5 Brands That Have Changed How We See Female Beauty
:upscale()/2019/03/04/892/n/1922153/15a3c1b05c7d89d0955034.02841240_.jpg)
Throughout recent history, the Eurocentric world has had a very narrow-minded view of what it means to be beautiful, and it often meant thin, white, and straight-haired. Luckily, in 2019 many brands are looking to change this definition and make it more inclusive, diverse, and meaningful. Ahead are five brands changing the cosmetics industry and our perception of what it means to be beautiful with its products, campaigns, and ideologies.
:upscale()/2019/03/04/880/n/1922153/139c1151e77cbffc_GettyImages-850340888.jpg)
Fenty Beauty
When Rihanna launched Fenty Beauty in 2017, her massive foundation shade selection of 40 (which has since expanded to 50) created a frenzy. Since the game-changing product was created, consumers have demanded wider shade selections in all beauty products and caused other brands to follow suit. But Fenty's inclusion isn't limited just to products: the brand's advertisements always feature an array of skin tones, ethnicities, and body types.
:upscale()/2019/03/04/880/n/1922153/fd2d4bf0b257bf48_billie-715912-unsplash.jpg)
Billie
Realizing that most hair-removal commercials featured already hairless, smooth models, subscription razor brand Billie created and donated a series of stock images featuring women with body hair. However, this isn't just a good marketing campaign to get some publicity.
The brand really is committed to improving the beauty industry and has been raising awareness about the "pink tax" since its founding. The pink tax is the concept that many women's products are priced higher than the men's version for an identical item. Billie prices their razors inline with what men's cost, so women don't simply get charged more for being female.
:upscale()/2019/03/04/881/n/1922153/91054504fb0af49a_beauty_bakerie.jpg)
Beauty Bakerie
Not only do makeup-lovers adore Beauty Bakerie for its pigmented formulas and cute baked-goods-themed packaging, but the brand has also made revolutionary choices within its line. The brand's Cake Mix foundation, for example, has the darkest shade listed as 1, and the highest number is the palest. When most brands put the paler shades first (and sometimes forget the dark ones all together) it's important to see a brand who is putting women of color first.
:upscale()/2017/07/12/872/n/1922153/7ec018a9dab52df1_SALEM_BEAUTY_0373.png)
The Lipstick Lobby
After the 2016 presidential election, many women felt helpless. That's why the Lipstick Lobby was founded, a socially conscious brand that allows you to enjoy makeup while also making a difference. Each one of their highly pigmented, creamy lipsticks go toward causes like Planned Parenthood, the ACLU, and the unPrison Project, and have proved that your love of makeup can go hand-in-hand with your desire to do good in the world.
:upscale()/2019/03/04/883/n/1922153/97dbb70f5cf2369f_cvs.jpg)
CVS Beauty
If you didn't already love the drugstore, CVS will probably change your mind. In 2018, they announced they would add a logo called the "Beauty Mark" to any ads that had not been digitally altered. By 2020, the brand plans to add this badge to any brand's advertisement that is editing-free, so you can use your buying power to choose brands that adhere to your standards.