For many years, the world of cosmetics was restricted to a homogeneous group of people, excluding multiple forms of beauty by creating a fixed ideal that poorly represented the existing diversity.

Fortunately, today we are moving toward a more inclusive reality, where diversity is recognized and difference is celebrated. In the world of cosmetics or beauty, diversity is equally important, as we will explore in this article.

What is the meaning of diversity and inclusion?

Diversity and inclusion are concepts frequently found in work and academic settings, but they are also applicable in a broader scope. They refer to the plurality of people—regarding aspects like gender, age, skin color, culture, and ethnicity—and how different groups are present in industries or institutions.

To understand the importance of diversity and inclusion, we need only notice that when a relatively homogeneous and majority group consistently holds a certain social position, the idea that it is exclusive to them becomes dominant.

But how do these concepts reflect in the world of beauty care?

A new ideal of beauty

As with the fashion industry, where certain body types are the most represented and perceived as the most desirable, the cosmetics industry has also faced a challenge: deconstructing a Eurocentric ideal of beauty, which values arbitrary physical characteristics over others.

The repetition of this ideal reinforces stereotypes and can affect the self-esteem of people who don't see themselves in it, leading them to believe that their type of beauty is not valued by society, as they find fewer positive references. It is essential that cosmetics brands present a wide range of models to represent them, showing that all types of beauty are valid.

Inclusion in the world of beauty goes hand in hand with the idea that everyone deserves to feel beautiful and should have a range of products at their disposal to freely take care of their appearance. This is true regardless of prejudices and gender roles, such as those that affect men when it comes to valuing cosmetic care.

Inclusive products

If there used to be a lack of foundations and concealers suitable for Black skin, even from multinational brands, it is now evident that the product range cannot be concentrated on one exclusive consumer profile. A brand offering products that meet the needs of diverse people gains trust organically and secures its place in the market.

It's essential to create inclusive products that cater to everyone's needs. For this, it's also important to conduct clinical product testing with a large sample of people, as mentioned in this article. Everyone should feel heard and represented in the cosmetics industry, which also holds responsibility for promoting diversity, from product testing to the way they are marketed.

Celebrating authentic beauty

Liquid-Land doesn’t just promote diversity—it celebrates it. Our first photoshoot included diverse models because we believe plurality nourishes the health and beauty of every community.

We believe in a new ideal, one that radically distances itself from standardized views: ideal and desirable beauty lies in feeling good in your own skin, in authenticity—it is in our nature.

After all, our mission is to elevate the natural beauty of all people, offering equally natural care that respects authenticity.

Sources: Why Diversity And Inclusion Remain Important In Beauty Marketing; Inclusive Beauty: Why It Matters.