Beyond Light, Medium, and Dark: Diversity and Inclusivity in the Makeup and Beauty Industries

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Beyond Light, Medium, and Dark: Diversity and Inclusivity in the Beyond Light, Medium, and Dark: Diversity and Inclusivity in the

Makeup and Beauty Industries Makeup and Beauty Industries

Adrienne Werle

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BEYOND LIGHT, MEDIUM, AND DARK:

DIVERSITY AND INCLUSIVITY IN THE MAKEUP AND BEAUTY INDUSTRIES

A Capstone Project Presented in Partial Fulfillment

of the Requirements for the Degree Bachelor of Science

with Honors College Graduate Distinction at

Western Kentucky University

Adrienne E. Werle

December 2019

*****

CE/T Committee:

Kristina Gamble

Dr. Peggy Crowe

Siera Bramschreiber

Adrienne E. Werle

2019

ACKNOWLEDGEMENTS

I would like to thank my committee members Kristina Gamble and Dr. Peggy

Crowe for their time, effort, interest, and feedback throughout this project. I would

especially like to thank Siera Bramschreiber for helping me navigate the Honors College

and all of the obstacles I have faced while creating this Capstone Experience/Thesis

project. I would also like to thank Ms. Angie Link and the Intercultural Student

Engagement Center for allowing me to use the gallery space and helping me coordinate

my gallery event. I am thankful for all 10 women who shared their experiences and

modeled for portraits in order to make this project possible. I also appreciate the Honors

College for working with my tight timeline and for awarding me the Honors

Development Grant which allowed me to purchase supplies that were necessary for the

gallery. Finally, and most importantly, I would like to thank my parents, Anthony and

DeAnna Werle, and Billy for their never-ending love and support.

ABSTRACT

The goal of this project is to promote diversity within beauty and continue the

push for representation and inclusivity. I conducted research on the history of makeup in

America during the 1900s and studied how the makeup industry has evolved into what it

is today. Rihanna’s launch of Fenty Beauty in 2017 was seen as the start of a new era,

challenging beauty brands to be more inclusive. As Fenty created a new industry standard

of 40 shades, many other brands followed suit. I then compared my findings with the

experiences of real women in my community. I interviewed 10 diverse women about

their experiences with makeup and their opinions on beauty. I then photographed these 10

women in their most confident makeup looks. I created a walk-through portrait gallery

with these photos to showcase the beauty of diversity, and through sharing their

experiences I want to encourage inclusivity and representation in the makeup and beauty

industries.

VITA

EDUCATION

Western Kentucky University, Bowling Green, KY December 2019

B.S. in Biology – Mahurin Honors College Graduate

Honors Capstone: “Beyond Light, Medium, and Dark: Diversity

and Inclusivity in the Makeup and Beauty Industries”

Louisville Male High School May 2016

Valedictorian

AWARDS & HONORS

Cum Laude, WKU, 2019

President’s List, WKU, May 2019

Dean’s List, WKU, December 2017-May 2019

Honors Development Grant

College Heights Foundation Scholarship

Ogden Support Scholarship

PROFESSIONAL MEMBERSHIPS

Alpha Epsilon Delta (AED) National Pre-Health Professions Honors Society

Kentucky Board of Pharmacy – Pharmacy Technician License

PROFESSIONAL EXPERIENCE

CVS Pharmacy, Bowling Green, KY October 2017 – Present

Pharmacy Technician

vii

CONTENTS

Acknowledgements……………………………………………………………………….iv

Abstract……………………………………………………………………………………v

Vita……………………………………………………………………………………….vi

Contents………………………………………………………………………………….vii

List of Figures…………………………………………………………………………...viii

Introduction……………………………………………………………….……………….1

A History of Makeup America: 1900s………..…………………………………………...3

The “Fenty Effect” ………………………………………………………………………..6

The Gallery………………………………………………………………………………10

Rosa………………………………………………………………………………12

Dejah……………………………………………………………………………..14

Alexis…………………………………………………………………………….16

Shawndrielle……………………………………………………………………..18

Rushika…………………………………………………………………………..19

Jarie………………………………………………………………………………21

Olivia…………………………………………………………………………….22

Dhay……………………………………………………………………………...24

Reina……………………………………………………………………………..26

Stephanie…………………………………………………………………………28

Conclusion……………………………………………………………………………….30

References…………………………………………………………………………….….31

Appendix A………………………………………………………………………………33

viii

LIST OF FIGURES

Figure 1 Fenty Beauty's 40 foundation shades versus Make Up For Ever's 40 shades ..... 8

Figure 2 Comparison of lightness values of each shade in both collections ...................... 9

Figure 3 All 50 shades currently available in Fenty Beauty's Pro Filt'r Foundation ....... 11

