Once a prominent topic of discussion, the momentum behind diversity and inclusion appears to have waned, as 52% of UK adults are uncertain if diversity and inclusivity has taken a back seat in the last 12 months, leaving doubts about their importance in today’s brand strategies.
The evolution of beauty/grooming standards will challenge diversity and inclusion efforts. As the focus on body positivity diminishes, consumers are increasingly gravitating toward homogenised ideals, threatening the progress made in celebrating individuality. This shift underscores the urgent need for brands to champion healthier beauty/grooming narratives, challenge stereotypes, and authentically represent diversity through innovative NPD and inclusive marketing strategies.
To foster inclusivity, brands must prioritise designing accessible products that meet various functional needs. The concept of universal design isn’t about creating one-size-fits-all solutions, but about offering choices that accommodate a wide range of users. By embracing this mindset, the BPC industry can take meaningful steps toward building a more inclusive and representative future.
This report looks at the following areas:
- The impact of financial situation, social media and pop culture on diversity in BPC
- Consumer ease or difficulty finding suitable beauty/grooming products, and how brands can respond
- The types of brands consumers use, and how this differs across demographic groups
- What consumers crave from BPC marketing, including representation in advertising, and the need for more inclusive product reviews and tutorials
- The latest and next wave of inclusivity opportunities, including greater consideration of ageing and LGBTQIA+ consumers, men and ethnic minority communities in NPD
BPC brands can embrace diversity by challenging stereotypes, promoting inclusive beauty/grooming narratives, and designing accessible products for all.
Shiyan Zering, Beauty and Personal Care Analyst
Market Definitions
This Report examines consumer attitudes towards diversity in BPC. This includes attitudes towards the representation and inclusion of different racial groups, ethnicities, genders, abilities, body types and age in BPC.
This Report draws on consumer research that was conducted among a nationally representative sample, enabling us to explore attitudes towards diversity in BPC across the broader population, rather than specifically targeting minority groups.
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EXECUTIVE SUMMARY
- Opportunities for the diversity in BPC market
- Accessibility is a bonus to everyone
- Weigh up the benefits of a one size fits all vs a personalised approach
- Consider the impact of evolving beauty/grooming standards
- Market dynamics and outlook
- The outlook for diversity in BPC
- Consider a wider range of consumer bases
- What consumers want and why
- Consider a wider range of consumer needs
- Help overcome barriers to product discovery
- Graph 1: ease or difficulty finding suitable beauty/grooming products, 2025
- Consumers gravitate toward affordable brands
- Graph 2: types of beauty/grooming brands used, 2025
- Graph 3: price positioning of beauty/grooming brands used, 2025
- Usher in a more inclusive version of what is considered beautiful
- Graph 4: interest in inclusive beauty/grooming advertising, 2025
- Consumers expect inclusive words to be backed up with action
- Be careful not to price consumers out of the BPC world
- Innovation and marketing
- Brands take an inclusive approach
- Out-of-home advertising and marketing celebrated Black beauty
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MARKET DYNAMICS
- Market drivers
- Consumer confidence for the year ahead
- Graph 5: the financial confidence index, 2016-25
- Beauty/grooming routines can ease emotional distress
- Show up for the LGBTQIA+ community
- British society is increasingly diverse
- The music industry is promoting a shift away from wigs
- Help women participate in sport
- Consider the global implications of the US’s DEI setbacks
- Soothe stereotypes on impressionable young men
- Black men want a space to express themselves
- The rise of weight loss drugs will have wide-reaching implications
- Graph 6: interest in weight loss medication, 2020-24
- Help ageing women feel at ease with ageing
- Be transparent and build a strong identity for true authenticity
- Graph 7: attitudes towards brand authenticity amongst Gen Z, 2024
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WHAT CONSUMERS WANT AND WHY
- Ease or difficulty finding suitable beauty/grooming products
- Help overcome barriers to product discovery
- Graph 8: ease or difficulty finding suitable beauty/grooming products, 2025
- Core categories are failing some communities
