Diversity is key: where are we at with the multicultural beauty trend?
This year has seen a number of strides forward, initiatives and launches in the field of diverse beauty. We’ve rounded up some of the highlights.
Black Beauty and Fashion Awards
The UK put black beauty centre stage this summer, when it announced the launch of this year’s edition of the Black Beauty and Fashion Awards at parliament.
UK MP Chi Onwurah said on the launch of the event at parliament that black beauty will be political until the day it is seen as normal.
“The awards aim to promote equality and celebrate diverse beauty, giving consumers of black beauty products a voice that can be heard clearly,” explained the Labour MP for Newcastle Central.
Organisers describe that the aim of the awards as “moving beauty forward whilst promoting equality and celebrating diverse beauty.”
Brands take it seriously
While niche, indie beauty players have led the diversification of product portfolios, major players have moved this year to follow suit.
L’Oréal was awarded Equileap’s award for internal gender equality, and attempted to push forward its brand ambassador agenda with Munroe Bergdorf, the first openly trans woman of colour to be used in a major campaign.
However, the situation turned sour almost as soon as announced, when the company ditched Bergdorf in response to comments on racism she had earlier made. Many criticised L’Oréal’s decision and suggested it showed a commitment to diversity that is apparently only skin deep.
Meanwhile, BareMinerals is another brand keen to position itself as taking diversity seriously: the company launched an expanded foundation range to include 12 new shades earlier this year.
Hair care focus
Meanwhile, a new initiative was launched that attempts to promote transparency, quality and trust for consumers looking for hair extensions: Fair Hair Care.
The company describes itself as “on a mission to inspire consumers of hair extensions to purchase and make informed choices and influence brands to do better".
It is making moves to establish a hair extensions certification award, and it comes at a time when the consumer demand for truly representative multicultural beauty is on the rise.
