Shoppers demanded more from the beauty industry. These brands listened.
Beauty aisles and counters have undergone a dramatic makeover. A decade ago, the selection of cosmetics, skin and hair care was largely driven by a small group of manufacturers and the industry’s history of perpetuating blond, European women as the faces of beauty.
But in the past ten years — and in the past year, especially — a shift to creating products that are inclusive of the diverse population of America has radically transformed the beauty space as we’ve come to know it. This is why Yahoo Lifestyle is thrilled to announce our second annual Diversity in Beauty Awards (the DIBs), which highlights the personalities, brands, and products that embody inclusiveness and innovation.
The leaders of this movement? None other than the shoppers.
Frustrated with wasting money on hair care that doesn’t live up to its promises, mixing multiple foundations just to find the perfect match, or engaging with campaigns that paint one image of beauty as being superior to others, consumers are no longer remaining silent or settling. Social media has given them a platform to call brands out for their shortcomings, and communicate that they will spend their hard-earned dollars only on products that truly fit their needs.
Industry insiders refer to this seismic shift as the “Fenty Beauty effect,” linking it to the groundbreaking launch of Rihanna‘s beauty line in 2017, when the singer-turned-cosmetics mogul unveiled a 40-shade foundation range that reflected her rainbow of fans and followers.
Ginger King, the founder of cosmetic product development company Grace Kingdom Beauty, believes Rihanna’s connection with beauty lovers contributes to the brand’s success. “With her celebrity status and that kind of drive, you have people saying, ‘Yeah, we have been waiting a long time for this. Finally, someone has spoken up for us’,” explains King.
Tellingly, it was Fenty Beauty’s darker shades that sold out first.
The dark Fenty Beauty foundation shades are sold out everywhere! This is for all the makeup brands who think the dark shades won't sell well pic.twitter.com/JDKddaMa5r
— Affinity Magazine (@TheAffinityMag) September 10, 2017
There have been brands, including Iman Cosmetics, Bobbi Brown, and NARS, that have always offered a wide scope of makeup for different skin tones. But many brands have — and still — create eight or 16-shade foundation ranges with an average of two deeper hues in the collection.
The financial impact of women of color shouldn’t be overlooked. African-American consumers are still buying into beauty more than any other ethnic group. In 2017, “black shoppers spent $473 million in total hair care (a $4.2 billion industry) and made other significant investments in personal appearance products, such as grooming aids ($127 million out of $889 million) and skin care preparations ($465 million out of $3 billion),” according to a recent Nielsen report.
For the 2018 Diversity in Beauty Awards, Yahoo Lifestyle’s editors collaborated with six experts who champion diversity in their careers and cover all bases of the beauty industry to vote on the best in makeup, skin care, hair care, and more. Judges include celebrity hairstylist Vernon François, wellness advocate and personal trainer Massy Arias, beauty vlogger Ellarie, cosmetic chemist Ginger King, celebrity makeup artist Joanna Simkin, and Beauty Director Dana Oliver of Yahoo Lifestyle.
A Diversity in Beauty Awards seal is awarded to winners in 16 categories, including the Influencer for Change award to beauty king Patrick Starr, Beauty Campaign With a Powerful Message award to CoverFX for their thought-provoking “Nude Is Not Beige” campaign, and awards for Best Inclusive Foundation and Best Beauty App.
Without further ado, here is the full list of 2018 Diversity in Beauty Award nominees and winners.
