll come across brands that think it is. So, it takes a little extra effort on your part to ensure that the brands you support fall into the camp of representing everyone all the time, even when it’s not a hot topic.

For far too long, shade equity hasn’t been a thing in the beauty industry. Up until about three years ago, foundations, concealers, and even powders would be launched with limited shade offerings, leaving BIPOC consumers, especially Black women, to mix several products together to create a shade that would match their skin tone. In other words, ranges that only offer about 10 shade options may not be something you want to support.

But it’s not only shade inclusivity that we’re looking for anymore. We’re looking for diversity and inclusion in the actual products, in the talent who help advertise it, and in the company who produces and develops it. Some other crucial details to keep in mind include:

  • Companies’ demographics at a corporate level
  • Representation in a brand’s social media feed
  • Influencer or talent collaborations that don’t contradict these fair values

If a beauty brand is ever called out on social media for an insensitive or tone-deaf commercial, social media post, or product, it’s most likely because there’s a severe lack of diversity on a higher, corporate level. If, as a consumer, you demand it, people who are more representative of you and your peers will more likely get a seat at the table.

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