Introducing the 2026 SeeMe Inclusivity Index for Beauty – a comprehensive assessment of the top 200+ US beauty brands*
At SeeMe Index, we measure the inclusive efforts of notable brands in each industry, scoring brands on 3 key components** (ads, product/website, brand purpose) across a multitude of identity dimensions (gender expression, skin tone, perceived ethnicity, hair type, age, observed sexual orientation, body size, and visible disability).
Together this data comprises each brand’s Inclusive Quotient or IQ score. IQ scores translate into 4 brand tiers***: Certified Inclusive for the most inclusive brands, followed by the tiers of Acts Inclusive, Feels Inclusive and Thinks Inclusive, respectively.
This year in addition to the overall inclusivity scores, we have the notable brands by select lesser seen identity groups (Black, Hispanic, AANHPI, Gen X, Boomers, LGBTQ+ and Consumers with Disabilities).
Explore all the scores below.
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Index Scores
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Certified Inclusive
“I am an empathetic and proven inclusive brand.”
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1
Rare Beauty by Selena Gomez
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Certified Inclusive
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Notable Inclusivity Effort
Rare Beauty's Eau du Parfum was thoughtfully designed with accessibility in mind. Rare partnered with certified hand therapists and packaging engineers to create a luxe, ergonomic fragrance bottle that ensures the most effortless and comfortable dispensing for all. In addition, the Rare Impact Fund, fueled by 1% of all Rare Beauty sales, continues to support a global cohort of nonprofit partners dedicated to expanding access to youth mental health services, including intersectional NGOs like Black Teacher Project, Trans Lifeline and La Familia Counseling Center.
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2
Haus Labs By Lady Gaga
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Notable Inclusivity Effort
In 2025, Haus Labs partnered with Sephora to donate $1 per product sold to the Born This Way Foundation, a nonprofit co-founded by Lady Gaga and her mother. This year’s initiative includes the “Kindness in Community Fund”, which provides grants to grassroots LGBTQIA+ youth orgs like Channel Kindness, #BeKind365 and 55 additional organizations across 11 countries that make up the 2025-2027 Kindness in Community Fund grant recipients.
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3
MAC Cosmetics
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Notable Inclusivity Effort
The 2025 Impact Report highlights that M·A·C VIVA GLAM has raised over $534M since its 1994 launch, more than any other beauty brand globally. In fiscal 2025, M·A·C donated $4.5M across 65 NGOs worldwide and they continue to donate 100% of the selling price of every VIVA GLAM Lipstick to organizations advancing equality and healthy futures for all. The brand also released a special edition VIVA GLAM Lipglass, aptly named VIVA KIMmitment, in partnership with Grammy-winning artist and VIVAGLAM ambassador Kim Petras.
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4
Danessa Myricks Beauty
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Notable Inclusivity Effort
The Yummy Skin Blurring Balm Powder is one of only four brands rated as "comprehensive" by Chromallogy's biological reference map, which measures skin tone coverage quality relative to their shade count. In addition, DMB often features non-binary and male representation through model casting calls for "everyday people," emphasizing that makeup is a tool for everyone to "feel good and see themselves represented".
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5
Lancôme
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Notable Inclusivity Effort
In 2025, Lancôme joined forces with Paralyzed Veterans of America to reinforce long-term support for women with disabilities. This includes Lancôme's sponsorship of PVA’s Women Veterans Empowerment Retreat, the 2025 National Veterans Wheelchair Games, and the successful beta test of HAPTA, Lancome's groundbreaking, assisted lipstick application device. Lancome also is a consistent industry leader in representation of Boomer identities.
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6
Dove
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Notable Inclusivity Effort
Dove's 2025-6 initiatives include the "Body Confident Sport" program, specifically targeting the high dropout rate of girls in American youth sports, the ongoing legislative work to end race-based hair discrimination (the CROWN Act), an educational series with Sesame Street aimed at normalizing and celebrating Black hairstyles for young children, a dedicated Love Your Silver product line for gray hair and donations via retail partnerships to the Big Brothers Big Sisters of America and the Boys & Girls Club of America.
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7
Gillette
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Notable Inclusivity Effort
Gillette USA has deepened its "The Best Men Can Be" platform with sustained, multi-year partnerships and localized community grants that ensure every boy grows up benefitting from positive role models. Initiatives include Capitanes del Futuro (for Hispanic youth), Boys & Girls Club of America (mentorship), Movember (men's health), the Confess Project (mental health for men and boys of color), TAPS (for surviving children of military tragedies) and $250K grant to the South Boston association of Nonprofits. In 2025, Gillette also spotlighted a rare example of Pacific Islander representation via sponsorship of "Culture of Winning: Polynesian Football Pride", that celebrated achievements of Polynesian athletes in the NFL.
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7
PATTERN Beauty by Tracee Ellis Ross
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Notable Inclusivity Effort
PATTERN's website includes a glossary of words they want to remix and reimagine as part of their manifesto that their content, product development & messaging is centered around the celebration of Black beauty & Black joy. PATTERN also supports democracy, freedom & human rights through organizations that empower women & people of color and via their partnership with Beam, allows consumers to donate 1% of their purchase to nonprofits like the Center for Black Women's Wellness, Black Girl Ventures and the Moses West Foundation.
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9
SEPHORA
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Notable Inclusivity Effort
Sephora's annual Heart Journey report outlines their achievements and progress towards for employees, consumers and communities. The 2025 report highlights long-term achievements such as the 41 BIPOC-owned beauty brands that have graduated from their Sephora Accelerate brand incubator program, the annual Sephora Beauty Grant in partnership with the Fifteen Percent Pledge and a series of Conscious Client Service trainings for store employees to better serve clients with disabilities. Sephora also relaunched its “Brave spaces” in 74 global stores, including locations in the US. These areas offer customers a safe environment to express their identities and explore beauty without judgment.
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9
Fenty Beauty by Rihanna
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Notable Inclusivity Effort
In addition to Fenty's continued focus on inclusive shade ranges, Fenty Hair demonstrates several accessibility-conscious design choices including pumps, sprays and squeeze bottles that allow product to be dispensed using the palm or multiple fingers rather than requiring fine motor control. Products also feature different tactile elements on each formula to aid for low-vision or blind consumers. Models with disabilties and albinism are also featured in marketing materials.
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11
L'Oreal Paris
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Notable Inclusivity Effort
Dove's 2025-6 initiatives include the "Body Confident Sport" program, specifically targeting the high dropout rate of girls in American youth sports, the ongoing legislative work to end race-based hair discrimination (the CROWN Act), an educational series with Sesame Street aimed at normalizing and celebrating Black hairstyles for young children, a dedicated Love Your Silver product line for gray hair and donations via retail partnerships to the Big Brothers Big Sisters of America and the Boys & Girls Club of America.
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12
e.l.f. cosmetics
E.l.f. cosmetics
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Notable Inclusivity Effort
In FY25, e.l.f. donated more than $2.5 million to causes spanning boardroom diversity, underserved communities, women's empowerment, LGBTQ+ advocacy, disaster relief and more. These contributions are robustly and transparently reflected in their annual impact breakdown, show how giving back is woven into everything they do. Additionally, e.l.f. provides data-backed specificity by identity group (ie "There are 2x more men named Dick on US public corporate boards than Hispanic women") ensuring their commitments support where the true needs are.
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12
Cecred Beauty
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Notable Inclusivity Effort
The Cécred x BeyGOOD Fund is a $500K commitment that celebrates the influence professional stylists have on hair health. In 2025, $370K was awarded to 37 salon and barbershop business owners who have had financial hardship. In addition to financial assistance, recipients gain access to critical business development tools, mentorship, and resources provided by The National Minority Supplier Development Council (NMSDC). An additional $130K was awarded in scholarships to support aspiring cosmetologists across five selected cosmetology schools.
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14
NYX Professional Makeup
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Notable Inclusivity Effort
NYX's multi-year partnership with the Los Angeles LGBT Center, global allyship training efforts, and $650K+ in donations prove their LGBTQIA+ support isn’t just a one-month promise. In 2025, they added a Pride Mix” to spotlight LGBTQIA+ musicians, and “Proud Allies for All,” a campaign built around education and community support for those outside the community to actively fight discrimination. To date, they've provided allyship training to 10K+ individuals.
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15
LYS Beauty
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Notable Inclusivity Effort
In 2025, LYS Beauty landed an eight-figure investment amid pledge to fight DEI rollback. They have committed to use the investment to double down on more thoughtful product development, more expansive representation in our marketing and a deeper commitment to building an uplifting, empowering community.
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16
Supergoop
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Notable Inclusivity Effort
Supergoop uniquely publishes the SPF efficacy report for every product they launch, always specifying test volunteer demographics including sex, age (between 18 and 70 years), and colorimetric ITA° range between 18° and 43° (ie multiple skin tones). In addition, Supergoop's 14 shades of Protec(tint) Daily Skin Tint SPF 50 were rated #1 among 87 foundation brands tested against Chromallogy's biological reference map, which measures skin tone coverage quality relative to their shade count. Finally, Supergoop expanded their "Ounce to Ounce" philanthropic program into new cities, including Atlanta, New York, and Miami, committed to $1M of sunscreen donation annually and advocates to allow sunscreen in schools at state and federal levels. As of 2025, their lobbying efforts have helped ensure that 29 states now allow SPF in classrooms.
