When Rihanna launched Fenty Beauty in 2017 with 40 foundation shades, it was more than
a product release. It was a cultural reset that made the beauty industry confront who makeup
was made for. Fenty proved that inclusivity is not a niche concept but a profitable and
necessary one. The brand now offers over 50 shades and continues to shape how new
product launches are measured.
... a growing expectation that representation is a basic standard rather than a marketing advantage.
Since then, brands such as Rare Beauty and R.E.M. Beauty have debuted with wider shade
lines and online tools that help customers find their perfect match. This reflects a growing
expectation that representation is a basic standard rather than a marketing advantage, as
noted by Bentley University News in a 2024 feature on inclusive beauty branding.
However, the reality is still complex. Vogue reported that Korean brand TIRTIR was initially
criticised for offering only a handful of shades, later expanding to more than 40 after public
pressure and new testing with darker-skin participants. In contrast, Time Magazine
documented how Youthforia faced backlash for an allegedly ultra-deep foundation that
consumers found unwearable, showing how poor formulation can undermine good
intentions.
True inclusivity in beauty goes far beyond adding extra shades. It requires accurate
undertones, accessibility across regions, diverse testing panels, and transparency
throughout development. According to BeautyMatter, many companies are now adopting
data tools such as Arbelle’s Foundation Inclusivity Analysis to identify shade gaps and make
measurable improvements.
The beauty industry in 2025 is far more inclusive than it was a decade ago, but the work is
ongoing. Inclusivity is not a marketing campaign or a moment of cultural pressure. It is a
continuous practice that evolves with the communities it serves. Brands that understand this
will define the next era of beauty, while those that do not will continue to be held accountable
by an audience that expects better.
Fantastic insights and loads of sensitivity to treating this inclusive topic with so much compassion while also addressing the market demand and obviously impactful business expansion approach!!