Beauty aisles and counters have undergone a dramatic makeover. A decade ago, the selection of cosmetics and skin and hair care was largely driven by a small group of manufacturers and the industry’s history of perpetuating blond European women as the faces of beauty.
The leaders of this movement? None other than the shoppers.
Frustrated with wasting money on hair care that doesn’t live up to its promises, mixing multiple foundations to find the right match, or engaging with campaigns that present one image of beauty as superior to others, consumers are no longer settling or remaining silent. Social media has given them a platform to call out brands for their shortcomings and communicate that they will spend their hard-earned dollars only on products that meet their needs.
Industry insiders refer to this seismic shift as the “Fenty Beauty effect,” linking it to the groundbreaking launch of Rihanna‘s beauty line in 2017, when the singer-turned-cosmetics mogul unveiled a 40-shade foundation range that reflected her rainbow of fans and followers. Our judges gave Fenty Beauty the “Most Inclusive Foundation” nod in this year’s DIBs
Ginger King, the founder of cosmetic product development company Grace Kingdom Beauty and one of our 2018 judges, believes Rihanna’s connection with beauty fans contributes to the brand’s success. “With her celebrity status and that kind of drive, you have people saying, ‘Yeah, we have been waiting a long time for this. Finally, someone has spoken up for us,'” King says.
Tellingly, Fenty Beauty’s darker shades sold out first.
Some brands, including Iman Cosmetics, Bobbi Brown, and NARS, have always offered a wide range of makeup for different skin tones. But many brands still offer just an eight or 16-shade foundation line with an average of two deeper hues.
The financial impact of women of color shouldn’t be overlooked. African-American consumers buy into beauty more than any other ethnic group. According to a recent Nielsen report, last year “black shoppers spent $473 million in total hair care (a $4.2 billion industry) and made other significant investments in personal appearance products, such as grooming aids ($127 million out of $889 million) and skin care preparations ($465 million out of $3 billion).”
For the 2018 Diversity in Beauty Awards, Yahoo Lifestyle’s editors collaborated with six experts who champion diversity in their careers and cover all bases of the beauty industry to vote on the best in makeup, skin care, hair care, and more. Judges include celebrity hairstylist Vernon François, wellness advocate and personal trainer Massy Arias, beauty vlogger Ellarie, cosmetic chemist Ginger King, celebrity makeup artist Joanna Simkin, and Beauty Director Dana Oliver of Yahoo Lifestyle.
A Diversity in Beauty Awards seal is awarded to winners in 16 categories, including the Influencer for Change award to beauty king Patrick Starrr, Beauty Campaign With a Powerful Message award to CoverFX for its thought-provoking “Nude Is Not Beige” campaign, and awards for Best Inclusive Foundation and Best Beauty App.
Without further ado, here’s the full list of 2018 Diversity in Beauty Award nominees and winners.
Beauty Campaigns With Powerful Messages: Fenty Beauty by Rihanna Revlon Live Boldly Pantene Gold Series #StrongIsBeautiful WINNER: CoverFX ‘Nude is Not Beige’
Social Media Campaigns: Glossier The Solution All Woman Project x Babor Be Cool Be Nice WINNER: P&G #LoveOverBias
Beauty Chameleon: Cardi B Bella Thorne Jaden Smith WINNER: Issa Rae
Influencer for Change: Monica Style Muse Leah Vernon Tyler Ford WINNER: Patrick Starrr
Model-Activist: Aaron Phillip Ericka Hart Cameron Russell WINNER: Tess Holliday
Best Inclusive Foundation: Marc Jacobs Beauty Shameless Youthful-Look 24H Foundation NARS Natural Radiant Longwear Foundation Bobbi Brown Skin Long-Wear Weightless Foundation SPF15 WINNER: Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation
Best Inclusive Hair Care: Briogeo Kristin Ess OGX WINNER: Vernon François
Best Inclusive Skin Care: Urban Skin RX Hydranutrient Radiance Restore OIl Dermalogica Stress Positive Eye Lift Philosophy Purity Made Simple Ultra-Light Moisturizer WINNER: Yes to Tomatoes Detoxifying Charcoal 2-in-1 Scrub and Cleanser Stick
Best Affordable Makeup: NYX Professional Makeup Powder Puff Lippie Lip Cream Maybelline Face Studio Master Chrome Metallic Highlighter Makeup Revolution Conceal & Define Full Coverage Conceal and Contour WINNER: Colourpop Element of Surprise Pressed Powder Shadow Palette
Sunscreens for All: Glossier Invisible Shield Supergoop Unseen Sunscreen Colorescience Sunforgettable Brush-on Sunscreen WINNER: Farmacy Green Screen Daily Environmental Protector
Men’s Grooming That Makes Sense: BYRD Hairdo Products Redken Brews Harry’s WINNER: Scotch Porter
Best Green Beauty Product: Alba Botanica Hawaiian Detox Warming Mud Masque Juice Beauty Stem Cellular Exfoliating Peel Spray Bite Beauty Amuse Bouche Liquified Lipstick — The Unearthed Collection WINNER: Biossance Squalane + Phyto-Retinol Serum
Best Acne/Hyperpigmentation Product: Biologique Recherche Lotion P50 Dior Capture Youth Glow Booster Age-Delay Illuminating Serum Cane + Austin Face & Body Retexture Scrub WINNER: Glossier Solution
Best Skin Care Tool: iDerma Youth Restoring Masque Nu Skin ageLOC LumiSpa Device Homedics Radiance Microdermabrasion Exfoliation Device WINNER: Michael Todd Beauty SonicSmooth
Best Fragrance: KKW Crystal Gardenia Glossier You Eau de Parfum Jo Loves Red Truffle 21 Fragrance Paintbrush WINNER: Tom Ford F***ing Fabulous