This report provides comprehensive and current information and analysis of the US Diversity and Inclusivity in Beauty market including market size, anticipated market forecast, inclusivity in beauty market research, relevant market segmentation, and industry trends for the diversity and inclusivity in beauty market in the US.

Current market landscape

Diversity and inclusivity efforts should be front and center of every beauty brand’s strategy as it continues to play a powerful role in influencing consumers’ purchases.

Furthermore, demonstrating different types of beauty in advertisements elicits positive emotions from consumers, with 43% of adults agreeing that it makes them happy to see different types of beauty in advertisements.

Future market trends in inclusivity in the beauty industry

While consumers want to purchase from inclusive brands, the perception that they are too expensive presents as a barrier to inclusivity. With rising inflation rates meaning that some brands will have to increase prices even more, affordable mass-market brands that offer a wide assortment of products (eg expansive complexion shades) will win consumer support.

Looking ahead, expect brands to enter the space with ergonomic beauty products suited for individuals with disabilities to both widen reach and stand out in the increasingly competitive landscape.

Read on to discover more about this diversity and inclusivity in beauty market report, read our US Clean Beauty Market Report 2021, or take a look at our other Beauty and Personal Care research reports.

Quickly understand inclusivity in the beauty industry

Covered in this report

Brands include: Sacheu Beauty, Google, Pixel, Sephora, Sally Beauty, Unilever, Dove, TikTok, Instagram, EADEM, Golf Le Fleur, Degree Inclusive, UOMA Beauty, Walmart, Olay, Fenty, Soleil, Chanel, Peach & Lily, Glow Recipe, Gucci, Squish Beauty, Youth to the People, Dove Men + Care.

Expert analysis from a specialist in the field

This report, written by Clare Hennigan, a leading analyst in the Beauty sector, delivers in-depth commentary and analysis  of inclusivity in beauty market research to highlight current trends and add expert context to the numbers.

While the beauty industry has made strides in recent years to be more inclusive, there is still work to be done. Consumers continue to feel that there are unrealistic standards of beauty, and some groups feel entirely ignored by brands. As a result, consumers are increasing expecting brands to change the narrative and destigmatize “flaws.” While adjusting communication strategies to bring forth feelings of empowerment is essential, consumers want to see brands reflect these changes in product development as well. Looking ahead, expect an even stronger focus on accessible packaging design to both widen consumer groups and keep up with the needs of an aging population.
Clare Hennigan, Senior Beauty Analyst
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
      • Figure 1: Category outlook – DEI in beauty, 2022-27
    • Opportunities and challenges
    • A diverse beauty brand creates products for all
      • Figure 2: Diversity attributes, 2021
    • Support consumers’ mental wellbeing by showcasing different types of beauty diversity
    • Inflationary price increases are a barrier to inclusivity
    • Bring accessibility into product design
    • Key consumer insights
  3. Market Trends and Challenges

    • All consumers (and companies) stand to benefit from a diverse and inclusive beauty market
      • Figure 3: Condition status, 2021
    • Influencers are addressing pay inequities
    • Expect brands to rally support for the #StopAsianHate movement
  4. Market Factors

    • Diversifying population will increase demand for inclusive beauty
    • Inflationary price increases challenge inclusivity
      • Figure 4: Instagram post – Allies of Skin
      • Figure 5: Brand type, by household income, 2021
    • Technological advancements in beauty must be inclusive
    • Progress toward ending hair discrimination gains momentum, but challenges persist
      • Figure 6: Sally Beauty Ad
  5. Who is Winning at DEI in Beauty?

    • Brands that target innovation toward underserved groups
      • Figure 7: Instagram Post – EADEM
    • Brands that remove barriers to inclusivity
    • Brands that take an intersectional approach to advertisements
      • Figure 8: Instagram Post – Golf Le Fleur
    • Brands that renovate to keep up with the evolving landscape…
      • Figure 9: Degree Inclusive deodorant
  6. Market Opportunities

    • Bring accessibility into BPC
    • Collaboration with target audience is essential to success
      • Figure 10: Instagram Post – Accessibility and Skincare
    • Inclusive design isn’t one size fits all
      • Figure 11: Olay Easy Open Lid
    • Embrace intersectionality in marketing, product development
      • Figure 12: Instagram post – Cardi B
  7. The DEI Beauty Consumer – Fast Facts

    • A diverse beauty brand creates products for all
    • Personal needs impact how diverse brands are perceived
    • Consumers seek realistic portrayals of beauty
    • Black women seek brands that promote diversity
    • Target innovation to meet the needs of an aging population
  8. Defining Diversity

    • A diverse beauty brand creates products for all
      • Figure 13: Fenty Eaze Drop Blurring Skin Tint
      • Figure 14: diversity attributes, 2021
    • Definition of diversity varies across genders, races and ethnicities
      • Figure 15: diversity attributes, by women and race/Hispanic origin, 2021
    • Personal needs impact how diverse brands are perceived
      • Figure 16: Select diversity attributes, by age, 2021
  9. Types of Diversity

    • Consumers seek realistic portrayals of beauty
      • Figure 17: Types of diversity, 2021
    • Resonate with young adults by showcasing different types of beauty
      • Figure 18: Types of diversity, by age, 2021
  10. Perceptions toward DEI in Beauty Marketing

    • Strike a balance between realism and aspiration
      • Figure 19: Instagram – Gucci Beauty Ad
      • Figure 20: Perceptions toward DEI in beauty marketing, 2021
    • Women feel inspired by diversity in beauty advertisements
      • Figure 21: Instagram Post – Squish Beauty
      • Figure 22: Perceptions toward DEI in beauty marketing, by gender, 2021
  11. Behaviors toward Beauty Brands and Products

    • DEI initiatives win consumer support
      • Figure 23: Instagram Post – Youth to the People
      • Figure 24: Behaviors toward beauty brands and products, 2021
    • Black women seek brands that promote diversity
      • Figure 25: Dove Men + Care – Off Court Champs
      • Figure 26: Sephora – “Black Beauty is Beauty” Campaign
      • Figure 27: Behaviors toward beauty brands and products, women by race/Hispanic origin, 2021
    • Promote DEI efforts on social media
      • Figure 28: Influencer spotlight
      • Figure 29: Learning about diverse and inclusive brands, 2021
  12. Brand Values

    • Commitments to personal and environmental safety are sought-after values
    • How retailers are highlighting brand values
      • Figure 30: Brand values, 2021
    • Mental health causes are important to young adults
      • Figure 31: Select brand values, by age, 2021
    • Support communities to appeal to Black consumers
      • Figure 32: Instagram Post – Pull up for Change
      • Figure 33: Select brand values, by race and Hispanic origin, 2021
  13. Attitudes toward DEI in Beauty

    • Target innovation to meet the needs of an aging population
      • Figure 34: Attitudes toward DEI in beauty, 2021
    • Highlight emotive benefits to help men feel included in the beauty space
      • Figure 35: Select attitudes toward DEI in beauty, by gender and age, 2021
  14. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  15. Appendix – The Consumer

      • Figure 36: Types of diversity, by gender, 2021
    • Young people are more likely to shop from diverse or inclusive brands
      • Figure 37: Behaviors toward beauty brands/products – CHAID – Tree output, 2022
      • Figure 38: Behaviors toward beauty brands/products – CHAID – Table output, 2022
    • Methodology
    • TURF analysis
      • Figure 39: TURF Analysis – Interest in brand values, 2021
      • Figure 40: Table – TURF Analysis – Interest in brand values, 2021
    • Methodology

About the report

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