The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

For younger generations, traditional notions of gender and beauty are considered more or less outdated. In order to meet changing expectations, Sephora has integrated imperfection and individuality into its narrative with a campaign showcasing the confusing path to self-acceptance.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

"The Fenty Effect" has put pressure on established beauty brands to better cater to minority consumers – but true inclusivity means going beyond shade ranges. Recognizing that different types of skin require different types of care, UOMA Beauty’s products address diverse needs.