In an era where DEI is challenged, consumers and popular influencers have been calling out beauty brands for their diversity marketing tactics and intentionality. 

The thing is, diversity marketing is so much more than just the way consumers look.

It’s about creating a space for everyone to feel seen and acknowledged. The way a company relates to you with its products and campaigns shows that the brand is people-first and has an understanding of the people it’s appealing to. 

Here are a few beauty brands that are doing diversity marketing right.

1.TIRTIR

It all started when influencers like Melinda Berry and Miss Darcei posted content calling out the brand’s range of foundation shades. Within a few months, TirTir listened to concerns and responded by releasing a new line of 40 inclusive shades for consumers with darker complexions. 

Especially this year, people want to shop with brands that are people-first. A brand that not only listens to its consumers but also responds to concerns is exactly what diversity marketing is about.

An article about how the brand took a PR nightmare and turned it into one of the most groundbreaking growth strategies really broke down how TirTir has significantly influenced the K-beauty industry.

As Korean Beauty brands now expand into a more global market, they could really take a page out of TirTir’s book.

2.E.L.F. COSMETICS

As mentioned before, diversity marketing is not just about how a consumer looks. It is equally about the initiatives a brand takes to connect with its consumers, and whether or not they relate to those initiatives. 

E.L.F. Cosmetics is very openly committed to DEI efforts and catering to its very diverse community. Recently, in 2025, they rolled out their “Give An E.L.F.” campaign, which is a global purpose-driven campaign that directly supports women’s rights, LGBTQ+ communities, and general human (and animal) rights. 

At E.L.F., it is all about “every eye, lip, face, paw, and fin”. The campaign helped promote individuality and connect with consumers who, as they said, “gave an E.L.F”. The brand is donating 2% of its profits directly to its communities.

Campaigns like this one are the perfect way to enhance diversity marketing strategies and make the brand more likable and relatable.

3.FENTY BEAUTY

Fenty Beauty entered the game already thinking of inclusive shade matching with their products. When they launched in 2017, their products included deeper shades and different undertones, which served as the center of their brand.

So how do they implement diversity marketing strategies that stand out?

The brand recently became the official beauty partners of the New York Liberty WNBA team. Why is this huge? As women athletes like Angel Reese have started to step into the beauty and fashion space, partnerships that support our athletes on and off the court are crucial to supporting equity in women’s sports.

The collaboration is right on brand for Fenty Beauty, considering it supports their mission statement, to create inclusive products “for women of all shades, personalities, attitudes, cultures, and races.”

While women athletes are commonly associated with the perception that feminism and athleticism can not exist in the same space, Fenty Beauty is directly challenging those stereotypes. The brand is giving women athletes the right to take up space in the beauty industry, as they deserve to, by reframing beauty as power.

4.RARE BEAUTY

Now this is a brand that takes a different approach to diversity marketing. Rare Beauty has a social initiative called the Rare Impact Fund, which highlights mental health and self-acceptance.

This is an unconventional take on diversity marketing in the beauty industry because it focuses on what’s inside, not just out. The founder, Selena Gomez, wanted to help provide access to mental health resources and education for young people regardless of demographics.

It’s truly refreshing to see something like this in the beauty industry. Most companies are focused on how beautiful their products make customers feel. We rarely see brands acknowledge the concept that beauty comes from within.

Not only are they connecting with customers who may struggle with mental health, but they are also supporting $100 million into organizations that align with their goals. Giving back to the community, connecting with their consumers, and offering inclusive products is a win for Rare Beauty.

5.GLOSSIER

This brand is the perfect example that diversity marketing does not have to be loud to be effective. Glossier’s efforts are subtle, but they are one of the most inclusive beauty brands currently in the game.

The brand focuses on its philosophy, “skin-first, makeup second”. The concept of minimal makeup, while also promoting skin, directly appeals to consumers who struggle with acne or don’t necessarily identify with full-glam makeup. 

One of the ways they accomplish this goal is by providing a diverse and inclusive product line.

Golloria, who is known for calling out beauty brands for their lack of inclusivity on social media, has done several videos reviewing their products. In one of her viral TikTok videos, she reviewed their skin tint and referred to it as “chef’s kiss”. 

As a deeper-skinned woman, her platform highlights brands that are truly inclusive and recognize the importance of shade variety. Reviews like this place Glossier at the top of the list when it comes to creating an inclusive product range for its customers. 

Why Diversity Marketing Works

It works because it aligns representation, products, and purpose with the realities of modern consumers. 

TirTir, E.L.F. Cosmetics, Fenty Beauty, Rare Beauty, and Glossier all approach diversity marketing differently and prioritize making their brands as people-first as possible. 

The marketing strategy allows brands to connect with customers in the ways that mean the most to them. Whether that be through product, collaborations, or charitable efforts, they’re able to directly align with their consumers and stand out from their competitors.

Diversity marketing is in, and I hope brands continue to consider their customers as time goes on.

🪽 Written by Mariama Jallow