Figure 4 Rosa ................................................................................................................... 14

Figure 5 Dejah .................................................................................................................. 16

Figure 6 Alexis ................................................................................................................. 18

Figure 7 Shawndrielle ...................................................................................................... 20

Figure 8 Rushika. ............................................................................................................. 22

Figure 9 Jarie .................................................................................................................... 24

Figure 10 Olivia ............................................................................................................... 26

Figure 11 Dhay................................................................................................................. 28

Figure 12 Reina ................................................................................................................ 30

Figure 13 Stephanie ......................................................................................................... 32

INTRODUCTION

For decades, the makeup industry was predominately geared towards Caucasians,

with products such as foundation and concealer only available in a limited shade range of

light and tan tones. When singer Rihanna launched Fenty Beauty in September 2017, the

makeup line featured 40 shades of foundation, ranging from fair to deep dark, and

challenged other makeup brands to create collections that were more inclusive to all skin

tones. This has since created a shift in the beauty industry towards inclusivity and

diversity of all races, genders, ages, and sizes.

The goal of this project is to raise awareness about diversity in makeup and

beauty as well as to tell the personal beauty stories of several individuals. Many people of

color have struggled to find makeup products that are suitable for their skin tone.

Through presenting these experiences, I hope to educate others about diversity within the

beauty industry and continue promoting inclusion.

This project included several challenges. Because this project explores an aspect

of pop culture, there is not a lot of current research and literature regarding diversity and

inclusivity specifically within the beauty industry. As a result, most of my research and

information was pulled from non-traditional sources. Examples of these sources include

social media, online and printed advertisements for makeup and beauty products, and

online beauty magazine articles. Because Rihanna’s launch of Fenty Beauty in 2017

marked the start of this beauty revolution, I will use the ideology and aesthetic of this

brand as inspiration for this project.

The first part of this project involved research on the history of makeup in

American society. It includes the story of how makeup has become a part of everyday life

and a look into the demand for cosmetics for darker skin tones in the 1900s. I then

explore the recent surge of inclusivity within the makeup industry, in the form of new

extensive shade ranges and representation of diversity in marketing and advertising.

The second part of this project is a photo gallery of portraits of 10 women of

different ages, races, and backgrounds. I interviewed these 10 diverse women about their

experiences with makeup and beauty and analyzed these interviews for common themes

and similar occurrences. I then created a walk-through gallery in the Intercultural Student

Engagement Center in DSU at WKU in order to highlight the individual beauty of each

woman, and to share each story with the public in hopes of promoting diversity and

inclusivity.

A HISTORY OF MAKEUP IN AMERICA: 1900s

Though the use of cosmetics dates back to ancient times, the practice gained

popularity in the United States in the 1900s with the foundation of Maybelline and Max

Factor. Maybelline was founded in 1915 by chemist Thomas Williams, who created a

product for his sister to darken her eyelashes and brows (Maybelline, 2018). Max Factor,

a Polish immigrant and stylist for Hollywood actors, was known for creating cosmetic

products to use on screen. He launched a cosmetics line of eyeshadows and brow pencils

in 1916, hoping to help all women feel more glamorous (Max Factor, 2019). In 1920,

Max Factor created the first modern foundation and coined the term “make-up,”

furthering the transition of cosmetics products from on screen into everyday use.

With cosmetics products being mass produced and available in drug stores for the

first time, the industry took off. However, these products were only being produced for

and marketed to wealthy white women. With the United States still experiencing

segregation and racial oppression, films and beauty advertisements featured only white

actors and models. Despite the fact that women of color were not presented in

mainstream media at the time, there was still a demand for darker cosmetics. Chicago’s

official cultural historian, Tim Samuelson, claims that black women in the early 1900s

did not have access to cosmetic products. “Large department stores – they’re not going to

stock for people of color” (Nittle, 2018). This led to the creation of a niche market, with a

handful of companies creating makeup specifically for black women.

Lawyer and chemist Anthony Overton recognized the lack of cosmetics for

women of color and created a “high-brown” face powder in the early 1900s. (Nittle,

2018). Morton Neumann, also a chemist, knew that cosmetic companies marginalized

black clients and created Valmor’s Sweet Georgia Brown face powder in 1926. (Nittle,

2018). In 1935, Lucky Heart Laboratories was launched Jewish chemist Morris Shapiro.

Lucky Heart Cosmetics advertised that their products were not available in stores and

could only be purchased from sales representatives. This was due to department store

racism and segregation, which prohibited black customers and products (Nittle, 2018).

These brands relied on community members to serve as sales representatives to promote

their products.

