What: Inclusive beauty brands grew 1.8 times faster than less inclusive brands in 2025.

Why it is important: The findings highlight that authentic representation and data-driven inclusion are now essential for brand competitiveness and consumer loyalty.

The 2025 SeeMe Inclusivity Index shows that beauty brands prioritising diversity achieved significantly higher sales growth, with inclusive brands expanding 1.8 times faster than those less committed to representation. Only 16 per cent of over 200 brands assessed earned “Certified Inclusive” status, including Rare Beauty, MAC Cosmetics, and Fenty Beauty. These brands consistently reflected diverse communities in their advertising, digital presence, and brand values, demonstrating that inclusivity is a clear business advantage. Despite some progress, the industry still underrepresents deep skin tones and gender nonconforming talent, while young, white, and female-presenting individuals remain dominant in brand imagery. Hispanic and Latin talent is most visible in hair care, East and Southeast Asian talent in skin care, and Black talent in men’s and brand purpose content. The data make clear that measurable inclusion is now a critical factor for growth and consumer engagement in beauty retail.

IADS Notes: Recent industry analyses emphasise that digital innovation and the emergence of new customer segments are reshaping beauty retail, with inclusivity playing a central role (The Economist, January 2026; BeautyMatter, April 2026). Sector benchmarks and scorecards underscore the importance of data-driven approaches to diversity (LEADNetwork, October 2025; Seramount, January 2026), while cautionary perspectives highlight the risks of reducing investment in DEI initiatives (Harvard Business Review, February 2026). Additional research demonstrates that demographic representation directly influences brand loyalty and market growth, reinforcing the necessity for authentic and measurable inclusion strategies in the sector (Forbes, January 2026; BCG, May 2025; Financial Times, January 2026).

Inclusive beauty brands grew 1.8 times faster than less inclusive brands in 2025