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17
One/Size by Patrick Starr
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Notable Inclusivity Effort
One/Size continues its mission to be a beauty brand for all the "curvy women, skinny boys, drag queens, thick guys, girly girls, beauties with disabilities, gender nonconforming icons, runway models, and makeup lovers." The ONE/SIZE "Fashion Meets Function" philosophy also ensures products are thoughtfully designed for ease of use by individuals of all abilities. For instance, the Point Made Liquid Eyeliner is designed with a specific "weighted" feel and a hexagonal-influenced barrel, making it easier for individuals with tremors or limited dexterity to control and the best-selling Ultimate Setting Powder and Turn Up the Base components utilize larger, textured lids that are easier to grasp and twist open.
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18
La Roche Posay
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Notable Inclusivity Effort
In 2026, La Roche-Posay announced a transformative partnership with the Oncology Nursing Society (ONS) to fund the creation of the skin of color skin toxicity photo repository, the first digital database of its kind specifically designed for oncology nurses to identify and manage dermatologic toxicities across all skin tones. In 2025, La Roche-Posay also issued a robust, brand-specific "Cancer Support Report" outlining its global Cancer commitments and contributions.
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18
Topicals
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Notable Inclusivity Effort
Topicals continues to address mental health disparities among people of color, donating $50K to 15 organizations like Sad Girls Club, A Safe Space Mentor and Hike Clerb. Through 2026, the brand aims to train 10K estheticians about skin of color and maintain a 1% profit donation pledge to organizations it supports. Additionally, Topicals notes that while most brands formulate with the Fitzpatrick scale from 1 to 6, treating deeper skin tones as an afterthought (if at all), Topicals formulates from 6 to 1, ensuring products are tested and proven to work on the deepest skin tones first because what works for deeper tones works better for everyone.
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20
Amika
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Notable Inclusivity Effort
Amika's 2025 Social Impact & Sustainability Report provides transparency and accountability to their 2025 and long-term efforts,. This includes $200K and mentorship for emerging haircare founders (via "Rooted in Growth" startup grants), scholarship support for BIPOC and LGBTQ+ stylists (via "Friend to Hair" program), and $5M donated since 2018 to HairToStay, a nonprofit that provides financial aid for scalp cooling which can dramatically reduce chemotherapy-induced hair loss.
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21
Maybelline New York
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Notable Inclusivity Effort
Maybelline's latest impact report demonstrates accountability towards the long-term goals of their flagship platform, Brave Together, which aims to help 10M people access free mental health support and donate $20M to mental health NGO partners by 2030. The latest report highlights progress of 2.6M people reached to date and $7.2M donated. Maybelline has joined forces with tennis champion Naomi Osaka as a global Brave Together ambassador to take down the stigma around mental health struggles and Maybelline's website (including the Brave Together page and NGO links) are available in both English and Spanish.
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21
Vaseline
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Notable Inclusivity Effort
As of 2025, the Vaseline Healing Project has reached over 27 million people worldwide.and donated 10M products. Vaseline partners with Direct Relief to support skin health in regions affected by poverty or natural disasters began providing grants in 2025 to clinics with mobile medical units, bringing care directly to community members. Additionally Vaseline has partnered with HUED since 2021 to connect patients with providers that understand their unique skincare needs and with VisualDx since 2022 to improve clinical education and patient understanding.
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23
Sol de Janeiro
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Notable Inclusivity Effort
In FY2025, the Sol de Janeiro Foundation was launched and delivered $4M to 13 organizations around the world to support biodiversity and empowerment of women and girls. This includes prioritization of indigenous wisdom & rights in decisions that affect their territories as well as projects like the Girls Opportunity Alliance (GOA), a $1M, five-year grant to support grassroots organizations tackling issues such as gender-based violence, menstrual health, and barriers to education. Sol de Janeiro is also uniquely one of the only brands that regularly features plus size talent across ethnicities and talent types including celebrities, models and creators.
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23
Ulta Beauty
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Notable Inclusivity Effort
In 2025, Ulta Beauty welcomed its 4th cohort to the MUSE Accelerator, which has provided $400K in grants and mentorship to eight early-stage BIPOC-owned brands, and successfully grown BIPOC-owned shelf space to over 11%. This year's cohort includes Latin-American inspired brands like BEJOU and Ginger Milk Natural Care and Asian inspired brands Moonbow and Pareva Beauty. Within the aisles, Ulta has integrated men's complexion and grooming products into centralized, gender-neutral displays across its 1,400+ stores to reduce the stigma of men shopping for beauty products. Beyond the aisle, the Ulta Beauty Charitable Foundation awarded more than $3M in 2025 to organizations like Big Brothers Big Sisters and The Jed Foundation, to support youth mental health.
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25
Ocoa
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Notable Inclusivity Effort
OCOA's mission has always been to change the narrative that curly hair is "pelo malo" and instead uplift all to embrace curls as a symbol of power, identity, and joy. The first Dominican curly hair care brand at Ulta, the product packaging is thoughtfully designed as English when upright and in Spanish when flipped, intentionally reflecting the dual-identity experience of immigrants.
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25
Ceremonia
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Ceremonia's mission is deeply rooted in Latina inclusivity across generations and developing products rooted in Latin American rituals featuring key ingredients like guava, babassu, and yucca. In addition, via partnership with Beam, 1% of every Ceremonia purchase is donated to a nonprofit of consumer choice. Notably, the website highlights specific shared impact the community has made together including 39 Latino individuals sent on a canoeing trip (via Latino Outdoors), 4 air quality monitors provided to underserved communities (via Hispanic Access Foundation) and 2,960 fruit trees planted to help feed families in Latin America (via Food 4 Farmers).
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27
Paula's Choice
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Notable Inclusivity Effort
Paula's Choice "The Long Game" campaign spotlights female athletes over 65 challenging conversations around aging in beauty as it launched its CellularYouth Longevity Serum. The campaign features four extraordinary female athletes including Dorothy Wiggins (100), MaryJane Fahey (75), and competitive sprinters Madonna B. Hanna (72) and Jacky Lee (68). In addition, Paula's Choice became the official multi-year brand partner of Seattle Reign FC in 2025, in further support of women's professional sports.
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28
Charlotte Tilbury
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Notable Inclusivity Effort
For the 2025 holiday season, Charlotte Tilbury donated a percentage of online sales of its 2025 Holiday Stocking and new Star Confidence fragrance to its long-term charity partner, Women for Women International which helps women and girls in 17 conflict-affected countries to rebuild their lives. Since 2016, the brand has raised over £1.6 million for this initiative.
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29
Rizos Curls
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Notable Inclusivity Effort
Rizos Curls and Kids of Immigrants relaunched the United for Immigrants campaign to support immigrant communities. Following the impact of the 2025 campaign, where 180+ brands united to raise $247K for immigrant families, Rizos Curls expanded the reach and deepened the impact on Valentine's Day, donating 100% of website profits to organizations that uplift and support immigrant communities.
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29
Milk Makeup
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Notable Inclusivity Effort
Milk Makeup reaffirmed its status as an early adopter of genderless beauty, continuing to design inclusive shade ranges and multi-benefit products for "everyone". Milk Makeup also continues to automatically donate 1% of all sales from MilkMakeup.com directly to The Center for LGBTQ+ New Yorkers, which they've done for 20+ years. This "365 days a year" commitment supports life-saving health, wellness, and family programs for the LGBTQIA+ community.
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31
Stripes Beauty
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Notable Inclusivity Effort
Stripes, the menopause-focused beauty brand founded by Naomi Watts, announced in 2025 a partnership with telehealth provider Wisp to support midlife women through their menopause journeys. The partnership sets out to broaden access to holistic, end-to-end care for women navigating perimenopause and menopause. This is designed to address the fact that four in five experience debilitating symptoms that go unaddressed by healthcare systems.
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31
EADEM
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Notable Inclusivity Effort
EADEM continues to use its online journal, Atlas of Beauty, as a platform to spotlight the "untold stories" of women of color. EADEM's products are also designed with special attention to melanin-rich skin that has traditionally been overlooked. EADEM highlights that their Smart Melanin Technology, which was created by women of color chemists, "represents a new approach to formulation where understanding diverse skin leads to better results for everyone.
Acts Inclusive
“I stand with you and support you.”
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33
Bevel
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Notable Inclusivity Effort
Since 2021, BEVEL has donated of portion of sales at Walmart to BEVEL's 'Home for Good' Initiative, which supports Anti-Recidivism legislation, continuing education, and job training for returning citizens. BEVEL recognizes that recidivism (the cycle of being rearrested, reconvicted, or re-incarcerated after a person leaves prison) disproportionately impacts Black men.
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34
CeraVe
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Notable Inclusivity Effort
In 2025, CeraVe formalized its philanthropic platform, Care For All, which aims to improve access to dermatological care in underserved communities around the world. Care For All has a goal of empowering 100K frontline healthcare providers by 2030 and provides clear accountability via their "impact so far" which highlights 14 Dermatologists Changemakers Empowered, 1.7K Frontline Caregivers Trained and 50K Underserved Patients Helped.
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35
Garnier
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Notable Inclusivity Effort
Garnier issued its own brand-specific progress report this year highlighting 9K inclusive sourcing beneficiaries and 1.7K communities supported. Garnier also uniquely and unabashedly launched 2 products in the US with identity-specific product testing details - Nutrisse Ultra Color Caramelo Blondes based on a Hispanic-specific insight and Nutrisse Glossy Curl Color based on a curly hair specific insight.
