In today's beauty world, words like "representation" and "diversity" are discussed, but rarely demonstrated. Overall, the majority of big brand makeup and skincare ads depict young caucasian women, which is obviously quite narrow and exclusive. And make no mistake, the lack of inclusiveness has real-world effects. Focusing only on the white, young, and female subconsciously sends a false message to society about "ideal" beauty standards. (Not that anyone needs proof of this, but just look at how many brands lack makeup shades that are complementary to darker skin tones).
H&M was the latest brand to challenge these unfair and inaccurate standards with a diverse new beauty campaign. That is, until now. According to Glamour, ASOS, the online British retailer, has just rebranded its entire beauty section and launched new makeup products that are truly meant for anyone and everyone. Keep scrolling to see the amazing new campaign photos (and get majorly inspired along the way)!
ASOS is rebranding its entire beauty section through the simple act of renaming it. So, instead of being referred to as the "beauty" section, it will soon be called "Face + Body" in a bid to be more inclusive to people of all skin tones and genders.
The best part? ASOS is launching a new makeup collection of its own. Just like Sephora sells myriad different brands but produces its own Sephora Collection products, ASOS is releasing namesake liners, mascara, and lipsticks, among other things. These new products will become available on the ASOS website on September 20. Oh, and they're all priced $20 or less.
But don't worry, the store will still stock the same brands it does now. Whether big brand or indie, luxury price or drugstore, a variety of products wil still be available. (We're thankful, as ASOS is one of the only places we can purchase our beloved The Ordinary Organic Cold-Pressed Rose Hip Seed Oil, $12, and Eyeko Rock Out and Lash Out Mascara, $30 at the same time).
ASOS has even unveiled a new Instagram ahead of the launch, aptly called ASOS Face + Body. Here, it showcases products, trends, and unique makeup looks that are sure to get your creative juices flowing.
As you can see, the campaign a truly diverse and inclusive range of people, and we can't get enough of it. Plus the photos are simply stunning. New Instagram aesthetic inspo, anyone?
Remember, the new products launch and total rebranding happen on September 20. So mark your calendars, set an alert on your phone, or write yourself a note. In other words, do what you have to do to get your hands on some new makeup and support representation and diversity in the beauty industry.
Head over to Glamour to see more of these stunning photos. Then, check out the best products to buy during Ulta's 21 Days of Beauty Sale.