This year the notion of inclusivity in the beauty industry has grown significantly. “Kommersant Style” tells how brands have become increasingly free from stereotypes.In 2017, the theme of inclusiveness (from lat. includo — “include”, “includes”) has become a big trend in the beauty industry. Largely thanks to the high-profile emergence of the brand Rihanna Fenty Beauty namely the Foundation funds 40 shades. Recently they became 50. Published BY RIHANNA FENTY BEAUTY (@fentybeauty) 24 Jul 2020 11:17 PDTДо Fenty Beauty an expanded palette of tone was created by M. A. C Cosmetics, Make Up For Ever and Maybelline. Soon gamma tone for most skin tones originated from Kylie Cosmetics and Jecca. Now, in July, a private inclusive brand called One Size created blogger Patrick Starr, not once collaborated with M. A. C Cosmetics. In 2020 inclusive makeup — almost the main feature of the positioning of the new market the brand. This approach translates most importantly, cosmetics for all. For all skin tones, genders, ages and races. Also for authentic people: in the middle of June, Chanel Beauty has released a promotional campaign of a new mascara L Obscur, in which they used a model with down syndrome, Ellie Goldstein. And now, after 3 years of inclusiveness in the makeup becomes something amazing. In 2020, this trend is finally captures and Whidbey segment — when, if not now. Too busy year and enough reasons. So, in June, the company Johnson & Johnson announced that stops the production of the means of the brands Neutrogena and Clean&Clear for skin lightening. “Product claims to lighten the skin is that pale or white skin color is better than your unique hue. Healthy skin is beautiful skin,” said the company. At the same time on the background of the growing popularity of the movement Black Lives Matter group L’oreal has decided to remove the word “white”, “bright” and “lightening” (white/whitening, fair/fairness, light/lightening) of the names of all products for skin care. About the same time the same was made the holding company Unilever. These solutions are perceived negatively, because renaming does not mean that the products will be removed from the shelves. 31 July mark Rihanna made a new launch of a line of products for skin care Skin Fenty. It is not only about inclusiveness and unisex, but also versatility. In the advertising campaign starred artists A$AP Rocky, Nas and Lil X, and the model Jazzel Zanotti — Instagram star with a bright appearance and a rebellious style, consider themselves genderfluid (the man with the changeable gender identity). Publication from :..::.:.:jazZeLLe::.::.:. (@uglyworldwide) 26 Jul 2020 at 4:37 PDTКажется, expected second wave “Effect Fenty” when other brands of different categories are to mass produce similar products, declaring the same idea. The division of cosmetics for men and women marketing idea. The only difference is in fragrance and dizeinah products. Although men’s skin is 20-25% thicker than women’s and tends to produce more sebum, American Academy of dermatology says that the basics of skin care are the same regardless of gender. According to the report 2020 research company Mintel, 69% of consumers aged 18 to 22 years interested to use products without marketing anchor to the floor. Publication from badgalriri (@badgalriri) 19 Jul 2020 at 2:19 PDTЧем brands like Malin+Goetz, Grown Alchemist, Aesop or The Ordinary not inclusive? They just do not broadcast, but create a neutral universal marketing and attractive packaging. While a very small indie brands like gendernyh NOTO Boranics, Ursa Major, Agent Nateur, For Two, We Are Fluide in queer aesthetics, m/f people and FAE Beauty exist under the slogan “makeup for all.” All of these brand focused on young consumers — genserv. Their heroes are ordinary people without photoshop, with its own characteristics of the skin. The creators of the brands inclusive welcome racial and ethnic diversity, reject conventional attractive appearance, stand for the absence of age and gender neutrality. Over the last couple of years in Russia began to appear inclusive beauty brands — Don’t Touch My Skin, Openface and mark microplate patches BLOM, the campaign which was attended by kibi-heroine without hands named Natasha. And maybe if the top brands will get rid of the labels of masculinity and femininity, from ageism and the typical retouching, then the environment will become more comfortable and friendly for all buyers. It will benefit all: in 2016, the study of Shutterstock showed that 88% of marketers believe that the use of inclusive images helps the brand’s reputation. After all, ordinary people — we are with you. Daria Bogomolova