Beauty's definition of diversity is expanding and becoming increasingly multifaceted.
In the realm of beauty, embracing diversity has never been more essential or celebrated. This shift, fueled by significant societal and economic changes over the past few decades, has fundamentally transformed role models for beauty standards.
Today, the concept of beauty and diversity transcends beyond ethnicity. It encompasses gender identity, age, and lifestyle choices. Such a shift mirrors evolving demographics: the number of individuals aged 60 and above in developed nations has shot up exponentially, and by 2030, it's predicted to double the count seen in the year 2000. Given these major economic and social transformations within the BPC industry, authentic diversity in beauty has become a pivotal trend, mirroring changing social attitudes and sparking positive change.
As the focus on diversifying in the beauty sector moves beyond a novel trend into a more mature perspective, brands must take their commitment to the next level to meet consumers’ true concerns.
Join us on a journey as we delve into how beauty standards and trends are shifting:
What does diversity signify in beauty now?
Beyond demographic changes, perhaps the most critical factor is a change in mindset. Younger generations embrace a broad definition of diversity in beauty: long gone are the days of limiting success and attractiveness to conventional notions. In their place, influencers, brands, and celebrities alike aim to empower consumers to celebrate their unique identity, irrespective of age, gender identity, or ethnic background.
Consequently, consumers are seeking unique and personalized products, desiring to express their individuality. The age of sidelining minorities as less important or assuming that "mainstream consumers" look a certain way is firmly behind us. Diversity in beauty acknowledges our global, digital society, where everyone must be represented and given a platform.
According to Mintel Research, nearly half (47%) of beauty product consumers purchase 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)." This research indicates that the demands for diversity in beauty are growing louder and more pressing, with almost one in five US consumers feeling "left out of beauty advertisements" (and a quarter of Gen Z consumers). Such findings demonstrate that the era of unrealistic, one-size-fits-all beauty standards is fast becoming a relic, while a new age of diversity in beauty is set to thrive.
The Crucial Components of Inclusive Beauty
As inclusive beauty emerges as a vital aspect for consumers, it's essential that brands understand what it entails and how they can align with it.
1. Beauty Rooted in Culture and Heritage
The interconnected world brings us closer to various cultures - but it also means that consumers crave products that resonate with their cultural heritage and identity. This has given rise to a growing demand for products that reflect an individual's cultural heritage. Brands must seize on this opportunity to attract powerful and diverse emerging markets, such as Indonesia, where the Halal cosmetics market is booming.
2. Gender-Fluid or Gender-Neutral Products
Today's discourse increasingly embraces people of all genders and sexualities. This tendency is replicated in the beauty industry, with gender-neutral products becoming increasingly popular. The K-beauty movement encourages male consumers to opt for a softer look, while gender-fluid makeup lines and brands promoting self-expression in personal care for all genders gain influence.
3. Embracing Well-Aging Over Anti-aging
The new generation of mature consumers is active, healthy, and only as old as they feel. Instead of trying to reverse the aging process, they seek to age gracefully and healthily. Brands and manufacturers must cater to this growing demographic, representing them in R&D processes and ad campaigns. At the same time, younger age groups are looking for preventative, rather than reactive well-aging products. This need aligns with innovations in the field of cosmetics targeted at aging processes, such as new biotech ingredients for well-aging.
Provital: Your Partner in Diversity and Inclusivity
At Provital, we pride ourselves on leading the way in developing active ingredients for brands committed to diversity and inclusivity. Always forward-thinking in response to emerging trends and shifting definitions, our range of sustainable, natural ingredients tested on diverse in vivo panels demonstrates our dedication to helping brands attract a diverse customer base in an ever-evolving market. Explore our catalog!
Whether you seek further information or would like to request a free sample, don't hesitate to contact our team of experts, who are readily available to provide guidance and support in selecting the most appropriate solutions tailored to your requirements.
- Today, diversity in beauty goes beyond demographic changes, stretching to encompass gender identity, age, and lifestyle choices, aligning with evolving societal attitudes and sparking positive change.
- Brands must understand that inclusivity in beauty involves not only representing diverse cultures but also catering to emerging markets, as consumers are increasingly seeking products that resonate with their cultural heritage and identity.
- In the realm of beauty, the era of unrealistic, one-size-fits-all beauty standards is fading, while a new age of diversity in beauty is set to thrive, with consumers demanding products from brands with diversity and inclusivity claims, demonstrating the growing importance of finance and business in promoting these ideals.
