Beauty typology: defining its essence and exploring the prominent trends in diversity

The cosmetics industry is undergoing a significant transformation, with a growing emphasis on diversity and inclusivity across various dimensions. This shift reflects both social demand and industry awareness that beauty is universal but historically underrepresented in many marketing and product development areas.

In the realm of ethnicity, there is a growing recognition of the need for diverse representation and product ranges that cater to all skin tones. Brands like Fenty Beauty have set new standards with broad shade ranges, and others like Black Girl Sunscreen develop formulations specifically suited for darker skin tones without unwanted residue. However, about 17% of consumers still feel excluded from beauty ads, highlighting ongoing gaps.

Gender identity and expression are also becoming more prominent in the beauty field. Institutions and companies are increasingly emphasizing inclusion and respect for all gender identities. For instance, the San Francisco Institute of Esthetics & Cosmetology promotes safe and inclusive environments for people of all gender identities and expressions.

Age diversity is gaining prominence, especially with consumer groups like Gen X identified as a powerful and high-spending demographic shaping beauty product demand and marketing strategies. Their influence is crucial as they represent substantial purchasing power and household decision-making authority.

Lifestyle and inclusivity are also key aspects. Brands are innovating to address not only traditional beauty standards but also different lifestyle needs, including adaptive makeup tools for people with disabilities. This reflects a broader understanding of inclusivity beyond conventional categories.

Cultural heritage is another area of focus. The industry is increasingly valuing the cultural stories and backgrounds behind beauty practices, contributing to greater authenticity and respect in product development and marketing. This alignment with sustainable and ethical values is crucial in today's consumer landscape.

The significance of beauty diversity today lies in expanding market reach, fostering stronger brand-community connections, driving innovation in sustainable, personalized, and ethical products, and shaping future industry standards focused on inclusivity balanced with science and sustainability.

The K-beauty movement, for example, encourages male consumers to opt for a softer look, while brands like Provital are committed to helping beauty brands attract a broader customer base by producing active ingredients for diversity and different types of beauty.

This transformation positions the cosmetics industry to redefine beauty not just as appearance but as a reflection of individuality, cultural richness, and social responsibility. However, challenges remain in fully addressing underrepresentation and ensuring meaningful inclusion throughout all levels of decision-making and product development.

Interestingly, the acceptance of people of all genders and sexualities is growing, with 4 out of 10 adults in the United States believing there should be more than two gender options on official documents. Additionally, today's younger generations have a broad definition of diversity, with traditional concepts of success becoming outdated. The new generation of mature consumers wants to age well, rather than trying to turn back time.

In Indonesia, 82% of consumers agree that their cultural heritage is a fundamental part of their identity. This cultural sensitivity is also reflected in the growing demand for Halal cosmetics, a high-demand sector, particularly in emerging markets like Indonesia.

Beauty patterns and trends are shifting, with countries like Japan and South Korea emerging as leaders. Beauty brands and lines that encourage men to adopt personal care are becoming more influential. By 2050, the number of people aged 60 and above is expected to reach 2 billion, according to the World Health Organization (WHO). This demographic shift presents both challenges and opportunities for the cosmetics industry to cater to the unique needs and preferences of this age group.

In conclusion, the cosmetics industry is evolving to reflect the changing attitudes and preferences of consumers, embracing diversity and inclusivity in all its forms. This shift not only benefits consumers but also positions brands to remain competitive and relevant in a rapidly changing market.

Beauty typology: defining its essence and exploring the prominent trends in diversity