The meaning of diversity in beauty is more diverse than ever

The focus on diversity in beauty is more alive than ever. A shift driven by major social and economic changes in the last decades, it has had an enduring impact on role models for beauty standards. 

In this context, the notion of beauty and diversity is expanding. It’s not just about ethnicity, but also gender identity, age, and lifestyle choices. This is because demographics are also shifting: the number of people over 60 in the developed world has risen exponentially and, by 2030, this number is expected to double figures recorded in the year 2000. With these major economic and social developments surrounding the BPC industry, brands’ true commitment for diversity in beauty has become a crucial trend, reflecting changing social attitudes and modeling for change. 

At the same time, as the preoccupations for diversity in beauty move from a novel trend towards a more mature perspective, brands must take their efforts to the next level to meet consumer true concerns..

What does diversity mean in beauty now?

Material changes in demographics aside, perhaps the most significant factor is a change in attitude. Younger generations today have a broad definition of diversity in beauty: gone are the days of conventional notions of success and attractiveness. In their place, influencers, brands, and celebrities alike seek to empower consumers to love the skin they are in, with no one being restricted by their age, gender identity, or ethnic background.

Subsequently, consumers are looking for unique, personalized products, and brands that help them express their individuality. The time for sidelining minorities as less important or of assuming “mainstream consumers” look a certain way is over. Diversity in beauty acknowledges how, in a global, digital society, everyone must be represented and given a platform. 

Research by Mintel shows nearly half (47%) of beauty product consumers buy products “from brands with diversity or inclusivity” claims; while 38% of Gen Z beauty consumers have “purchased from beauty brands that promoted diversity in the past year (compared to 23% overall).” 

In this context, Mintel also warns that demands for diversity in beauty are getting louder and more pressing, with almost one in five US consumers feeling “left out of beauty advertisements” (and a quarter of Gen Z consumers). Yet another sign that the era of unrealistic, one-size-fits-all beauty standards is over, while a new era of diversity in beauty is here to stay.

The key concepts that shape inclusive beauty

As inclusive beauty becomes a key aspect to consumers, it’s essential that brands have a fully-formed understanding of what it entails and how they can align with it.

1. Beauty that speaks to culture and heritage

The modern world brings cultures closer together – but it also means that consumers are eager to preserve and represent their own. This has led to a growing demand for products that speak to an individual’s cultural heritage and identity related to heritage. For instance, research by Mintel highlights how “57% of Singaporeans say that being able to express one’s individuality is a top priority for them”. There is also huge growth in the Halal cosmetics market, which brands should embrace to appeal to powerful and diverse emerging markets, like Indonesia.

2. Gender fluid or gender neutral products

Today, mainstream discourse is also increasingly embracing people of all genders and sexualities. This same tendency is reflected in beauty. Androgynous, gender-neutral products, for example, are becoming increasingly popular. Meanwhile, gender fluid makeup lines and brands encouraging men to wholly embrace personal care are becoming more influential. This is growing in line with the influence of the K-beauty movement, which encourages male consumers to opt for a softer look. 

3. Anti-aging is out and well-aging is in

The new generation of mature consumers is more active, healthy, and only as old as they feel. Instead of seeking to turn back the clock, they want to age well. As this demographic becomes increasingly powerful, it’s essential they’re represented in R&D processes and advertising campaigns. In turn, younger age groups are looking for preventative rather than reactive well–aging products. 

At the same time, this aligns with exciting movements in the field of cosmetics that target aging processes, such the new biotech ingredients for well-aging.

Provital: your allies for embracing diversity in beauty

At Provital, we work to be at the forefront of developing active ingredients for brands that champion diversity in beauty. Always on the pulse of how trends and definitions evolve, our range of natural, sustainable ingredients tested on diverse in vivo panels shows our commitment to help brands appeal to a wider customer base in an ever-changing market. Explore the catalog!

For further information or to request a free sample, please do not hesitate to contact our team of experts, who are available to provide guidance and support in selecting the most suitable solutions for your requirements.