The beauty industry has made significant strides in diversity and inclusion, but there's still much work to be done. Eryca Freemantle explores how beauty professionals can take meaningful steps to ensure their businesses are truly representative and inclusive.
I have been in the beauty business for 41 years and have witnessed immense change, especially in diversity and inclusion.
From a time when foundation shades for dark skin were non-existent to today, where brands are starting to embrace different groups of people, significant progress has been made. However, there is still much work to do in evolving the beauty industry.
Beyond product diversity: building representation in leadership and teams
Expanding foundation shades was a great leap forward, but real representation goes beyond products – it extends to boardrooms, creative teams and leadership positions. Multicultural leadership brings ideas and insights that reflect the everyday experiences of global audiences.
This is not about political correctness; it’s about creativity, fairness and ensuring everyone feels seen and valued.
The beauty industry must lead by example in hiring and promoting individuals who mirror its diverse customer base.
Creating culturally sensitive marketing campaigns
Social media has made beauty marketing more accessible but also more scrutinised. Missteps such as cultural appropriation or poor campaign choices can harm a brand’s reputation and alienate customers.
To avoid these pitfalls, brands must work with individuals who understand culture and ensure their teams are inclusive and respectful.
Genuine cultural awareness builds trustworthy relationships and fosters authentic connections with diverse audiences.
Ensuring accessibility for all in the beauty industry
True diversity isn’t limited to skin colour or hair texture – it also includes age, gender, disability and socioeconomic status.
The industry must address these gaps in a meaningful and practical way, from inclusive advertising to accessible treatments, packaging and product design.
The role of education and mentorship in promoting inclusion
Education is vital for fostering a deeper understanding of diversity and inclusion within the beauty industry.
Issues related to skin tone, hair texture and accessibility affect beauty professionals, clients and consumers alike.
Mentorship is equally important. It ensures that the next generation of beauty professionals, particularly those from underrepresented communities, have access to the resources and guidance needed to succeed.
Collaboration: the key to achieving real change in beauty
No single company or individual can tackle these issues alone. The industry must come together to establish standards, certifications and coalitions that promote diversity and inclusion.
Collective effort is necessary to bring about lasting change and to ensure the beauty industry reflects the world it serves.
Why diversity and inclusion matter for your beauty business reputation
Today’s consumers are value-driven, choosing brands and professionals that align with their beliefs. Diversity and inclusion should not be performative but embraced authentically.
Representation in campaigns, products and leadership fosters customer loyalty, trust and sends a powerful message of acceptance and respect.
There is still much work to be done. Every part of the beauty value chain must commit to meaningful change. It’s time to move beyond performative gestures and embrace inclusion with integrity and sensitivity.
The beauty industry has the potential to be a force for positive societal change, building a reputation that will endure. The future of beauty depends on teamwork, continuous education and a shared responsibility to improve.
Don't miss Eryca Freemantle and 'The future of Black beauty… A discussion around diversity in the beauty industry and how AI, culture and media representation intersect!' at Professional Beauty London - check out the PB Live Lounge stage at 2pm on Sunday, March 2.
About the author:
Eryca Freemantle is a global business strategist and the head coach at EATOW Global.