Green Beauty In Every Shade: How To Support A More Inclusive Beauty Industry
Natural & Organic Beauty Should Be An Inclusive Movement
A growing number of consumers are saying no to harsh chemicals in their beauty products and yes to natural options. With the rise of social media, consumers are more educated than ever about the benefits of avoiding synthetic and toxic materials in their beauty routine. The skin is the largest organ after all and what goes on it is just as important as someone’s diet!
This shift in purchasing decisions has valued the natural beauty industry at over $13 billion and that number is only expected to grow.
While the rise of green beauty shows promise for a healthier marketplace, the movement hasn’t always been inclusive or accessible to all women. Many green beauty companies are making the same mistake as mainstream cosmetic companies: not offering a wide shade range!
When Rihanna came out with her cruelty-free 40 shade range of Fenty Beauty foundation, the darker shades sold out quickly and were flying off the shelves. This shattered any misconception that darker colors didn’t sell well. So, it became even more apparent that other beauty companies were choosing to offer limited shades without accurate financial justification.
The problem lies in beauty brands ignoring the demand for women of color, which have proven to be just as loyal shoppers and also just as interested in natural beauty, especially in the midst of the natural hair movement.
Women of color deserve equal access to non-toxic beauty products and skincare as well.
Even if the darker ranges are only sold online with minimal distribution, the effort to create a product for all women speaks volumes for consumers that have historically been unrepresented.
Luckily there are companies and innovators looking to bring accessibility to green beauty.
Project Beauty Expo, founded by Brittany Brown, is tackling that void by offering one of the first green-beauty expos curated for women of color interested in natural + green beauty. The event offers a safe space for women of color to learn and connect with brands that value their health and wellness.
How can you help? Regardless of your skin tone, support brands that have a large shade range and advocate for other brands to follow suit. Sending your favorite brand an email could spark the addition of new shades in the future.
In the meantime, if you’re looking for green beauty brands that cater to a diverse shade range check out some of these options:
Vapour Organic Beauty promotes both diversity and sustainability within their collection. Their Atmospheric foundation formula comes in 19 shades and was awarded an Allure Best of Beauty award. Their organic foundation is made with nontoxic ingredients using antioxidants and calming frankincense, tulsi, and lotus.
Shop Online | $46
Au Naturale Life
Au Naturale Life was created by former nuclear analyst Ashley Prange who wanted a beauty line that would stop breakouts on her face. This lead to the creation of a paraben, animal-biproduct, and synthetic ingredient-free foundation line with 15 diverse shades.
Shop Online | $32
Although this line has 10 shades, the shades are diverse and its lightweight formula blends nicely to any skin tone. With over 1,500 reviews online and a commitment to ingredient transparency and safe ingredients, the tint skin hydrating foundation is worth a try.
Shop Online | $42
Inclusivity and intersectionality are important in the green movement. To take part, email your favorite beauty brands expressing your desire for a diverse range of foundation. The more feedback they get, the more inclined they may be to create change.