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35
Saie Beauty
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Notable Inclusivity Effort
In 2022, Saie started The Every Body Campaign, the largest beauty industry-backed reproductive justice initiative in history, as a way to take a stand for their community, bodily autonomy and reproductive justice. They raised $168k in 2022 and in 2024, they again brought together 63 beauty brands where 100% of funds and proceeds were donated directly to SisterSong Women of Color Reproductive Justice Collective.
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37
Live Tinted
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Notable Inclusivity Effort
Live Tinted's first national TV campaign, "It Feels Good To Be Seen" serves as a love letter to anyone, but especially women of color who have historically highlighting struggled to find products that cater to their unique skin concerns (like hyperpigmentation). Furthermore, every one of Live Tinted's complexion products has the deepest shade as Shade 01 and shade ranges are ordered deepest to lightest, reinforcing that Live Tinted leads with intention when it comes to shade development, testing, formulation and consumer activation.
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37
Deva Curl
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Notable Inclusivity Effort
DevaCurl remains committed to being an "anti racist organization" with long-term brand pillars of education, representation, community investment and social justice. DevaCurl is a founding member of the Texture Education Collective (TEC) which requires cosmetology programs to include training, education and testing on all hair types and textures, which is now officially a law in 8 US States.
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39
Murad Skincare
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Since 2023, Murad Skincare has leveraged its partnership with Active Minds to address "Cultural Stress" through an inclusive lens, focusing on digital accessibility, diverse student representation in Stress Less Week materials, activations at HBCUs and overall democratization of mental health resources.
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40
Origins
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Notable Inclusivity Effort
Launched in 2009, the Origins Green the Planet Fund collaborates with environmental nonprofits, such as One Tree Planted, on tree planting efforts that benefit local communities. As of 2025, the fund has planted more than 2.3 million trees, helping to add greenery to underserved urban areas and create green belts within cities.
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41
Kiehl's Since 1851
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Notable Inclusivity Effort
Kiehl's donated $150K in 2025 to long-time philanthropic partner the Ali Forney Center, which provides safe temporary housing and services to over 2,200 LGBTQIA2+ homeless youth. Kiehl's is continuing their work via the Open Doors platform, launched in select countries in 2024, which partners the brand with local non-profit organizations who provide necessities to those in need. Additionally, Kiehl's regularly tests products across genders ensuring that product claims aren't solely focused on a binary group of participants.
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The Ordinary
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In 2025, DECIEM (parent company of The Ordinary) deepened its long-term commitment to mental health by partnering with the Centre for Addiction and Mental Health (CAMH), a globally recognized leader in brain health research. Building on a $1M donation in 2024 to support CAMH’s No One Left Behind campaign, DECIEM has pledged an additional $1M over the next five years.
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42
Olay
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Notable Inclusivity Effort
OLAY Regenerist Face Moisturizer is the first facial moisturizer to feature a tactile symbol on its cap, addressing a common challenge for consumers who rely on touch rather than visual cues to distinguish between similar beauty products. Similarly, Olay Indulgent Moisture Body Wash now has a raised stripe on its packaging to help anyone with low vision identify the product as body wash.
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42
LANEIGE
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Notable Inclusivity Effort
In 2026, LANEIGE announced its US philanthropic partnership with Step Up, a national mentorship nonprofit supporting career growth for teens and young women. A cohort of teens from The Young Women's Leadership School of Astoria has been selected to participate in a series of LANEIGE-led workshops, mentorship sessions, and community experiences. LANEIGE will also make a donation to support the expansion of Step Up's national mentorship programming and sponsor of the organization's Inspiration Awards in Chicago and LA.
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42
rhode
Rhode
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Notable Inclusivity Effort
In 2025, the Rhode Futures Foundation donated $2.6 million to 46 organizations that provide guaranteed income, extensive resources, and emergency relief to moms and caregivers across the country. The biggest 2025 focus was the Support for Moms Fund, a $1 million grant that invested in 10 organizations to provide guaranteed income and resources to new mothers and caregivers across the U.S.
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42
Mielle Organics
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Notable Inclusivity Effort
In late 2025, Mielle Organics made history as the NFL’s First Official Textured Hair Partner. Football gear, especially helmets, can be the ultimate torture test for textured hair, causing sweat, friction, dryness and breakage. Having these products readily available in locker rooms for all 32 NFL teams allows players to “show up as their full, authentic selves and leave with the same confidence they carry onto the field.”
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47
Beekman 1802
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Notable Inclusivity Effort
Beekman1802 is in its sixth year of supporting the Ali Forney Center, a lifeline for LGBTQ+ and at-risk youth experiencing homelessness in New York City. In addition to allowing consumers to donate 1% of every purchase to chosen charities, 100% of profits from specially designed Beekman products are also created to support Ali Forney Center each Pride Month.
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47
Estee Lauder
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Notable Inclusivity Effort
In 2025, the Estée Lauder Emerging Leaders Fund (ELELF) launched its inaugural Beautiful Forces grants in partnership with longtime collaborator Vital Voices (VV). Four Vital Voices network alumni were awarded for bold, community-focused projects spanning climate action, media equity, economic empowerment, and gender-based violence prevention. Since its launch, ELELF has trained over 450 emerging leaders from more than 78 countries through the VV Visionaries Leadership Program.
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47
Shea Moisture
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In late 2025, SheaMoisture awarded $100K in equity-free grants to 10 Black-owned small businesses through its Purpose Power Grant initiative. In early 2026, winners received 12 months of specialized mentorship to help them navigate mass retail, directly addressing the systemic lack of capital for Black founders. The brand remains committed to its pledge to reinvest at least $1M annually back into the community through the SheaMoisture Fund.
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47
Jo Malone London
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Jo Malone London donated a minimum of 70% of sales of Charity Home Candles sold between 1 July 2023 and 30 June 2025 to the U.S. Fund for UNICEF. The funds donated were part of Jo Malone London’s commitment to raise a minimum of $400K in the U.S and a global minimum of $3.5M to help UNICEF tackle the stigma around mental health and provide support for children, young people and caregivers.
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47
Benefit Cosmetics
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Brand Purpose
Notable Inclusivity Effort
Since 2015, Benefit Cosmetics' "Bold is Beautiful" program has raised over $28.4M via brow waxes in May to support charities that empower women & girls with access to health, education, and financial self-sufficiency. This includes transparent support for partners like Step Up, Planned Parenthood, Girls Inc and Dress for Success.
0
52
Bobbi Brown Cosmetics
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Through 2025, Bobbi Brown Cosmetics has donated over $1.9M to women’s empowerment organizations like She's the First, continuing 20+ years of the brand's signature Pretty Powerful Fund.
0
53
Nivea
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
NIVEA’s primary global social mission is fighting social isolation and loneliness. In June 2025, they released the NIVEA CONNECT Report, a major study titled "Loneliness Unmasked: A Global Crisis of Isolation." The brand is on track to set up local NIVEA CONNECT projects in 40 countries by the end of 2026 to support communities in need.
0
53
MAKE UP FOR EVER
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Launched in 2022, The MAKE UP FOR EVER LGBTQIA+ Scholarship Fund for Education & Artistry provides tuition to aspiring makeup artists within the LGBTQIA+ community to attend the makeup school of their choice. The brand also maintains a long-term partnership with the Hetrick-Martin institute to empower and provide job readiness programs for at-risk LGBTQ+ youth.
0
53
Glossier
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Glossier for Good announced its newest class of entrepreneur grantees, providing $300K in funding and mentorship. Each retail store has merchandise benefiting a local nonprofit that supports entrepreneurs and youth, particularly women and people of color. $5 of every local merch purchase benefits a community organization like Hike Clerb and the Sadie Nash Leadership Project.
0
53
Clinique
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Clinique announced its partnership with the Skin of Color Society Foundation (SOCSF) for the Dermatologists of Tomorrow Scholarship, which provides financial support and mentorship to 100+ medical students over 3 years who are committed to driving health equity in their pursuit of a career in dermatology.
0
57
Tarte Cosmetics
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Tarte Cosmetics’ "community-first" model focused on supporting "everyday heroes" like teachers and small business owners through initiatives like clearing over 2,000 classroom wishlists, providing a year-long 40% educator discount, and Shape Your Future grants that empowered underrepresented female entrepreneurs. Tarte also donated $1M towards disaster relief in climate-impacted regions and partnered with World Central Kitchen to support those in need.
0
57
Thrive Causemetics
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Thrive Causemetics' "Bigger Than Beauty" model, reached a landmark $150M in total donations across 650+ Giving Partners that support domestic abuse survivors, cancer patients, military families and foster youth. Additionally, many Thrive Causemetics products and shades are named after real people who embody the brand's mission of resilience and compassion. These namesakes serve as a form of gratitude and storytelling, honoring individuals—from community members and non-profit leaders to public figures—who have made a positive impact on others.
0
59
Tower 28
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Tower 28 is in its 5th year of the Clean Beauty Summer School, a collective effort to support the growth of BIPOC-owned small beauty businesses. In 2025, a new track was added to the program specifically for BIPOC content creators. In addition, Tower28 became the first beauty brand to have all its skincare products receive seals of approval from three major sensitive skin organizations: the National Eczema Association (NEA), the National Rosacea Society (NRS), and the National Psoriasis Foundation (NPF).
