The Groundbreaking Beauty Campaigns That Completely Shook the Industry in 2018

Billie wants to "make the internet a little fuzzier." The razor company launched its Project Body Hair campaign, which promotes body-hair acceptance with a video that shows women proudly displaying theirs. Billie has also donated its original photography to stock image site Unsplash, allowing media companies to download and put forth the message of body-hair positivity for free.

A razor brand that wants you to appreciate your natural self — amazing.

This year, CVS vouched to be more transparent about its campaign images (both in-store and online) that have been enhanced. Thus began the CVS Beauty Mark, an initiative that promises to add a watermark on any photo that alters "a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics."

Fluide Beauty launched in February, rolling out gender-neutral beauty products and an equally inclusive campaign. One of its models is nonbinary writer, actor, and activist Jacob Tobia, pictured here — proving that makeup doesn't need to be attached to one particular gender.

Back in June, Milk Makeup teamed up with The Center (a New York City-based LGBTQ+ resource) for its "Glitter = _____" campaign. To kick it off, Milk's friends at The Center and within the community came together for a video to talk about what glitter means to them. Even better, half of the purchase price of the brand's Limited-Edition Pride Pack during Pride Month went straight to The Center.

Too Faced teamed up with beauty blogger Jackie Aina to extend the brand's Born This Way Foundation shade range with 11 new shades, bringing its total number of offerings to 35. "[Aina] helped me properly formulate undertones and fill in gaps we were missing in the line," Too Faced cofounder Jerrod Blandino said to WWD. "I've always admired her advocacy for deeper skin tone inclusion, and she's the epitome of the Too Faced girl."