#Beauty Content Killers:

The Unlimited Power of Beauty by Sephora.
Beauty is changing and beauty is everywhere, in all colors, shapes, and sizes. To celebrate women, Sephora recently unveiled a campaign “The Unlimited Power of Beauty.” The brand has repositioned itself to present an inclusive and diverse vision of beauty, as a means to empower women and solidify Sephora’s position as a leader within the Beauty Industry.

Lady Gaga “My Voice, My Strength” for Voce Viva
This campaign featuring pop music icon Lady Gaga is ‘a celebration of an individual essence.’ The Voce Viva fragrance campaign’s message “My Voice, My Strength,” a song performed by Gaga, is meant to invite promote diversity and individuality. Through this campaign, Valentino intends to convey a message to women around the world to express themselves freely and to share their values, diversity, and beliefs.

Rosalía for MAC Viva Glam
MAC Viva Glam’s latest campaign features Spanish singer Rosalía in her first-ever venture into the beauty industry, joining a long list of proud ambassadors. The campaign product, a matte, bold orangey-red lipstick, nods to Rosalías flamenco-inspired music and signature red looks. This release, like all Viva Glam collaborations, has been made to help support women and girls, and all of the proceeds from the lipstick will also go towards HIV/AIDS and LGBTQ+ communities.

“Unconventional Beauty” by Gucci 
Ellie Goldstein is an 18-year-old model with Down syndrome and is one of the faces of Gucci’s “Unconventional Beauty” ad campaign which celebrates a kind of beauty that many people aren’t used to seeing. Gucci Beauty celebrates diversity, body positivity, and inclusion, leading to the creation of this campaign, considered to be one of their most popular, which also features several other unconventionally beautiful models including plus-size advocate Enam Asiama and French model Jahmal Baptiste.

In 2019, Dove co-founded the CROWN Coalition in partnership with the National Urban League, Color Of Change, and Western Center on Law & Poverty to advance The CROWN Act. The Act, which stands for Creating a Respectful and Open World for Natural Hair, is a law that prohibits discrimination based on hair texture and hairstyle. The Dove CROWN campaigns aim to advance efforts to end hair discrimination, open up narrow beauty standards, and create a more equal and inclusive experience for Black women and girls to freely celebrate their beauty.

L’Oréal-owned natural skincare company Kiehl’s partnered with The Trevor Project to celebrate Pride month as well as launch Self-Care digital and social media campaigns to support LGBTQ youth in June and September. The partnership resulted in a US$100,000 donation from Kiehl’s to The Trevor Project, and the creation of campaigns to promote the brand’s #HealthySkinForAll philosophy, as well as diversity, inclusivity, and equality. Charity fundraising and virtual programming included initiatives such as a virtual dance party with LGBTQ ambassadors.

In July 2020, Patrick Starrr officially launched his ONE/SIZE beauty brand with Sephora as an exclusive partner. Primarily known as an All-Star Influencer and counting on more than 4 million followers on both Youtube and Instagram, ONE/SIZE leans into Patrick Starrr’s philosophy that ‘makeup is a one/size fits all’ product. Their campaigns aim to promote the brands’ DNA by ‘driving kindness and individuality through meaningful connection, profound storytelling and innovative artistry’ and leverage its founder’s visibility within the LGBTQ community to encourage diversity and celebrate everyone.

Since its creation in 2017, Fenty Beauty by Rihanna has redefined the rules of beauty through its dedication to creating a makeup line for everyone, without limitations by skin color. When the brand launched with 40 foundation shades at Sephora, the products sold out in just a few hours. Since then, Fenty Beauty has become a pioneer in promoting diversity and inclusivity in the world of beauty where minorities are often under-represented. The brand succeeded in connecting with women who often don’t see themselves portrayed in the beauty sphere, leading the way to major evolutions within the industry.

The #StopAsianHate movement denounces acts of violence against the Asian American Pacific Islander (AAPI) community. Multiple beauty brands have supported the movement by addressing the issue on social media such as Sephora, Tatcha, Hero Cosmetics, Milk Makeup, Fenty Beauty, and Morphe. Estée Lauder went a step further by announcing they would donate US$450,000 to organizations including Asian-Americans for Equality, Stop AAPI Hate and Asian Americans Advancing Justice.