0
59
Cetaphil
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Cetaphil is a proud, longtime partner of Camp Wonder, a summer camp for children with chronic and life-threatening skin diseases. Cetaphil has also donated $1.5M and over 50,000 products since 2012.
0
59
Kerastase
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Now in its 3rd year, Kerastase's Power Talks is a 'flash mentoring' program via non-profit Step Up that helps women close the confidence gap, that is, how women view their ability, work relationships, and career potential compared to men. Kerastase reports women are 88% more confident after 'flash mentoring' sessions and their digital training on LinkedIn equips young women with practical strategies to build confidence. The training is permanently accessible globally, with closed-captions in 24 languages..
0
62
Jane Iredale
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
For the past 10 years, Jane Iredale has created one product each year (Sunny PlayOn Lip Crayon) for which 100% of the profits are donated to Living Beyond Breast Cancer. Jane Iredale has donated more than $3.5M to national and local charitable causes including Look Good Feel Better (helping women with cancer), the Elizabeth Freeman Center (help for those affected by domestic and sexual violence) and i-tri (empowerment, self-confidence and positive body image for adolescent girls. )
0
62
Valentino Beauty
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Valentino Beauty named LGBTQ+ actor Colman Domingo its first Global Ambassador for fragrance, building upon a legacy of diverse ambassadorships that include Anwar Hadid, Charli XCX and the face of Born in Roma, Adut Akech, who is a South Sudanese-Australian model and former refugee.
0
62
Camille Rose Naturals
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Camille Rose Naturals launched its first OOH campaign called “Curls IRL." The initiative casted a cross-section of creative talent including producer Marzi, stylist LostBoyClay, model and founder Emily Marte, beauty creative Erica Anastasiia, and community builder Siddiq Cornish.
0
65
BLK/OPL
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
BLK/OPL has focused exclusively on skincare and makeup for darker skin tones over 25 years. Black and women-owned since 2019, BLK/OPL focuses on products developed exclusively for melanin-rich skin with formulations focused on front-of-mind issues for Black and Brown consumers. Notably, they also have worked with a Black dermatologist to develop a “do-not-use” ingredient list for new product development.
0
65
Milani Cosmetics
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Milani has had 17 consecutive quarters of growth and successfully captured a significant share of the U.S. Hispanic women's market with 49% brand favorability, demonstrating Milani’s focus on inclusive products and marketing. The 2026 “What’s Inside Is Everything” campaign spotlights its brand refresh, marked by ingredients and updated packaging for the Baked collection which works on a broader range of skin tones than previous formula.
0
65
Dove Men+Care
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Dove Men+Care recognizes that less than 1 in 5 men in the US are offered paid paternity leave and invites consumers to take a paternity pledge to join the mission to make paid paternity leave for men a right for everybody. Dove Men+Care also remains committed to the C.A.R.E. (Care About Racial Equity) Pledge to fight to end racial injustice toward Black men.
0
68
Juvia's Place
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Juvia’s Place is a brand celebrated for its bold colors, rich pigments, and authentic representation of African culture. This includes structural inclusivity across the Monk Skin Tone Scale (esp deep skin tones Monk 7-10) in its product lineup and in all types of talent used.
0
68
Rodan+Fields
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
All Rodan+Fields product pages include unretouched photos of before/after product efficacy on consumers with multiple skin tones. In addition, R+F's Prescription for Change Foundation, which focuses on youth empowerment and mental health, surpassed $18.5M in total grants distributed since its inception. For 2026, R+F announced a dedicated $1.5M grant cycle specifically for nonprofits like Becoming Powerful and BuildOn, which provide mentorship and mental health resources to students in under-resourced urban communities.
0
68
Oribe
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Oribe sponsored the Black Beauty Roster (BBR) Summit, the United Asian Hairdressers Association (UAHA) CNY Charity Dinner and ShapingHeart's SheRetreat event in NYC, empowering young BIPOC women through mentorship, connection + community. Additionally, Oribe has a dedicated Silverati line specifically formulated to address the needs of grey, white, and silver hair by neutralizing yellow tones and increasing shine, demonstrating age inclusivity as well.
0
71
K18 Hair
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, K18 Tapped GlamBOT Director Cole Walliser for a Global Hair Flip Challenge and Guinness World Record attempt. For every flip posted, K18 donated $20 to HairToStay, a nonprofit providing low-income cancer patients with financial subsidies to access scalp cooling treatments to reduce hair loss caused by chemotherapy. K18 supports HairtoStay (along with the Professional Beauty Association (PBA) and Stylez 4 Kids) as part of their FutureNow platform.
0
71
Huda Beauty
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Huda Beauty’s website consistently demonstrates what products look like on different genders and skin tones. Products like Easy Blur Foundation and Blush Filter Liquid Blush are celebrated by creators for shade inclusivity and commitment to deep skin tone representation.
0
71
ILIA Beauty
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
ILIA Beauty remains a member of 1% for the Planet, specifically donating 1% of sales from its Super Serum Skin Tint to reforestation efforts. ILIA has also set a goal to plant 1 million trees in partnership with One Tree Planted. In late 2025, this initiative expanded to include support for the Forest Fire Fund to restore areas impacted by the 2025 LA wildfires.
0
71
Clarins
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Clarins has uniquely developed aging parameters for both Caucasian and Asian skin, reflecting a respect and understanding of unique signs of aging by ethnicity. In addition, Clarins' long-term partnership with Mary's Meals has provided 50 million school meals to children living in some of the world's poorest communities over the last 13 years.
0
75
Tatcha
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Tatcha reached a historic milestone of funding over 10M days of school for girls in 11 countries, supporting educational equity for marginalized young women worldwide. Tatcha's website is updated throughout the year, noting that as of February 2026, consumer purchases have helped provide 14+ million days of school and 846K books in the US. Additionally, Tatcha partnered with Open to launch a specialized mindfulness program for World Mental Health Day, offering free meditation rituals to foster holistic well-being.
0
76
Ralph Lauren Fragrances
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
For Ralph Lauren Fragrances' Polo 67 Eau de Toilette campaign, the brand featured a diverse ensemble, including professional athletes like Aaron Judge alongside international models, emphasizing a "New American Dream" that is multi-ethnic and inclusive. The fragrance division also continues to be a primary driver for the Pink Pony Fund where a portion of proceeds from global fragrance sales supported cancer screening and treatment in underserved communities. To date, Ralph Lauren Fragrances has raised more than $500K in support of the Pink Pony Fund of the Ralph Lauren Corporate Foundation.
0
76
Youth to the People
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In September 2025, Youth to the People launched Community To The People, a new social impact initiative designed to provide resources that reduce the effects of social isolation. This program includes $100K donations and partnerships with Brave Trails (which supports LGBTQ+ youth leadership) and the American Civil Liberties Union to focus mental well-being and community connection as a form of social justice.
0
76
SkinCeuticals
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
SkinCeuticals has a long-term commitment to diverse medical professionals of various backgrounds to further their mission to provide skin care and education for all skin types and tones. As part of Skinceuticals clinical testing charter, they are committed to testing formulation in multiple countries, with multiple ethnicities and across a broad range of skin types and tones. Since 2021, SkinCeuticals has partnered with the Skin of Color Society (SOCS) to educate on skincare and procedures for skin of color and highlight skincare experts of color.
0
76
Summer Fridays
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Summer Fridays' 12 shades of Sheer Skin Tint With Hyaluronic Acid + Squalane was rated #3 among 87 foundation brands tested against Chromallogy's biological reference map, which measures skin tone coverage quality relative to their shade count.
0
80
Peace Out Skincare
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Peace Out Skincare, a LGBTQIA+ founded and run brand, maintains a year-long partnership with The Trevor Project to help achieve a healthier, more equitable future for LGBTQIA+ communities. Their Peace Out Pledge allows consumers to add a donation to the Trevor Project with every website order placed and Peace Out matches donations quarterly throughout the year. Peace Out also links directly to the Trevor Project Support Center for answers to frequently asked questions by LGBTQIA+ youth, including questions about being an LGBTQ ally.
0
80
Medik8
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Medik8's targeted solution to dark spots, Oxyresveratrol (Oxy-R), recognizes that post-imperfection marks are particularly common in deeper skin tones, Fitzpatrick 4-6. As such, the serum has specifically been tested on a larger sample of fitzpatricks 3-6, due to the larger concern of dark spots within these skin tones. 33% of the participant sample was Fitzpatrick 5/6, the deepest skin tones, a rarity for skincare clinical testing.
0
82
Harry's
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Harry’s focuses on men’s mental health since men are disproportionately affected by suicide. In partnership with nonprofit organizations, Harry's has helped 2+ million men access the mental health care and donated over $12M dollars. They also partnered with Active Minds in 2025 to bring to life two initiatives: a podcast spotlighting
the mental health journey of BIPOC individuals and a nationwide workshop series focused on supporting
Black men’s mental health.
0
82
Caldera+Lab
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Caldera+Lab's charitable giving page highlights specific support for 19 different organizations including Cultivate Ability (for differently abled workers), NAACP Legal Defense Fund (for racial justice), Teton Youth & Family Services and Coombs Outdoors/Pencils of Promise (for low-income youth).
