‘We’re Trying to Be Better’: How Adore Beauty Is Improving Inclusivity in the Industry


The beauty industry has a long way to go before it could be considered equal. In 2021, many beauty brands still don’t offer products that cater to all hair types and skin tones. There is no such thing as one-size-fits-all when it comes to beauty but still, so many people are excluded from accessing many of the most popular products.

In order to highlight this imbalance, Australia’s leading online beauty retailer, Adore Beauty, has launched its Global Shades initiative, calling for inclusivity in the beauty industry. Collaborating alongside Where Are You From?’s Sabina McKenna as art director to bring the story to life as part of the Global Shades initiative, Adore Beauty has also linked up with a bevy of well-known faces for the campaign.

Miss Universe Australia 2020, Maria Thattil, has joined the initiative as campaign ambassador, alongside changemakers in the beauty industry including Flex Mami, Malaan, Jazz Txo, Desiboy and Ashira.

“Prior to becoming Miss Universe Australia, one of my previous jobs was working as a makeup artist and I struggled to find suitable shades to fit myself and my clients,” Thattil said in a press release. “I’m extremely grateful and proud to be a part of Adore Beauty’s movement and help call on everyone in the Australian beauty industry to champion a more positive and inclusive future — that caters to all the people it belongs to.”

As part of the Global Shades initiative, the team at Adore Beauty has penned an open letter that invites all Australians to show their support for equality and inclusivity in the beauty industry, highlighting the fact that the available colour options for BIPOC are extremely lacking.

The open letter also acknowledges Adore Beauty’s role in this problem as well, highlighting how in 2017 the brand began it’s journey towards inclusivity when it started working with brand partners to gain access to their global shades.

“Shades catering to people of colour that are sold overseas are currently not available on our shores,” the letter reads.

“As an Australian beauty retailer, we recognise we’ve been part of the problem. Independently, brands and retailers have been taking steps to correct this. However, now is the time for us to enact change together.”

Adore Beauty is currently working towards stocking over 2,600 different shades from 350 complexion products. While this is a positive step, there is still more that needs to be done in the industry.

“The Global Shades project has been a significant, personal and professional mission that has evolved over four years,” said Shanthi Murugan, Adore Beauty’s head of campaign & strategy. “It has been realised through the support of Adore Beauty and its founders. It’s time for us to elevate the voices of Black, Indigenous and people of colour and show the world how beautifully diverse our country is. It’s time for change.”

“We know we’re not perfect and we’re trying to be better and deliver an inclusive experience. The support from the Australian public and beauty industry to rebuild an accurate picture of ‘Australian beauty’ will result in real change and a positive shift for customers.”

This campaign is a good reminder to all beauty brands and publishers that this is an ongoing issue that needs to be fixed now. We acknowledge that POPSUGAR Australia plays a big role in this as well and is committed to providing content that isn’t one-size-fits-all.

If you would like to support this initiative, add your voice to the conversation by asking your favourite beauty brands to #stockallshades and head to the Global Shades website to sign the petition.

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