CTZN Cosmetics has launched its inclusive make-up brand promising the right shade of nude lipstick for everyone. This is yet another sign of how cosmetic brands are fulfilling the need to cater to previously unaddressed demographic groups. We explore the insights behind this and how CTZN is catering to diversity needs.
CTZN Cosmetics has launched to change the beauty industry paradigm. With a 25-shade range of nude lipsticks, it wants to ensure every person finds their perfect match. Offering makeup suitable for racial minorities and diverse skin tones, the website includes a three-step process to find the ideal shade. Using male, female and non-gender specific models, they are also from a wide variety of ethnic backgrounds, including a woman in a hijab. "With CTZN Cosmetics, we truly aim to redefine the meaning of 'make-up for all' by catering to everyone," says co-founder and Head of Operations Aleezeh Khan.
Primarily catering to white women, the world of cosmetics hasn’t historically been inclusive; but change is afoot. CTZN is not the first brand to challenge the status quo, Fenty Beautyhas opened up the market to be more inclusive with its 40 shades of foundation and Kosas promises to make a lipstick to suit every woman. With biological gender labels and roles becoming more fluid, 56% of Gen Z report knowing someone who goes by gender-neutral pronouns. In turn, men are a growing audience for beauty and cosmetics brands, such as Maybelline, which embraced a male ambassador in 2017.
Lucía Landa is the intern at Canvas8. She holds a BSc in Psychology and is currently working towards an MA degree in Advertising, Branding and Communication. Passionate about human behaviour, she can often be found sitting in a cafe with friends or walking by the river chasing the sunlight, most likely people-watching and thinking about the lives of strangers walking by.
