Radical Inclusivity

 

UOMA BEAUTY

Brand positioning: Uoma Beauty, founded by Nigerian-born former beauty executive Sharon Chuter, aims to rewrite the rules of inclusivity and diversity.

Product portfolio: Uoma Beauty describes its flagship product, Say What?! Foundation, as the most radical foundation ever made. Using a scale that measures skin’s reaction to the sun, the brand has identified six skin color groups (Skin Kins), and six associated skin formulas to target their various needs and concerns. Collections for lips, cheek and eyes are strongly linked to African heritage and culture, including Afro.Dis.Iac Liquid Eyeliner (inspired by the kings and queens of Egypt), Black Magic (inspired by West African mythology), and Boss Gloss (inspired by the marble berry) the shiniest and most intense colored living thing in the world, native to West Africa, according to the company.

Point of difference: While Uoma Beauty’s formulations, packaging and naming draw on African heritage and culture, the brand is designed to appeal to all consumers.

UNSUN COSMETICS

Brand positioning: Unsun Cosmetics founder Katonya Breaux was frustrated by the lack of mineral-tinted sunscreen for darker skin tones. The ones on the market leave her skin white-tinged or ashy violet. She created Unsun Cosmetics to provide clean sunscreen products for women of color, featuring a residue-free formula that suits every ethnicity and skin tone.

Product portfolio: The brand’s flagship product, Mineral Tinted Face Sunscreen, is a 100 percent mineral sunscreen primer and color corrector in one. The sunscreen was formulated to cover a range of skin tones, without leaving a ghostly residue. The formulation features all-natural ingredients, and is tinted to perfectly blend on all skin tones. Formulations are clean, non-animal tested and reef-safe.

Point of difference: Unsun Cosmetics fills a gap in the marketplace with sunscreen protection that blends seamlessly on all skin tones.

EPARA

Brand positioning: Epara is luxury skin care for women of dark skin tones. The handcrafted products are tailored to the underserved needs of women of color. Epara’s founder, Nigerian-born Ozohu Adoh, uses organic ingredients from Africa that are best suited to African skin. Epara, which means to cocoon oneself (in a Nigerian dialect), addresses skin care issues faced by women of color including dryness and discoloration caused by the sun, free radicals and air pollution.

Product portfolio: Epara’s Moisturizing Face Cream draws on plant extracts and botanical brighteners, including marula oil, moringa oil, shea butter, argan oil and licorice root extract, to target imperfections and even skin tone. The Intense Hydrating Mask with kaolin purifies the skin, leaving it hydrated, bright and even in tone.

Point of difference: Epara combines products that treat skin discoloration with an all-natural, luxury aesthetic.

DR. BARBARA STURM

Brand positioning: Dr. Barbara Sturm, known for her anti-inflammatory philosophy, has developed a luxury skin care range called Skin of Color that’s tailored to the dermatological needs and characteristics of darker skin. The collection contains active ingredients that nourish the skin; and aim to reduce inflammation and hyper-pigmentation.

Product portfolio: Darker Skin Tones Face Cream features extracts of magnolia and African whitewood bark that aims to refine pores and provide intense hydration, while Lumicol (from micro-algae) looks to lighten hyperpigmentation and even out skin tone. Darker Skin Tones Foam Cleanser with Dr. Barbara Sturm’s signature ingredient, purslane extract, is formulated to the skin health needs of darker skin tones.

Point of difference: Dr. Barbara Sturm’s Skin of Color was developed in collaboration with actress Angela Bassett. It’s one of the first sub-brands developed by a luxury skin care brand specifically for women of color.

BOLDEN

Brand positioning: Founders Chinelo Chidozie and Ndidi Obidoa created Bolden in order to embolden women to embrace their natural beauty by way of responsibly-sourced products specially tailored for women of color. The brand’s mission is to shape a global conversation about inclusive standards of beauty, where “brown girls and women everywhere feel empowered to celebrate the natural beauty of the skin they’re in,” according to the company.

Product portfolio: Bolden’s SPF Brightening Moisturizer with squalene, safflower oil and vitamin C is specifically created for brown skin to brighten and correct discoloration, and counter daily oxidative damage. The moisturizing sunscreen is sulfate and paraben-free.

Point of difference: Bolden prominently features user reviews and photographs alongside its products, portraying the brand’s diverse community of women.

THE LIP BAR

Brand positioning: The Lip Bar founder Melissa Butler explores beauty through diversity and fun, by way of vegan and cruelty-free lipsticks in a bold array of colors. The brand’s mission is to challenge the beauty standard.

Product portfolio: The Lip Bar’s products span lipsticks, lip glosses and lip liners, offering high color payoff in extra bright colors. These go beyond standard nudes to include bold shades such as Icon (a bold, slightly metallic blue), Purple Rain, and Bombshell (bubble gum pink).

Point of difference: The Lip Bar is passionate about creating an inclusive narrative on what beauty is, and reminding women that they don’t have to settle, both in life and with their lipstick.