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5 Brands That Are Changing the Way We See Beauty
Inclusive, diverse and unfiltered: the dialogue on beauty is finally changing and these brands are here for it
For as long as advertising became part of the biz, it’s made use of one very sneaky little trigger. Fashion, beauty, lifestyle—industries, with the aid of these catchy ad campaigns, have long played into one thing: self-esteem. It is what brands have long used to leverage what they have to offer; in the process, they tell young, impressionable girls to aim for unrealistic beauty standards and a way of life that only very few can experience. The rest who can’t, meanwhile, bend over backwards trying to get a taste of it anyway.
Brands don't exist to merely sell clothes and shoes or lipstick and eye cream. They got in it for the business of self-esteem, self-confidence and self-image. But it’s time for a grand overhaul—one that’s long overdue—and the brands in this tribute are all for it. Ahead, five fashion and beauty brands that have decided to steer the dialogue on beauty in a better direction.
“Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them,” the brand shared on their YouTube page. “With the #MyBeautyMySay campaign, we feature stories of amazing women who stood up for their own beauty.” This is just one of the many instances (that’s gone viral, too) where the personal care brand got real about real beauty. Its mission now is to help break the beauty mold as it invites women to embrace their authentic selves. Needless to say, Dove has been succeeding.
#2: River Island
British high street label River Island has gone from talking solely about trends and launching campaigns that barely skimmed the surface to getting behind something the fashion industry desperately needs: positive representation and inclusivity. The “Labels Are for Clothes” campaign for fall this year features various body types and abilities. Netizens praise it for “rejecting stereotypes and championing self-expression.”
#3: Fenty Beauty
It’s difficult to imagine that in 2017, makeup for deeper, darker skin colors were still near impossible to come by…and then came Rihanna’s Fenty Beauty. Launching 40 shades of foundation wasn’t at all revolutionary, but in the beauty arena, it hadn’t been done yet. The reactions of an audience just waiting for this moment to come were staggering. “I never could have anticipated the emotional connection that women are having with the products and the brand as a whole,” Rihanna told Time. “Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.”
Fenty Beauty today continues not only to challenge but humor traditional beauty standards.
Photoshop has a lot to do with unattainable beauty ideals perpetuated by brands, the media and agencies alike. So naturally, when intimates brand Aerie decided to stand on the side of real beauty, they started by boycotting photo retouching. The #AerieREAL campaign is all about girl power and body positivity.
As buzzy and impressive the “gender clothing with a conscience” tagline is, what’s more impressive is the purpose and mission of this clothing brand. CHNGE is an outlet, a platform and a safe space for honest dialogue.
Indeed, there is beauty in everybody and every body. There is space in the dialogue for all races, faces, ages and the entire spectrum of gender as these brands prove. The hope is that many more will follow suit.