How to Create an Inclusive Cosmetics Company – Pacific Standard

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(Photo: Pound Cake)

Many cosmetics consumers found love in a previously hopeless place—Sephora—when Rihanna launched her Fenty Beauty line of products last month. For decades, make-up companies have designed cosmetics primarily for white consumers with pale skin and pink lips. In the last few years, companies including Neutrogena and BareMinerals have come under fire for offering only a few shades on the darker end of the spectrum in their concealers and foundations, respectively. Fenty, with 40-plus shades of foundation on offer, is intentionally catering to the consumer of color. The results so far have been successful: Some Fenty shades carried in Sephora stores sold out within days of the products’ launch.