0
84
Old Spice
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2022, Old Spice has joined forces with Walmart, America’s Promise Alliance, and Big Brothers Big Sisters to launch School of Swagger, a platform committed to ensure no student drops out of high school due to a lack of confidence and mentorship. This 10-year initiative is based on the real challenge that 2.1M teens (especially males) drop out of high school and another 30K youth are waiting for mentors.
0
85
Bumble and bumble
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Bumble and Bumble has partnered with The Point Foundation to establish inaugural scholarships and amplify LGBTQIA+ voices pursuing careers in beauty. They also support the Texture Education Collective (TEC) which requires cosmetology programs to include training, education and testing on all hair types and textures.
0
86
Wonderskin
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Wonderskin's 20 shades of Hyper Bond All-Day Stay Serum Foundation were rated #2 among 87 foundation brands tested against on Chromallogy's biological reference map, which measures skin tone coverage quality relative to their shade count.
0
87
Neutrogena
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Neutrogena has partnered with Young Minds Inspired to launch a free educational program that reaches 13.5M teachers, students, and families—boosting sun safety knowledge by 20%. Neutrogena has also trained over 7K pharmacists and 12K beauty consultants in collaboration with the Melanoma Research Foundation (MRF) and Walgreens—equipping frontline professionals to recommend sunscreen confidently.
0
87
Briogeo
tier 2:
Acts Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Briogeo partners with Beam, a tool that allows customers to donate a portion of their purchase on briogeo.com to one of their current nonprofit partners including Black Girls Do STEM, Room to Grow (Maternal Well Being), Soulfire Farm (Sustainable BIPOC farming) and Pink Agenda (Breast Cancer Care).
Feels Inclusive
“I try to feel what you feel.”
0
89
Patrick Ta Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Patrick Ta's "Beauty that Brings You Out" campaign spotlights the beautiful voices of five first-generation Americans. In addition, 70%+ of Patrick Ta creator partnerships have known or perceived non-White identities and average less than 10K views per post. This suggests that Patrick Ta's strategy prioritizes authenticity, preferring to work with smaller creators and lesser-seen identities.
0
89
YSL Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
YSL Beauty's continued its "Abuse is not Love" platform with its 2025 campaign "Don't Call it Love" which launched on International Women's Day to educate viewers on the hidden warning signs of domestic abuse. YSL Beauty has committed to educating 2M people worldwide by 2030 on the signs of abuse through partnerships with local nonprofits and employee training.
0
91
Dermalogica
dermalogica
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2019, Dermalogica has supported the cosmetology program at Coffee Creek Correctional Facility with advanced training, products, and equipment. Dermalogica also allows consumers to recommend US-based non-profit organizations that align with their mission of supporting skills training in the skincare and cosmetology industry through mentorships and scholarships.
0
92
Matrix
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Matrix's brand ambassadors are built on the belief that there is a place for everyone in the stylist's chair. New ambassador Rubi Talavera (whose digital footprint focuses on inclusive hair transformations for all different hair types and tones) joins existing ambassadors like Carlos Rojas, Kara Williams, Castillo Bataille (and new global ambassadors KATSEYE) who reflect the diverse landscape of modern hair artistry.
0
92
It's a 10
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
It's a 10's mission is to help provide education and spread awareness on the fight against lymphoma and leukemia via Blood Cancer United. In 2026, It's a 10 also donated hair care products to be included in ComfortCases for youth entering foster care (inspired by the founder's experiences as a child) and donated $100K to fund 10 scholarships for aspiring beauty professionals via Beauty Changes Lives.
0
94
L'Oreal Professionel
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
L’Oréal Professionnel has created the global mental health training program Head Up in partnership with the National Alliance on Mental Illness (NAMI). Designed by hair pros for hair pros, the expert-backed program raises awareness about the mental health challenges facing hairstylists and provides them with free resources to proactively manage their own mental well-being. As of 2025, at least 47K stylists in the US were confirmed to have engaged with the training modules.
0
95
Anastasia Beverly Hills
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Anastasia Beverly Hills' had demonstrated a conscious effort to represent melanin-rich skin through product expansions, notably deeper shades to the Smooth Blur Contour Stick line and the expanded range of the Impeccable Blurring Second-Skin Matte Foundation. Furthermore, Hydra Prime SPF 50 specifically claims to blend invisibly into all skin tones, leaving no white cast on deep or melanin-rich skin.
0
96
Redken
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Redken (via L'Oreal USA) is a founding member of the Texture Education Collective (TEC) which requires cosmetology programs to include training, education and testing on all hair types and textures, now officially law in 8 US States. Redken has Implemented mandatory texture mastery for its brand educators, added 9 new texture-focused programs for 2026 and manages the 2026 Scholarship Program to fund inclusive education for emerging talent.
0
96
NARS Cosmetics
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
NARS remains a persistent supporter of LGBTQIA+ youth and rights. Ongoing partnerships include the Transgender Law Center, The Ali Forney Center, and the NYC Anti-Violence Project, specifically focusing on legislation, empowerment, and safety for the LGBTQIA+ community.
0
98
Armani Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2010, Armani’s Acqua for Life initiative has invested 15M€ and helped over 800,000 people get access to clean water in 26 countries. By 2030, Armani’s Acqua for Life aims to be a source of clean water for 1 million people.
0
98
Burt's Bees
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Burt’s Bees deepened their cofounder’s commitment to the North Maine Woods region by investing $3 million in the development of the Tekαakapimak Visitor Contact Station, which officially opened to the public on June 21, 2025. The station contains exhibits that provide information from an Indigenous perspective about the natural and cultural history of the area now within monument boundaries.
0
100
Vichy
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Vichy's Neovadiol line has been specifically designed to address skin concerns associated with peri and post menopause. Not only does Vichy publish claims from clinical studies with participants age 45-64 but Vichy has completed 30 clinical studies on 1500+ menopausal women and published 9 scientific papers since 1992.
0
100
Aveeno
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
The Kenvue Impact Network highlights Aveeno Body & Hair as the chosen brand to pilot accessibility opportunities specifically for consumers with visual impairment, including development of new products, marketing, merchandising, and communications materials.
0
100
Bubble Skincare
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Bubble’s first-ever campus scholarship program, Face The Future, provided financial support and recognition to 21 students across genders, ethnicities, locations and disciplines, all of whom are doing meaningful things in their communities
0
103
Natasha Denona Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Natasha Denona's HY-GLAM foundation (available in 52 shades) and matching concealer neutralize and correct specific needs of different skin tones, skin types and concerns including hyperpigmentation, mature skin and different color under eye circles. In addition, for HY-Blush Cloudy Cream Cheek Duo, each shade shows what the finish looks like on multiple skin tones.
0
103
Makeup by Mario
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Makeup by Mario updated its SurrealSkin shades to address specific undertone needs. The expansion includes deeper shades specifically engineered with warm and olive pigments to prevent the "gray" or "ashy" cast often seen on melanin-rich skin.
0
105
Grande Cosmetics
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Grande Gives Back highlights multiple multi-year initiatives with organizations that support and empower women, cancer research, and racial equality. Additionally, Grande takes a positive, pro-age stance with slogans like "Revealing, Not Concealing" and "accentuating what's real," avoiding stigmatizing terms like "anti-aging."
0
105
Fara Homidi
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Fara Homidi has partnered with 1% for the Planet to donate 1% of revenue to the Central Asia Institute (CAI), to fund and develop education in countries such as Afghanistan, Pakistan and Tajikistan, with a particular focus on girls and young women.
0
105
IT Cosmetics
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In January 2026, IT Cosmetics launched a major campaign with actress Jennie Garth to normalize conversations around aging and mature skin. The initiative aims to shift the narrative from "correcting" to "embracing" skin changes in women over 40.
0
108
Glow Recipe
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Glow Recipe pledges to never use the words poreless, perfect, ageless or flawless because those aren't realistic skin goals. They promise to celebrate and showcase real, unretouched skin, because real skin is beautiful skin.
0
108
Dr Squatch
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Dr Squatch Gives Back provides impact details that it has served 400K+ people, 600 schools, 65 women soapmakers in 19 countries via partnerships with nonprofits like Wounded Warrior Project, Homeboy Industries, Outward Bound and The People Concern.
0
110
Schwarzkopf
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Schwarzkopf Professional celebrated its 15th year of Shaping Futures – their global education initiative. In countries without a structured vocational training system or where certain groups have limited access, Schwarzkopf teams teach disadvantaged young adults the fundamentals of hairdressing. The program operates globally, partnering with NGOs like Plan International to provide vocational hair training and technical skills to marginalized women in regions such as Egypt, Colombia, and China.
0
111
Dior Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Women@Dior & UNESCO extended its international mentorship and education initiative, supporting more than 2,800 young women across over 60 countries and nearly 90 nationalities since its creation in 2017. Christian Dior Parfums has also extended their partnership with Charlize Theron’s CTAOP Youth Leadership Program.
0
111
Well People
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Well People donates 100% of net sales from select shades (like Brave and Wildflower) to Lipstick Angels, an organization that provides oncology-sensitive beauty services to cancer patients. Additionally, on Mother's Day 2025, they donated $10K to
Every Mother Counts — a nonprofit dedicated to improving maternal health outcomes for all.
