For decades, the beauty industry has depicted a very specific version of what is perceived as beautiful. It’s beyond time for the faces of beauty to evolve and represent everyone equally. While indie brands are pushing for inclusive beauty, isn’t it time that all makeup brands not only embrace it, but celebrate inclusive beauty?
While you might think inclusive beauty extends only to ethnic diversity, to a lot of us, it means so much more, from individuals with handicaps, non-binary, assorted body shapes, LGBTQ and beyond. While visual representation is a must, product representation should go hand in hand with all things reflected in inclusive beauty.
Consumers are demanding more and more and it’s about time the beauty industry gives all women, and men, what we truly want and deserve.
The Importance of Inclusive Beauty
Fenty Beauty set, what should be the industry standard, by launching 40 different shades of a foundation; making a statement that all brands should follow suit and offer a shade for everyone. Inclusive beauty is redefining the traditional definitions of beauty. It’s all about loving yourself exactly as you are, breaking away from culturally accepted beauty standards and including those who weren’t previously part of the catered consumer base. From foundations, concealers to matte liquid lipsticks, brands have started integrating shades for everyone.
Embodying Inclusivity in Shade M Beauty
Nour Khalife and Jolie Nubani, the founders of Shade M Beauty, are two Middle Eastern women who met when they were working at L’Oréal. It was then that they started to realise major gaps in the beauty world. After seeing, and becoming frustrated with the industry’s narrow scope in regards to representing and producing products for a diverse body of women, the pair decided to take things into their own hands. This led them to create Shade M, a brand that spoke to all the things they’ve long wanted to see in the beauty market. Using their 17 years of experience in branding and marketing, they introduced Shade M matte liquid lipsticks to the world, a brand made with diversity, representation and the Muslim woman in mind.
With over 1 billion Muslim women in the world, the duo wanted to design products and matte liquid lipsticks that showcase how amazing and diverse these Muslim women are. Whilst doing this, they also wanted to showcase and include women belonging to any and all minority groups, who are often marginalized in the beauty realm. Thus, they have made Shade M, dedicated to creating and designing for women who don’t see themselves in the mainstream beauty industry. We at Shade M want to illustrate to the world who these women really are and allow you to see them for all their beauty as we do. It is our goal to encourage the celebration of their individuality and embracing them for it.
Furthermore, Shade M is an ode to the moments in life when you smile to yourself and can say with full confidence, “I’m amazing.” We believe in unleashing the person inside of you who not everyone else sees – the side that’s sassy, vibrant and a complete and total boss babe. We believe in loving and owning who you are, being the truest form of yourself and screaming, “I am my own shade, I am me!”
It is time to break down the barriers and ensure that everyone is properly included, represented, and heard. Through inclusive beauty, we can bring out the beauty in everyone and understand that amidst the diversity, is where beauty lies. Every shade of Muse Matte Liquid Lipstick was created for women of all skin tones. We aren’t just inclusive in the real women we work with, but from the inception of our products. Packed with pigment, every shade is custom designed to suit the even the darkest of skin tones. We believe in a beauty world where everyone loves themselves, sees a version of themselves portrayed in beauty brands and feels included! Here’s to inclusive beauty becoming the industry standard.