Inclusive Beauty Brands Grew 1.8 Times Faster Than Less Inclusive Brands in 2025

How did the beauty industry fare in terms of diverse representation in 2025?

According to SeeMe’s annual Inclusivity Index assessing the efforts of more than 200 brands, results were a mixed bag.

Of that pool, 32 brands — or 16 percent — measured as “Certified Inclusive,” meaning they consistently represented diverse communities via brand and creator ads; their websites, and their brand purpose, in meaningful ways. Those included Selena Gomez’s Rare Beauty; E.l.f. Beauty; Charlotte Tilbury; Gillette; NYX Professional Makeup, Sol de Janeiro, and more.

Joint data from SeeMe and market research firm Circana showed that in 2025, “Certified Inclusive” brands grew 1.8 times faster in sales than their less inclusive counterparts, increasing 2.7 percent versus 1.5 percent and indicating that diversity can indeed be a competitive advantage.

Zooming out, some of the wins measured across the full pool of brands included incremental gains in on-screen representation of plus-size talent, 55-plus talent and nonwhite talent (though representation of the former two cohorts, respectively, still hasn’t reached 7 percent of screen time).

Colorism remains a significant shortcoming, with talent with deep skin tones receiving less than 25 percent of screen time. Representation of gender nonconforming talent, meanwhile, actually decreased to 0.7 percent of screen time, versus 1.5 percent during the two years prior.

In ads and content across the brands measured, roughly 42 percent of talent was known or perceived to be white. Sixty-eight percent were 29 years old or younger. Eighty-nine percent presented as female, and 50 percent had straight hair. And in all beauty categories (cosmetics, fragrance, hair, skin care and men’s, respectively), white talent was the most represented racial group.

Hispanic and Latin talent is most prominent in hair care, making up roughly 32 percent of talent featured. East and Southeast Asian talent is most represented in skin care, while Black talent is most prominent in men’s as well as what SeeMe categorizes as “brand purpose” content, or content which aims to depict a brand’s identity and values versus its products and functionality per se.

Notable brands by Latin representation included Garnier, Ceremonia, E.l.f. Beauty and Rare Beauty. Meanwhile, Gillette, Oribe, Clarins and Eadem were standouts in terms of Asian American and Pacific Islander representation. Black talent was most prominent in ads by Topicals, Dove, Vaseline and Danessa Myricks Beauty.

Gen X consumers were most represented by Naomi Watts’ Stripes, Vichy Laboratories, By/Rosie Jane and Laura Geller, and Baby Boomers, by L’Oréal Paris, MAC Cosmetics, Davines and Paula’s Choice.

Here, the 10 most inclusive beauty brands of 2025, as measured by SeeMe’s proprietary Inclusivity Index IQ scores.

1. Rare Beauty: 270

2. Haus Labs by Lady Gaga: 268

3. MAC Cosmetics: 268

4. Danessa Myricks Beauty: 258

5. Lancôme: 257

6. Dove: 242

7. Gillette: 239

8. Pattern Beauty: 239

9. Sephora: 235

10. Fenty Beauty: 235