Beauty Campaigns With Powerful Messages
Social Media Campaigns
Beauty Chameleon
Influencer for Change
Model-Activist
Best Beauty App
Best Inclusive Foundation
Best Inclusive Hair Care
Best Inclusive Skin Care
Best Affordable Makeup
Sunscreens for All
Men’s Grooming That Makes Sense
Best Green Beauty Product
Best Acne/Hyperpigmentation Product
Best Skincare Tool
Best Fragrance
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Diversity in Beauty Awards: The judges
Our team of editors collaborated with six experts who champion diversity in their careers and cover all bases of the beauty industry to vote on the best in makeup, skin care, hair care, and more. Judges include celebrity hairstylist Vernon François, wellness advocate and personal trainer Massy Arias, beauty vlogger Ellarie, cosmetic chemist Ginger King, celebrity makeup artist Joanna Simkin, and Beauty Director Dana Oliver of Yahoo Lifestyle. (Art by Quinn Lemmers for Yahoo Lifestyle)
Diversity in Beauty Awards
The makeup categories include Inclusive Foundation, Affordable Makeup Lines, and Best Beauty App. (Art by Quinn Lemmers for Yahoo Lifestyle)
Inclusive Foundation
Thanks to advancements in technology and formulation, more brands are expanding their foundation range to include diverse shades. (Art by Quinn Lemmers for Yahoo Lifestyle)
Inclusive Foundation Nominees
Fenty Beauty, Marc Jacobs Beauty, NARS, and Bobbi Brown. (Art by Quinn Lemmers for Yahoo Lifestyle)
Inclusive Foundation Winner: Fenty Beauty
Rihanna not only started her line with 40 shades; the formula is oil-free and extremely innovative, with climate-adaptive technology that’s humidity resistant, sweat-proof, and won’t clog pores. (Art by Quinn Lemmers for Yahoo Lifestyle)
Affordable Makeup Lines
Buying quality makeup shouldn’t cost you a fortune! (Art by Quinn Lemmers for Yahoo Lifestyle)
Affordable Makeup Lines Nominees
Maybelline, NYX, Makeup Revolution, and Colourpop. (Art by Quinn Lemmers for Yahoo Lifestyle)
Affordable Makeup Line Winner: Colourpop
The brand’s intention was to make neutrals for every skin tone that can be used to create everyday looks with a few surprise pops of color — and they accomplished just that. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Beauty App
Mobile apps make it easy to stay on top of all things beauty with just a swipe of your fingertip. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Beauty App Nominees
Benefit Cosmetics Brow Try-On, Sweat, Headspace, and Stop, Breathe & Think. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Beauty App Winner: Benefit Cosmetics Brow Try-On
As the saying goes, “Eyebrows aren’t twins; they’re sisters.” This fun and playful app makes it easy for anyone to get their best brows ever, allowing users to upload a selfie and try on different brow shapes and colors. (Art by Quinn Lemmers for Yahoo Lifestyle)
Diversity in Beauty Awards
The Beauty Big Shots categories include: Beauty Chameleon, Influencers for Change, and Model-Activist. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Chameleon
The crop of celebrities who inspire us with their ever-evolving looks. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Chameleon Nominees
Cardi B, Issa Rae, Bella Thorne, and Jaden Smith. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Chameleon Winner: Issa Rae
Thanks to Rae and natural-hair guru Felicia Leatherwood, girls and women with kinky, curly, and wavy hair have been inspired to explore the limitless possibilities their textured tresses. (Art by Quinn Lemmers for Yahoo Lifestyle)
Influencers for Change
These individuals use their position and power to represent the voices of the overlooked and unheard. (Art by Quinn Lemmers for Yahoo Lifestyle)
Influencers for Change Nominees
Monica Style Muse, Patrick Starrr, Leah Vernon, and Tyler Ford. (Art by Quinn Lemmers for Yahoo Lifestyle)
Influencers for Change Winner: Patrick Starrr
Starr went from playing with his mother’s cosmetics to applying Kim Kardashian’s makeup and creating his own line of products with MAC. As an anti-bullying advocate, he’s given beauty boys and girls a hero. (Art by Quinn Lemmers for Yahoo Lifestyle)
Model-Activist
A model who uses his or her runway star power for good. (Art by Quinn Lemmers for Yahoo Lifestyle)
Model-Activist Nominees
Aaron Phillip, Tess Holliday, Ericka Hart, and Cameron Russell. (Art by Quinn Lemmers for Yahoo Lifestyle)
Model-Activist Winner: Tess Holliday
Holliday is many things: mother, wife, author, plus-size model, and body-positive activist, just to name a few. And as the founder of the #effyourbeautystandards movement, she is a fierce example of how to love yourself wholly. (Art by Quinn Lemmers for Yahoo Lifestyle)
Diversity in Beauty Awards
The skin care categories include: Most Inclusive Skin Care, Sunscreens for All, Men’s Grooming That Makes Sense, Best Green Beauty Products, and Best Acne/Hyperpigmentation Skin Care. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Skin Care
As society evolves to become more diverse, more brands are taking notice and evolving their lines. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Skin Care Nominees
Yes to, Urban Skin RX, Demalogica, and Philosophy. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Skin Care Winner: Yes to Tomatoes Detoxifying Charcoal 2-in-1 Scrub and Cleanser Stick
It’s the first natural charcoal 2-in-1 scrub, formulated with charcoal powder to remove impurities and excess oil, plus tomato extract to help clear up blemishes. Bonus points for the convenient stick form, which is totally travel-friendly. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Green Beauty Products
