Inclusivity in Beauty: Beyond Shades and Sizes

The beauty industry has been having a long overdue conversation about inclusivity. But in 2025, the conversation is no longer just about adding a few more foundation shades or making campaigns more diverse in appearance. The most progressive brands are going deeper, designing inclusive beauty brands and diverse skincare products that truly reflect the realities of different skin tones, genders, and ages. Inclusivity is no longer an optional marketing angle; it is a standard consumers expect.

Admigos, as a marketing partner for beauty brands, has worked closely with campaigns that place inclusivity at the center of product design and brand storytelling. By tracking consumer response data, campaign reach, and content engagement metrics, Admigos has seen first-hand how meaningful representation drives brand loyalty and sales.

Why Inclusivity Needs to Go Beyond Surface-Level Representation

Many brands have historically treated inclusivity as a box to tick: launching a few more shades, adding a diverse face in an ad, and calling it progress. While those steps matter, consumers are increasingly aware of tokenism. Real inclusivity means building from the ground up, starting with research into the needs of underserved audiences.

Studies from Mintel and McKinsey show that consumers from underrepresented groups are more likely to purchase from brands that reflect their identity authentically. For example, gender neutral makeup is now a multi-billion-dollar segment, appealing not only to non-binary consumers but also to those who prefer a more minimal, universal product approach.

Admigos’ campaign analytics reveal that inclusive brand messaging leads to higher engagement times on social media and higher click-through rates in targeted ads when compared to generic beauty messaging.

Inclusive Beauty Brands Are Setting the Standard

Some of the most successful inclusive beauty brands have built their entire identity around representation. Fenty Beauty famously launched with 40 foundation shades, pushing the industry forward. But now, the standard has moved beyond shade ranges to include formulation differences for varied skin needs, inclusive packaging design for those with disabilities, and products that work across different age groups.

Admigos has partnered with mid-size and emerging brands to scale similar strategies. In these collaborations, inclusivity was integrated into every stage from focus group testing to influencer partnerships. For example:

1. Diverse formulation testing to ensure products work on oily, dry, and combination skin types across different ethnic backgrounds.
2. Gender-neutral packaging that avoids overtly feminine or masculine design cues, appealing to a wider market.
3. Multi-age campaigns showing product use by younger and older consumers, shifting the conversation away from youth-only marketing.

Diverse Skincare Products: Meeting Real Needs

True inclusivity in skincare means formulating for needs that have been overlooked. For darker skin tones, hyperpigmentation solutions that do not cause lightening effects are essential. For mature skin, anti-aging products that avoid overly aggressive actives can better serve sensitive users. And for consumers in humid climates, textures that work in high moisture environments make all the difference.

Admigos uses SKU-level analytics to help brands identify which product categories are underrepresented in their portfolio. This helps prioritize launches that fill market gaps instead of adding redundant products. For example, when analyzing a client’s portfolio, Admigos identified a missing segment for gender neutral sunscreen, a category that has since become one of their top performers. ELLE highlights the beauty brand setting a new standard in creative marketing.

Gender Neutral Makeup: Breaking the Binary

Gender neutral makeup is one of the fastest growing beauty segments. While makeup has traditionally been marketed to women, a shift toward universal product design has opened the category to all gender identities. Products such as tinted balms, skin tints, and neutral-toned eyeshadows are finding wide appeal.

Key strategies successful brands are using include:

Admigos has tracked how gender neutral makeup campaigns outperform traditional gendered marketing in certain demographics. For instance, a campaign for a gender neutral concealer line achieved higher engagement among Gen Z consumers than the brand’s previous women-focused launches. That Madras Mom discusses how gender-neutral beauty is reshaping conventional ideals.

How Messaging Shapes Perception

Inclusivity is not just in the product; it’s in the language, imagery, and tone of every customer interaction. Messaging should feel authentic and avoid cliches. Consumers want to see people like them represented, not as a token gesture, but as a genuine reflection of the brand’s values.

Admigos uses sentiment analysis tools to monitor how consumers respond to inclusive campaigns in real time. This allows brands to adjust their messaging quickly if something feels off or inauthentic. For example, a client’s ad campaign initially framed inclusivity as “helping” marginalized groups, feedback showed this felt patronizing. After adjusting the tone to focus on empowerment and community, positive sentiment increased.

Challenges and Realities in Implementing Inclusivity

While the benefits of inclusivity are clear, implementing it comes with challenges:

Admigos works with brands to navigate these challenges by using market data to prioritize high-impact inclusive initiatives, helping them balance authenticity with business goals. Bently Edu unpacks the growing importance of inclusive beauty brands in shaping the future of the industry

Admigos’ Role in Driving Inclusivity

As a data-driven marketing and creative partner, Admigos supports brands in:

These strategies are not theoretical, Admigos has implemented them in real campaigns, resulting in measurable lifts in engagement, brand sentiment, and sales conversion rates.

The Future of Inclusivity in Beauty

The next phase of inclusivity in beauty will go beyond current expectations. Brands will need to address accessibility for people with disabilities, inclusive ingredient sourcing that supports marginalized communities, and global representation in product development.

Consumers will increasingly demand that inclusivity be visible in every touchpoint from the first ad they see to the customer support experience after purchase. Those that fail to evolve risk being seen as outdated and disconnected from modern values.

Admigos continues to track these shifts, providing brands with the data and creative insight needed to stay ahead. By grounding campaigns in real consumer needs, brands can create products and messages that not only perform well in the market but also contribute to a more inclusive beauty culture. Cosmetics Business dives into the most talked-about beauty topics on Reddit right now

Final Takeaway: Inclusivity is no longer just a marketing differentiator; it is a foundation for long-term brand relevance. Inclusive beauty brands, diverse skincare products, and gender neutral makeup are shaping the future of the industry and with the right strategy, brands can lead this change authentically. Admigos is committed to helping them do just that.