0
113
Il Makiage
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
IL MAKIAGE is the official brand partner of Arsenal Women’s Football Club, celebrating the skill and passion of women footballers, and inspiring other women to show off their bold side. IL Makiage also has one of the most intuitive shade matching tools on their website, with clear language and free trial opportunities to ensure consumers get to shades that are best for them.
0
113
Davines
davines
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Davines demonstrates age inclusivity with a "Gray Hair" category under "Products For." Furthermore, the brand avoids overt "anti-aging" stigma in its main copy, focusing instead on "vitality," "healthy hair," and "restoring" as key pro-aging adjectives.
0
113
Ere Perez
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Ere Perez partners with i=Change to donate $1 of every order to SEABIN, an innovative initiative tackling ocean pollution by removing plastic waste directly from waterways. Ere Perez's website highlights the specific amount ($17K) donated to SEABIN so far.
0
116
NATURIUM
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Naturium's first-ever major campaign launched in August 2025, titled "Every One, Every Where, Every Day," directly centered inclusivity in its brand DNA. The campaign and 2026 product development focus on "biocompatibility," meaning formulas are engineered to be effective across all skin tones, types, and ages without causing irritation. Naturium has expanded its viral Glow Getter and The Perfector body franchises in 2026 to address universal skin concerns like keratosis pilaris and hyperpigmentation, which affect diverse populations but are often ignored by luxury brands.
0
116
BareMinerals
bareMinerals
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
bareMinerals has several products that are accessible for people with certain disabilities, including their loose powder foundation (good for anyone with sensory sensitivities) and their setting spray which has a matte cap for ease of opening and wider surface area for easier spray.
0
118
Aquaphor
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Aquaphor's parent company, Beiersdorf has a 20+ year history of supporting those impacted by Ichthyosis through partnership with FIRST (Foundation for Ichthyosis & Related Skin Types, Inc.). Through this partnership, Aquaphor products are donated to hundreds of families impacted by Ichthyosis and the annual UFIRST Beiersdorf Scholarship Program provides financial support to outstanding students living with Ichthyosis or a related skin type.
0
118
BROWN GIRL JANE
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
BROWN GIRL jane regularly features South Sudanese model Mammina Aker, who is one of very few examples of talent with Monk Skin Tone 10 to lead major beauty campaigns.
0
118
Henry Rose Fragrances
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Henry Rose, created by Michelle Pfeiffer, regularly features 55+ talent across genders and ethnicities. Henry Rose also partners with Breast Cancer Prevention Partners (BCPP) to give back a portion of all proceeds to research and advocacy around toxic chemicals in personal care.
0
118
DRMTLGY
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
DRMTLGY drives skincare equality worldwide via support of nonprofits like the Melanoma Research Foundation (MRF), Baby2Baby, Special Needs Network (SNN) and the Make-A-Wish Foundation.
0
122
Commodity Fragrances
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Commodity offers fragrance discovery kits with different levels of intensity. "Personal" scents are the lightest and most suitable for fragrance lovers who may be autistic and/or neurodivergent and who otherwise might experience sensory overload.
0
122
The INKEY List
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2022 The INKEY List has supported Ashoka to support young people as leaders and powerful changemakers for their communities. The Togetherness Practice they created helps educators find purpose and joy in education, thus creating ripple effects of change. Additionally, TheInkeyList has supported the Nottingham Lions LGBTQ+ Football Club and Nottingham Forest Women’s Netball Team, to drive inclusivity, empowerment, and accessibility in sports.
0
124
La Mer
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
La Mer champions ocean conservation through the La Mer Blue Heart Oceans Fund with a focus on marine habitat restoration and youth education. In 2025, La Mer deepened its commitment through renewed grant-support of EarthEcho International’s youth advocacy efforts and GreenWave’s regenerative farmer advancement program, focused on restoring marine habitats in Long Island, NY.
0
125
Laura Geller
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Laura Geller launched the 'Who Hasn't?' campaign to create a safe space for women 40+ to acknowledge insecurities but also empower them to celebrate the positive aspects of aging. The message is simple: aging isn’t something to hide—it’s something to celebrate. Laura Geller also continues long-time support during Breast Cancer Awareness Month (Oct) where 50% of proceeds from a limited-edition collection benefit Fran Drescher’s Cancer Schmancer movement.
0
125
RoC Skincare
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2026, RoC expanded its Look Forward Project, a multi-year initiative dedicated to shifting the conversation around aging from "anti-aging" to "healthy aging." RoC's new initiative includes the introduction of the RoC Longevity Council, the initiation of a research fund to benefit the Center on the Biology of Aging at Brown University, and a continuation of its women's mental health advocacy partnership with the SeekHer Foundation.
0
127
Kosas
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Kosas became the first major clean beauty brand to move toward eliminating plastic entirely from primary packaging. Foundation bottles are now made from sugarcane-based bioplastic, new compacts utilize aluminum with refillable cores, and brushes are housed in bamboo. Kosas also maintains a "100-to-1" partnership, planting one tree in the Amazon or Madagascar for every 100 refills returned through their program.
0
127
Kulfi Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Kulfi Beauty (named after South Asian ice cream) was designed to fill a need gap with shade ranges and products inspired by South Asian joy. Products like Free the Brow are inspired by head hair being lovingly cared for while other facial hair like thick brows historically being stigmatized. Additionally, Kulfi is 1.7x more likely to feature AANHPI talent than the rest of the industry.
0
127
KIKO Milano
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In late 2025, KIKO introduced One Magic Touch Lip Stylo, a innovative lipstick with a one-handed sliding mechanism designed for better accessibility. KIKO also views this as "universal design", a product that benefits creators who need to apply makeup while holding a phone or recording content while also allowing individuals with limited manual dexterity or upper-limb disabilities to use the product independently.
0
127
By Rosie Jane
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
by/ rosie jane's Everyday Body Collection, is inspired by the founder's menopause journey, and features functional, mood-boosting essentials like deodorant and body wash with specific cooling elements like peppermint, mandarin + cypress.
0
131
Prada Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Prada Reveal Foundation is available in 33 flexible-coverage shades that are communicated as "beyond border, beyond gender, beyond age.". The shades were designed based on an AI-algorithm that scanned 3,000 different skin tones for shade optimization. Prada Reveal Foundation (and other products) are refillable with a consciously designed Prada refill, which uses 62% less packaging compared to repurchasing full product. Since adopting its refill-forward strategy, Prada Beauty has 70% of global product sales that come from refillable items.
0
131
Urban Decay
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Urban Decay's 24/7 Inks Easy Ergonomic Liquid Eyeliner Pen has been designed with an ergonomic precision grip to allow easier application for those with dexterity issues or limb differences.
0
133
Revlon
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Revlon was the official makeup sponsor of the Special Olympics World Winter Games in 2025. noting they saw this event as a unique opportunity to affirm its vision of beauty which celebrates the uniqueness of every individual. With this sponsorship, Revlon reaffirms its commitment to investing in events that promote empowerment and inclusion.
0
133
Eos
eos
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2019, eos' Shea Better Sustainability program works with the Global Shea Alliance to responsibly source shea from West Africa. This means protecting local ecosystems through sustainable harvesting and creating income opportunities for the women who skillfully harvest shea.
0
135
GUERLAIN
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2020, the Women for Bees programme has trained and empowered 200+ women beekeepers around the world, enabling them to develop sustainable professional activities based on their expertise. It also contributes to the protection of bees and the repopulation of colonies in ecologically valuable areas.
0
135
Moroccanoil
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Moroccanoil provides unrestricted grants to Oceana to fund its global scientific expeditions and policy campaigns.
In 2025, Moroccanoil’s funding supported Oceana’s efforts to protect nearly 4 million square miles of ocean habitat.
0
135
Biossance
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2020, Biossance has supported Oceana's efforts to protect and restore oceans and their $850K in contributions have contributed to major policy wins across the globe.
0
138
ELEMIS
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
ELEMIS 2025 initiatives include support to BEAUTY BANKS (to to end hygiene poverty), The Eve Appeal (gynaecological cancer research), Look Good Feel Better (cancer support), the King's Trust (disadvantaged youth) and F1 academy (female motorsport drivers).
0
138
Too Faced Cosmetics
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Too Faced regularly features lesser-seen identities on their main social pages including creators like @dausmendoza, @doraowusu, @Chinchilla and @nabela.
0
140
Gold Bond
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Gold Bond lotions are made in Chattanooga, Tennessee, USA and in 2025, they partnered with Lookout Mountain Conservancy and Plan Bee to enhance biodiversity through honeybee hives in the area.
0
141
Eucerin
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
The Eucerin Social Mission Program aims at enhancing the life quality of people with visible skin concerns that suffer from stigmatization and/or social exclusion. Since its inception in 2020 this global initiative has supported US projects like the Foundation for Ichthyosis & Related Skin Types (FIRST) to help facilitate leadership and self-image workshops for children and young adults living with Ichthyosis, a rare genetic skin disorder
0
142
Juliette Has a Gun
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Juliette Has a Gun's “Not A Perfume” is composed of a single ingredient, Cetalox to enhance natural scent. The lack of perfume ingredient layering makes this product a particularly good alternative for individuals with autism and sensory processing disorders.