Brands are listening and responding to the needs and concerns of customers seeking natural and nontoxic products. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Green Beauty Product Nominees
Alba Botanics, Bite Beauty, Juice Beauty, and Biossance. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Green Beauty Product Winner: Biossance Squalane + Phyto-Retinol Serum
This contains an ingredient called bakuchiol, a plant-derived retinol alternative that gives the same results as retinol without the irritation, so it’s great for all skin types and tones. (Art by Quinn Lemmers for Yahoo Lifestyle)
Men’s Grooming
The fellas deserve extra TLC, and amazing skin care products and tools as well. (Art by Quinn Lemmers for Yahoo Lifestyle)
Men’s Grooming Nominees
BYRD, Redken Brews, Harry’s, and Scotch Porter. (Art by Quinn Lemmers for Yahoo Lifestyle)
Men’s Grooming Winner: Scotch Porter
It’s no surprise this brand has gained a cult following for its grooming products, which address everything guys care about — from shaving creams to beard combs. An added plus: The packaging is simple and straightforward. (Art by Quinn Lemmers for Yahoo Lifestyle)
Sunscreens for All
Because not all sunscreen is created equal! (Art by Quinn Lemmers for Yahoo Lifestyle)
Sunscreens for All Nominees
Glossier, Colorscience, Farmacy, and Supergoop. (Art by Quinn Lemmers for Yahoo Lifestyle)
Sunscreen for All Winner: Farmacy Green Screen Daily Environmental Protector
It goes on silky when applied to freshly cleaned skin and dissolves within seconds without making you feel sticky or greasy. Unlike most mineral sunscreens, this formula doesn’t leave behind gray streaks, dry out your skin, or cake up after reapplication. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Acne/Hyperpigmentation Skin Care
No one likes acne, but not every brand gets acne skin care right. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Acne/Hyperpigmentation Skin Care Nominees
Dior, Glossier, Cane + Austin, Biologique Recherche. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Acne/Hyperpigmentation Skin Care Winner: Glossier Solution
This chemical exfoliant was a major hit with the beauty editors at Yahoo Lifestyle, clearing up breakouts and rendering their complexions, from light to dark, smoother and brighter. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Skincare Tool
Gadgets that make our beauty routines simple and stress-free. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Skincare Tool Nominees
Nu Skin, iDerma, Homedics, and Michael Todd. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Skincare Tool Winner: Michael Todd SonicSmooth
Sonicsmooth’s sonic energy (258 movements per second), combined with its specially designed Safety Edge, are what make this exfoliation and hair removal system safe and effective for home use for all skin tones and types. (Art by Quinn Lemmers for Yahoo Lifestyle)
Diversity in Beauty Awards
The Beauty Campaigns include: Beauty Campaigns with a Powerful Message and Social Media Campaigns. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Campaigns With a Powerful Message
Brands and personalities are getting a much-needed makeover with campaigns that embody diversity. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Campaigns With a Powerful Message Nominees
Fenty Beauty, Revlon, CoverFX, and Pantene. (Art by Quinn Lemmers for Yahoo Lifestyle)
Beauty Campaigns With a Powerful Message Winner: CoverFX “Nude is Not Beige”
In highlighting its 40-shade Natural Finish Foundation range, CoverFX debunked the age-old myth that the term “nude” represents women of all skin tones and acknowledged that every person should be able to find their perfect makeup match. (Art by Quinn Lemmers for Yahoo Lifestyle)
Social Media Campaigns
You can’t deny the power of a hash tag. (Art by Quinn Lemmers for Yahoo Lifestyle)
Social Media Campaign Nominees
Glossier, P&G All Women Project x Barbour, and Be Cool Be Nice. (Art by Quinn Lemmers for Yahoo Lifestyle)
Social Media Campaign Winner: P&G #LoveOverBias
The ad, inspired by the real-life struggles of two Olympians — free-skier Gus Kenworthy and bobsledder Kehri Jones — to overcome sexual and racial prejudices, highlights a mother’s role in an athlete’s journey and is almost guaranteed to bring on the waterworks. (Art by Quinn Lemmers for Yahoo Lifestyle)
Diversity in Beauty Awards
The body categories include: Most Inclusive Hair Brand and Best Fragrance. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Hair Brand
These brands are leading the charge in creating products for everyone. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Fragrance Nominees
KKW, Glossier, Jo Malone, and Tom Ford. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Hair Brand Nominees
Kristen Ess, OGX, Vernon François, and Briogeo. (Art by Quinn Lemmers for Yahoo Lifestyle)
Most Inclusive Hair Brand Winner: Vernon François
The celebrity hairstylist behind ’dos worn by Lupita Nyong’o, Solange, and more natural-haired beauties has created a hair care line that caters to curls, coils, locs, and waves. It’s a prestigious line you can find at your local Sephora or shop for online, and the prices won’t hurt your bank account. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Fragrance
These fragrance brands aren’t being confined to outdated sensory labels. (Art by Quinn Lemmers for Yahoo Lifestyle)
Best Fragrance Winner: Tom Ford F***ing Fabulous
Just as the name suggests, people can’t get enough of this intoxicating scent. Packaged in a luxury leather-textured atomizer, its key notes include clary sage, almond bitter oil, leather accord, and cashmere. (Art by Quinn Lemmers for Yahoo Lifestyle)
