The beauty industry's journey towards inclusivity in 2025 was a mixed bag, with some notable strides and persistent challenges. While the data from SeeMe and Circana reveals that inclusive brands grew 1.8 times faster than less inclusive ones, the overall representation of diverse talent on-screen remains a concern. The report highlights the importance of diversity as a competitive advantage, but it also underscores the need for more comprehensive and nuanced representation.
One of the most striking findings is the persistent colorism issue. Despite efforts, talent with deep skin tones still receives less than 25% of screen time, indicating a long way to go in addressing this systemic issue. The representation of gender nonconforming talent also decreased, which is a step backward. These statistics are particularly concerning, as they suggest that the industry is not only failing to represent diverse talent but also perpetuating harmful stereotypes.
The report also reveals that Hispanic and Latin talent is most prominent in hair care, while East and Southeast Asian talent is most represented in skin care. Black talent is most prominent in men's products and brand purpose content. This data suggests that while some brands are making efforts to include diverse talent, they are often limited to specific categories and products. It also highlights the need for more nuanced representation, as the data shows that white talent is still the most represented racial group across all beauty categories.
The 10 most inclusive beauty brands of 2025, as measured by SeeMe's proprietary Inclusivity Index IQ scores, are a testament to the progress that can be made. Rare Beauty, Haus Labs by Lady Gaga, MAC Cosmetics, and Danessa Myricks Beauty are leading the way, with their commitment to diverse representation and inclusive branding. However, these brands are the exception rather than the rule, and the industry as a whole still has a long way to go.
In my opinion, the beauty industry's journey towards inclusivity is a complex and multifaceted one. While the data from SeeMe and Circana is a step in the right direction, it also highlights the need for more comprehensive and nuanced representation. The persistent colorism issue and the lack of representation for gender nonconforming talent are particularly concerning. The industry needs to take a more proactive approach to addressing these issues, and it needs to do so in a way that is meaningful and impactful. Only then can we truly say that the beauty industry is on the path to becoming a more inclusive and diverse space.