0
143
Keys Soulcare
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In April 2025, Keys Soulcare collaborated with The Skin Deep to debut a three-episode Self-Love Series on YouTube and social media. The series features Alicia Keys and various "lightworkers" (influencers and community members) discussing self-discovery, friendship, and transformation. Keys Soulcare has also partnered with Amazon Alexa to help infuse the philosophy of Keys Soulcare into people’s daily lives, helping them create empowering beauty rituals that nurture their whole selves.
0
144
Jones Road
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Jones Road Beauty is in its 2nd year of its 'I Am Me' campaign which focuses on what you like about yourself, embracing what makes you unique. It promotes freeing yourself from impossible standards and encourages a kinder shift in the narrative for how we speak to ourselves. Year 2 focused on women who inspire Bobbi like Gloria Steinem, Zarna Garg and Ally Love.
0
144
Biolage
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Biolage celebrates age-inclusive beauty via Pamela Anderson as the new face of the brand, but also celebrates hair type inclusivity via certified trichologist Bridgette Hill, Biolage’s new scalp and hair expert.
0
146
Native
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In February 2026, Native introduced its Sensitive Series at the American Academy of Allergy, Asthma and Immunology (AAAAI) Annual Meeting. The collection was co-crafted by allergists, biologists, and dermatologists specifically for individuals with sensitive skin. Products feature hypoallergenic fragrances (free from 81 known allergens) and naturally-derived ceramides to boost the skin and hair's natural moisture barriers.
0
146
DedCool
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
DedCool Xtra Milk is mentioned by many creators as a "migraine safe" fragrance for those with fragrance sensitivities. This is important distinction as fragrance is a common migraine trigger and people with ADHD and autism have higher rates of migraines than the general population.
0
146
Tresemme
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, TRESemmé maintains its partnership with SimpleeBEAUTIFUL to offer certification for textured hair, a topic often ignored in traditional training programs. Each year during Fashion Week, all TRESemmé stylists are required to be certified and participate in the TCP digital education program to become educated and certified in textured hair care.
0
146
Color Wow
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
For 17 years, the Color WOW HAIRraising Initiative has run a one-day cut-a-thon fundraising event to support Boston Children’s Heart Center, the nation’s #1 pediatric hospital. Color Wow has also committed $100K to the Obama Foundation’s Girl’s Opportunity Alliance to help provide access to education, training, job opportunities, and financial support to women and girls around the world.
0
150
Lolavie
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
LolaVie donates 100% of profits of each Puppy Love Dog Shampoo product sold to Clydeo Fund, a charitable fund of the Entertainment Industry Foundation (EIF) to help rescue and rehabilitate animals in need. The brand guarantees at least $50K annually.
0
151
Laura Mercier
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Laura Mercier's reformulated Tinted Moisturizer Natural Dewy SPF 30 included an optimized shade range for better coverage, improvements of no white cast or oxidation, and featured women of all ages, ethnicities and skin tones.
0
152
Thayers
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Thayers worked with creators in the Deaf community like @mikka.coburn to promote its Milky Hydrating Toner and Rose Toner. These social media activations utilized ASL to explain the benefits of pH balancing and hydration, making skincare knowledge accessible to a wider audience.
0
152
Jergens
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, Jergens Natural Glow supported the Skin Cancer Foundation's Mobile Skin Cancer Screening Program
which visited US communities to provide free skin exams and raise skin cancer awareness.
0
152
Gucci Beauty
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Each of the six new Gucci Glow Blush shades are designed to flatter diverse global skin tones and the website shows how the product delivers on different skin tones.
0
155
Bath & Body Works
tier 3:
Feels Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
As of December 2025, Bath & Body Works is the largest funding partner for Pelotonia, an organization dedicated to innovative cancer research, and has raised over $49M in 16 years. This includes cancers that affect both men and women and this aligns with a more balanced gender representation in content than most other brands.
Thinks Inclusive
“I try to think like you do.”
0
156
BASMA Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
BASMA Beauty was founded by Basma Hameed, a burn survivor who suffered third-degree burns as an infant. She has developed thousands of skin tone pigments to suit different skin types, textures, skin concerns and conditions. BASMA Beauty's Foundation Stick is available in 40 shades - the largest shade range of any stick foundation at Sephora.
0
156
Hourglass Cosmetics
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Since 2017, Hourglass' Unlocked collection has supported the Nonhuman Rights Project’s mission of unlocking the cages of wild animals in captivity. Hourglass proudly donates 5% of annual net profits from Unlocked products to the NhRP’s efforts.
0
158
Carolina Herrera
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Carolina Herrera is in the third year of the four-year scholarship at FIT (the Fashion Institute of Technology) that supports the next generation of BIPOC creative talent in fashion.
0
159
Covergirl
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In May 2025, CoverGirl became the first official cosmetics sponsor of the WNBA's Chicago Sky. The multi-year deal includes interactive fan experiences and community outreach initiatives focused on empowering women.
0
160
caliray
Caliray
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Caliray is a 1% for the Planet member, committing to donate at least 1% of its annual sales to approved environmental causes. This partnership is part of their broader "sexy sustainability" approach, which includes utilizing upcycled ocean plastic tubes, PCR (post-consumer recycled) materials, and carbon-offset shipping options.
0
161
MERIT Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
MERIT celebrates that they had more baby boomers shop their website than Gen Z in in 2025, emphasizing intentional inclusivity in how they craft their messages. MERIT's hero product, the Minimalist Perfecting Complexion Stick, has expanded to 30 shades (ordered deep to light on their website) and counts celebrities age 60+ like Meg Ryan and Martha Stewart as regular fans.
0
162
fresh beauty
Fresh beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
fresh is committed to protecting biodiversity where it sources ingredients around the world. The brand is helping to regenerate diverse ecosystems with local communities and also helps youth thrive via access to nature.
0
163
SACHEU Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
SACHEU is highlighted as a beauty brand that "gives back" via Ulta's conscious beauty seal. According to Ulta Beauty's Conscious Beauty standards, brands must be committed to making a positive impact by providing ongoing financial support to environmental and/or social causes to earn this specific highlight.
0
164
Maison Margiela
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Maison Margiela Fragrances is rooted in its "collective" identity and gender-neutral positioning. By using clinical, numbered labels and uniform bottles, the brand removes gendered cues (like pink/blue packaging or "For Her/Him" titles), focusing instead on the universal human experience of memory.
0
164
Westman Atelier
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Wetman Atelier partners with the Kids Mental Health Foundation to provide critical resources, support, and advocacy for children and their families, fostering a future where every child can thrive. In 2025, a portion of proceeds from the new Baby Cheeks Powder Blush Duo in the shade Fluff & Puff was donated to The Kids Mental Health Foundation.
0
164
Not Your Mother's
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In January 2026, NYM launched the Aura Boost Collection as a "sensory ritual"., based on the insight that Gen Z experiences a 75% higher rate of stress-related hair concerns. The line is inclusive of those struggling with "executive dysfunction" or "shower dread" (common in neurodivergent communities) and uses mood-boosting scents to lower the barrier of self-care.
0
164
Byoma Skincare
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
BYOMA's 2025 Community Casting Call for their "Blemish" campaign prioritizes real skin diversity as a celebration of beauty. Many products feature soft matte corners good for people with dexterity issues and the brand is 1.7x more likely to feature male expression than the rest of the industry.
0
164
Olaplex
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Through Olaplex's partnership with ShoppingGives, customers can select a cause for a $1 donation per purchase. Olaplex has supported over 2,600 unique nonprofits to date including Women for Women International, which assists women in conflict zones, and She’s The First, which fights for girls' education globally.
0
169
Boy Smells
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Boy Smells, the queer-owned fragrance house, is rooted in "genderfulness", where fragrance isn't gendered and binaries dissolve. Gender, body size and ethnic inclusivity are prevalent in the talent they cast.
0
170
Gisou
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
The free Gisou Bee Learning Course is a comprehensive and educational step-by-step program that supports Gisou's core mission to raise awareness of the importance of bees and inspire a new generation of beekeepers.
0
171
stila cosmetics
Stila cosmetics
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Recent stila launches like the Heaven's Hue Hydro-Luminator achieved positive clinical results from participants who agreed the product "works well on my skin tone" and 97% who confirmed it "leaves no white cast".
0
171
Smashbox Cosmetics
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Smashbox's 2025 campaign for their OG primer shifted toward a diverse range of women—including podcasters, influencers, and professionals from their 20s to 40s—to showcase how the primer performs in real-world, everyday scenarios rather than just stylized studio shoots.
0
173
ColourPop
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Colourpop content gives a higher proportion of screen time to Hispanic and Black talent vs the industry average. Talent is also evenly distributed across skin tones and hair types.
0
174
Crown Affair
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Crown Affair partners with Beam, to allow customers to donate a portion of their website purchase to select nonprofit partners including Baby2Baby (for underserved parents), Ahead of Beauty (for medical hair loss), Fountain House (for mental health treatment) and Women's Earth Alliance (for women entrepreneurs).
0
174
Divi
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Divi offers a gender inclusive community for individuals experiencing hair loss or thinning, providing resources on the causes of hair thinning, such as stress, nutrition, and environmental factors, to help users build a holistic scalp care routine rather than just buying a "band-aid" fix.
0
174
PHLUR
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
PHLUR’s recent launches move away from traditional feminine/masculine marketing toward "mood-based" fragrances, ensuring their products are inclusive of all gender identities. Recent launch Father Figure markets itself as "masculine, yet feminine, the scent of duality" and reflects this in its campaign casting.
