The beauty industry is gradually learning that the market won't thrive without catering to all skin tones. MAC, Fenty Beauty, and Estée Lauder are just a few names of brands who have more tone-inclusive shades in their foundation and concealer products. Each of these brands have large budgets and the financial means to expand their ranges beyond the basics, and so it's discouraging that so many others on their level choose to not offer inclusive products. On the other end of the beauty brand spectrum, smaller company Beauty Bakerie have decided that it's time for them to become more inclusive, and they're doing it with the help of their customers.
The black-owned indie brand released their first run of Cake Face concealer in eight shades, offering two tones for each shade category (light, medium, dark, and deep), but knew that they wanted to offer not only more, but the right kind of more. With that, CEO Cashmere Nicole and her team decided it was time to embark on a new kind of production process, which went beyond meeting rooms and cosmetics labs, and actually ask the customer what they wanted.
They launched a survey on the Beauty Bakerie website, with the launch page explaining their mission a bit: “Frustrated with inclusion and diversity? Us, too. Yes, there are only eight shades in our current collection, but we wanted you to have a seat at the table as we grow it.”
From there, customers were able to enter their email address before answering questions about their own skin tone, what problems they have with concealer products currently on the market, plus noting what foundation shade they wear. The results are currently being looked at, and the responses that the brand receive will ultimately help them to expand the line according to what the consumer actually wants, rather than just the guesswork of marketing experts.
The brand already has the #NoShadeLeftBehindAct campaign, which launched with the inception of Beauty Bakerie back in 2011. Despite offering such a large range being such a costly move, it's so great that a brand - especially a smaller one - is taking the time, energy and money to cater properly for beauty lovers of all colours.