The past two decades have seen some major social and economic changes. Thanks to the rising power of emerging economies, people everywhere have more spending power. Equally, role models for beauty standards and trends are shifting; countries like Japan and South Korea are becoming leaders, driving diversity in beauty.
However, the notion of diversity is expanding. It’s not just about ethnicity, but also gender identity, age, and lifestyle choices. This is because demographics are shifting; the number of people over 60 in the developed world has risen exponentially. By 2030, this number is expected to be double what it was in 2000. Let’s look closer at this notion and the key developments surrounding diversity in beauty.
What diversity in beauty means now
Material changes in demographics aside, perhaps the most significant factor is a change in attitude. Now, younger generations have a broad definition of diversity: gone are 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. No one should be restricted by their age, gender identity, or ethnic background.
Subsequently, consumers are looking for unique, personalized products, and brands that center their individuality. This is why diversity in beauty is so important: what were once minority groups are now the most influential consumers. Meanwhile, those once considered the majority demonstrate a preference for brands that embrace this new epoch of diversity in beauty.
The key concepts that shape inclusive beauty
Diversity is so much more than the color of your skin. It’s about gender, sexuality, age, lifestyle, and the unique needs of any given individual’s skin and hair. As inclusive beauty is so important to consumers, it’s essential brands have a fully-formed conception of what it entails.
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; in Indonesia, 82% of consumers agree that their heritage is an important part of their identity (Dynata/Mintel; Rakuten/Mintel, 2020). There is also huge growth in the Halal cosmetics market, which brands should embrace to appeal to powerful and diverse emerging markets, like Indonesia.
Gender fluid or gender neutral products
People of all genders and sexualities are increasingly accepted. According to a recent study by Pew Research, four in ten adults in the United States believe that there should be more than two gender options on official documents. 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.
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. They feel that you can do whatever you want at any age, and 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.
Beauty for everyone
Provital has always been at the forefront of developing active ingredients for beauty brands that champion diversity. We’re also always on the pulse of how definitions are evolving and that’s why we’re always innovating. With a range of natural, sustainable ingredients tested on diverse in vivo panels, we’re committed to helping brands appeal to a wider customer base in an ever-changing market. Click here to explore the catalog.