0
174
eva+avo
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
eva+avo intentionally partners with over 300 influencers and celebrities monthly. ranging from micro-influencers to telenovela stars, to create content that resonates with the nuanced complexities of the 17 different Spanish-speaking cultures represented in the U.S. To serve its core community effectively, the brand provides bilingual customer service and marketing tailored specifically to Latina consumers.
0
174
Iris&Romeo
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In July 2025, founder Michele Gough-Baril emphasized that success for the brand means inspiring younger women to view aging as the "beginning of [their] power". The brand aims to move the industry away from youth obsession by cultivating authentic stories of women in their 50s and 60s without shame or tokenism.
0
179
Arctic Fox
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Arctic Fox's "Dye for a Cause" donates 15% of their annual net profits to organizations like the International Fund for Animal Welfare and Exposure Skate, which empowers women, girls and nonbinary individuals through skateboarding and teaches compassion through service.
0
180
Kylie Cosmetics
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Kylie Cosmetics is one of the few brands that provides age specificity of participants associated with product testing claims noting "use test conducted with women 18 to 37" and "consumer test with 121 women 30 to 64 years old"
0
181
Pantene
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Pantene's sister hair care brand, Hair Biology, with its Menopause & Scalp Soothing Treatment, specifically addresses the biological needs of hair as it ages and hormone imbalance occurs during menopause.
0
181
Shiseido
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Shiseido launched the "Expressing Your True Colors" guide in June 2025, a specialized makeup manual designed for transgender women and non-binary individuals. The project launched after finding that many individuals wanted to explore makeup but "didn't know where to start" or felt traditional guides didn't address their specific needs. The guide was published on Shiseido’s corporate website, making the specific techniques available globally.
0
183
First Aid Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
First Aid Beauty's sponsorship of Team USA at the Olympic and Paralympic Winter Games Milano Cortina 2026 included Sydney Jo Peterson, Para cross-country skier, and Jamie Anderson, Olympic Snowboarder as brand representatives,
0
184
Tirtir
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
The TIRTIR Mask Fit Red Cushion is recognized as the most inclusive cushion foundation in market because it offers 40 shades, the most of any cushion foundation currently available for purchase. Most cushion foundations typically offer only 3 to 15 shades—often limited to light and medium tones, but TIRTIR worked with creators of color like Toni Bravo and Miss Darcei to fill in identified shade gaps.
0
185
Maison Louis Marie
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Maison Louis Marie continues to donate 1% of its annual sales to environmental nonprofits, including the National Forest Foundation where it highlights that their donations plant roughly 10K trees a month throughout US forests.
0
186
Givenchy Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Givenchy Parfums' La Collection Particulière features a fragrance named "Garçon Manqué" (translating to "Tomboy") and is explicitly described as "an ambiguous trail, between power and sensuality." This demonstrates a thematic step toward gender-fluid or non-binary expression.
0
187
MONDAY Haircare
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
MONDAY's sister brand, Being was specifically designed with universal design applications, such as a soft squeeze tube for one-handed use and a lipped-lid design for customers with limited dexterity. The brand states that "true inclusivity means packaging created as consciously as its formulas, including high-contrast labels, large typography, and tactile indicators on its bottles for those with visual impairments or colorblindness.
0
188
Viktor & Rolf
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Viktor & Rolf fragrance ambassadors reflect a wide range of identities and backgrounds including Mona Tougaard, the Danish-Somali-Ethiopian-Turkish model who fronted the 2025 Flowerbomb Extreme campaign and a long history of LGBTQ+ talent like Miss Envy Peru.
0
189
Duke Cannon Supply Co.
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
The Duke Cannon Veterans Fund supports organizations that provide health care, mental health support, job training, and educational services to Veterans and their families. Additionally, the DCVF provides funds and product donations to organizations that help Veterans develop a deeper connection to their communities.
0
190
Chanel Beauty
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Chanel promotes STEM education and women in tech through partnership with University College London. As of 2024, this included mentoring sessions with young women, insight to inform technology projects and advancing research on women in technology leadership.
0
190
pureology
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Pureology's reformulation of Nanoworks Gold is explicitly marketed for "very dry, coarse, or brittle" hair." The use of Golden Marula Oil and a Microemulsion Technology is technically significant because these ingredients provide high-level slip and moisture—essential for Type 4 (coily) hair—without the heavy waxes that can cause buildup on textured strands.
0
192
Ellis Brooklyn
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Ellis Brooklyn offsets their carbon footprint by contributing to the Carbon Fund annually and shipping carbon neutral when possible. They also partner with Ecocert and FSC Certified stock suppliers.
0
193
Nexxus
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Launched in 2026, the new Nexxus Amino Bond range highlights how its amino acid complex help different hair types including benefits for the complex textured hair like damaged curls and coily hair patterns.
0
194
Batiste
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Batiste's website provides specific guidance on using dry shampoo with different types of braids and twists, including box braids and crochet braids.
0
195
Aussie
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Aussie's website highlights 'Aussome Hair for Everyone', provides education on curl type patterns and allows consumers to explore and shop products via curl type.
0
196
Clairol
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Clairol and Bala co-created a limited-edition set of wrist weights inspired by shades from the ColorStrong collection, named after global locations like La Habana. They're a celebration of strength in all forms, encouraging women to feel confident, capable, and fully themselves from the inside out.
0
197
SK-II
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
In 2025, SK-II's shift to an inclusive, community-based strategy in the U.S. drove a 30% revenue surge and 28% new user acquisition, culminating in 25% overall business growth. SK-II USA prioritized partnerships with community-embedded experts and lifestyle creators like @ash_kholm and @koolkelsey to demonstrate product efficacy on diverse skin types and concerns.
0
198
Morphe
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Morphe works with a higher percentage of Afro-Latina influencers vs. the rest of the industry. Morphe has also transitioned to a business model that supports micro-influencers via product seeding and long-term relationship building. This provides a platform and income stream for smaller, diverse creators who were previously overshadowed by mega-influencer partnerships.
0
199
Living Proof
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Living Proof argues for inclusivity through biotechnology—creating high-performance products engineered to work on every hair fiber, regardless of ethnicity or age. Their website reinforces this message by allowing users to filter products by 9 different ways of describing individual hair.
0
200
Iconic London
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Iconic London's Accessibility Statement, updated as recently as July 2025, explicitly confirms its commitment to providing an inclusive digital experience for everyone on its website.
0
200
Tree Hut
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Tree Hut's 2026 Super Bowl campaign centered on the "Uncontain Yourself" theme and featured a diverse group of social media creators including @valeriastephaniee, @colormecourtney and @paulreactss.
0
202
Azzaro Parfums
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Azzaro has maintained their traditional "masculine" branding while explicitly inviting all genders to wear its scents, highlighting that scent is act of self-expression and empowerment that transcends gender.
0
203
Axe
tier 4:
Thinks Inclusive
Total Score
Ads/Content
Product/Website
Brand Purpose
Notable Inclusivity Effort
Axe's "About Us" website states the brand is "determined to build a strongly inclusive culture which respects every employee for who they are – regardless of gender, age, race, disability or sexual orientation."
Footnotes:
*We comprised the list of 200+ beauty brands utilizing a combination of sales data and industry resources. For sales data, we assessed the rankings of top beauty brands using Circana POS data for 2025 (when available). We consulted the following resources to ensure we represented the most powerful brands in the industry: WWD, CreatorIQ, SPATE, CEW Beauty Awards, Allure Beauty Awards, Glossy Beauty Awards and Nielsen IQ.
**3 Components: Each component carries equal weight in determining a brand's final Inclusive Quotient, or IQ score.
- Ads: We analyzed each brand’s most viewed and widely watched content across platforms like Meta ads, Instagram, YouTube, TikTok and iSpotTV in 2024. We always prioritized most-viewed assets, allowing us to gain valuable insight into media investment and virality.
- Product/Website: We evaluated each brand's product line, considering everything from products and shades to copy and website features. Our scoring system was normalized to be fair and equitable across the unique characteristics of different beauty categories. For example, shades were not reviewed for skincare-only brands and hair-related assessments were not reviewed for non-haircare brands.
- Brand Purpose: We examined brand purpose and external commitments made by each brand. This encompassed commitments undertaken through brand-led initiatives, partnerships, donations, and public announcements.
***Inclusive Quotient (IQ) scores organizes brands into four distinct tiers:
- Tier 1 — Certified Inclusive: I am empathetic and a proven inclusive brand.
Brands in this category are at the forefront of inclusivity. They excel across ads, product and DEI commitments, demonstrating holistic inclusivity efforts. Their efforts are often ingrained in the DNA of the brand itself. These brands are certified inclusive and have earned the prestigious SeeMe seal of approval, which they can proudly showcase in their marketing materials. - Tier 2 — Acts Inclusive: I stand with you and support you.
These brands are actively working toward inclusivity and have made significant progress. While they might not excel in all three components, they consistently show a strong dedication to inclusivity. - Tier 3 — Feels Inclusive: I try to feel what you feel.
These brands are taking some meaningful inclusive actions but it is inconsistent across components and identities. They are more nascent in their inclusivity journey but deliver some impactful efforts. - Tier 4 — Thinks inclusive: I try to think like you do.
Brands in this category show promise of inclusive action. However, efforts have yet to fully materialize, and they have significant room for improvement.
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