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Beauty is indubitably a celebrated concept worldwide, with its essence sprinkling through poetry, songs, and painting since time immemorial and, of course, forming the backbone of the cosmetic industry. But despite how unfortunate it may seem, we have been fed with a vague idea of beauty for the longest time. As if out of reflex, at the sound of beauty, the image that conjures up in our mind is that of fair skin, a long nose, big eyes, chiselled jaws, and long cheekbones. The idea is drenched in euro-centric, cishet white, heteronormative features. Many well-established companies have slowly been getting on the bandwagon to promote inclusivity and diversity in the beauty care industry. However, they all still have a long way to go.
Makeup has been an essential part of people’s lives and continues to be so. Sadly, the connotation we associate with makeup is that of a facade, powders and sparkles to hide our insecurities. In comparison, makeup should aim at something precisely opposite, something to embrace our insecurities rather than lock them away in caves of our dark thoughts.
The consumer base is large and diverse in the beauty care industry. People of different shapes, sizes, skin, sexuality and preferences consume the product daily. But apparently, it seems the products target a specific audience, expected to feed all differentiated consumers with the same product type.
Makeup isn’t one-size-fits-all. Until recently, all beauty brands manufactured products neglecting the diversity of gender, racial and sexual orientation of their audience. With men using women’s products, everyone applies lighter and fair shades of cosmetics despite skin tone.
The recent, more modern times have seen substantial change in the outlook of beauty brands for good. With them recognizing the manifold needs of people and progressing their products accordingly.
The stereotypical social norms associated with beauty have barred men from access to wearing makeup. Breaking these dogmas, beauty industries are now manufacturing products that cater to the needs of men. Men’s skin tends to be different from women’s, which is precisely why they need varied products. What works for women might not work for men.
With the burgeoning movements of Black and Asian Lives Matter, cosmetics are now paying a nod to every skin tone. Many brands provide more than a dozen shades of foundations, allowing people to wear their colours with pride and joy.
Gone are the days when men were at the forefront, the face of every big brand. The present times have seen a rise in the lines run by women thriving and making a name for themselves. With local brands climbing the stairs of growth and women-owned businesses taking a successful turn, we are heading to a new state of empowerment.
With being euro-centric, and racist, beauty brands were elitist, with only a particular class of people with affluent lives able to afford the products. An evolved step towards making cosmetics accessible and affordable is allowing people from different strata of society to use these products.
The suffocating tendency of humanity to label things, from clothes to colours and weigh them under the same two scales of femininity or masculinity is insufferable. Thanks to some brands who can see past these gender norms and allow inclusivity to appreciate gender-fluid products. Pink is no longer a shade suited to females. Men embrace soft, solemn, essentially considered feminine features with grace and style.
We are past the age when beauty standards were deceptive and biased. Did you know that 63% of Americans say that they get inspired by beauty brands that showcase inclusion and diversity? It’s time that we redefine beauty in terms we see fit. Along with incorporating the features mentioned above, beauty brands aim to represent marginalized or underserved communities, showcasing transparency and promoting inclusivity in its many hues. Rather than choke you in many corsets of insecurities, makeup or beauty aims to let you wear your differences like a violet crown.