- Guide consumers toward inclusive products
- Graph 9: difficulty finding suitable beauty/grooming products amongst those from an ethnic minority background*, by those who struggle to find product reviews/recommendations suitable to their needs, 2025
- Tailor skincare solutions for olive skin tones
- Dispel misconception surrounding self-tan use on deeper skin tones
- Tackle targeted ageing concerns
- Graph 10: concerns around facial skin ageing, by ethnicity, 2024
- A spotlight is placed on barrier and microbiome protection for skin conditions
- Skin conditions claims are prominent in skincare, but lacking in other categories
- Graph 11: % of new product launches in the BPC category carrying skin disorder claims, by category, 2021-25
- Haircare is delivering for textured hair needs
- Unlock better styling options for coily hair
- Ensure base colour ranges are truly inclusive
- Colour cosmetics NPD is catering to a diverse spectrum of undertones
- Beauty’s shade problem brought to light
- Look to the US for accessibility innovation
- Types of beauty/grooming brands used
- Mass market can better meet the needs of ethnic minorities
- Graph 12: price positioning of beauty/grooming brands used, by ethnicity, 2025
- Graph 13: types of beauty/grooming brands used, by ethnicity, 2025
- Improve value and mass options for the diverse consumer
- Reposition derma brands for those with deeper skin tones and skin conditions
- Tie an authentic backstory to natural/organic brands
- Help K-beauty users navigate a vast array of brands
- Expertise drives those with textured hair toward salon brands
- Expand the range of salon brands in popular retail channels
- Celebrity fronted brands garner trust among ethnic minority groups
- Interest in inclusive beauty/grooming advertising
- Usher in a more inclusive version of what is considered beautiful
- Graph 14: interest in inclusive beauty/grooming advertising, 2025
- Ageing consumers seek better representation
- Demonstrate real routines for ageing consumers
- Celebrate the diversity of all body shapes and sizes
- Men are looking for realistic bodies too
- Improve hair loss/alopecia representation to normalise the experience
- Ensure advertising features diverse hair textures
- Increase the visibility of hijabi women
- Celebrate teeth imperfections to create healthier beauty standards
- Champion representation for facial differences in advertising
- Behaviours related to beauty/grooming diversity and inclusion
- Be careful not to price consumers out of the BPC world
- Graph 15: behaviours related to beauty/grooming diversity and inclusion, 2025
- Address the lack of advice and guidance for the Black community
- Improve trust with real life content
- Graph 16: preferred content from beauty/grooming brands and influencers, by ethnicity, 2024
- Prepare for the impact of weight loss drugs
- Create better LGBT-affirming tutorials
- Stand up for ethical causes authentically
- Make K-beauty shopping easier
- Attitudes towards beauty/grooming diversity and inclusion
- Consumers expect inclusive words to be backed up with action
- Graph 17: attitudes towards beauty/grooming diversity and inclusion, 2025
- Make BPC more budget-friendly
- Prioritise inclusive product testing
- Celebrate Eid and Ramadan for growing Muslim population
- The youth’s ‘preventative’ ageing interest
- The industry challenges stereotypes about masculinity
- Some think diversity and inclusivity is falling behind
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Boots is expanding its brand availablity
- A need for inclusive store offerings
- Supporting accessibility when shopping online…
- …and in-store
- Better cater to men in retail…
- …and NPD
- Technology has a role to play in personalisation
- Global ingredients are making a mark in BPC
- More international brands can reach multicultural audiences
- Advertising and marketing activity
- Skip social media retouching to show real skin
- Heritage derma brands are reinventing their DEI ties
- Harry’s broke down men’s walls through gaming…
- …and poked fun at stereotypical ‘macho’ ads
- Gymshark x Ruka Hair targetted active Black women
- Cosmopolitan launches out-of-home campaign for its Black Beauty Hub in London
- Ageing representation is seen across BPC categories
- Boots challenges stereotypes for Christmas
- Rare Beauty promotes its accessibility
- e.l.f inspires to reimagine possibilities
- M·A·C Cosmetics considers underserved consumers
- Be wary of using AI influencers for inclusive advertising…
- …and AI generated content
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APPENDIX
- Supplementary data
- Population estimates
- Census 2021: ethnic group population data
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
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