In the 1940s to the 1960s, social reforms such as the civil rights movement led to

desegregation as well as social and economic mobility for African Americans. Low-

income families, people of color, and women gradually gained access to more resources

during this time. As makeup counters became desegregated, companies such as

Maybelline began competing for customers of color (Nittle, 2018). In 1961, Avon began

featuring black models in its Ebony magazine advertisements (Walker, 2007). In 1973,

Johnson Publishing launched Fashion Fair Cosmetics after 15 years of running the Ebony

Fashion Fair fashion show featuring black models and designers. However, finding

appropriate makeup for the models was a challenge. CEO John Johnson and his wife

approached major cosmetic companies like Revlon about creating cosmetic products to

better serve women of color, but they declined (Ingham & Feldman, 1994). So, the

Johnsons decided to create their own makeup brand, and Fashion Fair Cosmetics was

born.

While the makeup industry was slowly expanding to include women of color, the

cosmetic needs of these ladies were still not being met. “There have been myths about

how we engage with makeup and what kind of makeup. They never thought of us as part

of that conversation. But if you speak to any woman of color, her parents and

grandparents, there was never a time where we didn’t wear makeup,” stated Desiree Reid,

general manager of Impala Inc., which is the parent company of several makeup brands

(Nittle, 2018).

Despite being rejected by major manufactures, the Johnsons were determined to

make Fashion Fair Cosmetics an upscale brand. They approached large department stores

such as Bloomindale’s and Dillard’s about stocking their cosmetics, and by the late

1980s, Fashion Fair could be purchased in over 1,500 stores (Nittle, 2018). In recent

years, the company has not been doing well, as its parent company Johnson Publishing

filed for bankruptcy in April 2019 (Larson, 2019). However, according to makeup artist

Zarielle Washington, many women of color remember wearing Fashion Fair Cosmetics

and consider the brand as the first modern cosmetics line for women of color (Nittle,

2018).

In the 1990s, supermodel Iman noticed that all women of color – African

Americans, Latinas, and Asians – were being overlooked by the cosmetics industry. She

responded by creating her own makeup line, IMAN Cosmetics, in 1994. The brand

“works to meet the skincare needs in African-American and multi-cultural makeup that

other companies were lacking” (IMAN, 2019). IMAN Cosmetics can still be found at

select Target, Walmart, and Walgreens stores.

The creation of these cosmetics brands geared specifically towards women of

color reveal that there was a long-lasting market for those products. However, major

makeup companies overlooked these women for decades. It was not until recently that the

beauty industry has finally made strides in the right direction. With makeup brands

becoming more diverse and offering more shades than ever, it is important to look at the

makeup launch that started the push for inclusivity.

THE “FENTY EFFECT”

In September 2017, singer Rihanna launched Fenty Beauty, which included a line

of Pro Filt’r Foundation with 40 shades ranging from fair to deep dark. She was inspired

to create this brand after seeing a void in the makeup industry for products that performed

well across all skin tones and types (Rihanna, 2019). This launch focused on hard to

match skin tones, pinpointing universal shades, and creating formulas for all skin types,

“so that women everywhere would be included” (Rihanna, 2019). Fenty’s foundation

product was so revolutionary that it made Time’s Best Inventions of 2017 list (Time,

2017). This launch was well-received, earning a reported $100 million in sales in its first

few weeks (Robehmed, 2019). The initial launch of 40 shades, the darkest of which was

the first to sell out, was unprecedented. Many brands have launched an initial set of

shades and then created shade extensions later on, which seems to suggest that people

with darker skin tones are an afterthought. Fenty’s vast range of initial shades was seen as

inclusive to women and men of all skin colors and skin types. The attention and

excitement Rihanna received from this launch was termed the “Fenty Effect” (Saputo,

2019), and challenged other makeup brands to be more inclusive to all skin tones.

Other makeup brands have since responded positively to the “Fenty Effect” by

expanding their own makeup lines. In May 2018, the creative director of Revlon, Linda

Wells, announced the launch of a new line called Flesh that would feature 40 shades of

foundation. In June 2018, CoverGirl launched TrueBlend Matte Made liquid foundation

in 40 shades. Other brands, such as Dior and CoverFX also launched foundation lines in

summer 2018 featuring 40 shades. This goes to show that Fenty Beauty has created a new

“industry standard” of 40 shades.

Despite all of Fenty’s success, they were not the first makeup brand to feature an

extensive shade range. M.A.C. already had 43 shades of Pro Longwear Foundation,

Maybelline’s Fit Me line had featured 40 shades since May 2017, and Make Up For Ever

launched 40 shades of Ultra HD foundation in 2015 (Rodulfo, 2018). Shortly after

Fenty’s launch, Make Up For Ever seemed to call out the new brand in an Instagram post,

stating that 40 shades were “nothing new” to them. Rihanna responded by commenting

“lol. still ashy” on the post, implying that Make Up For Ever’s product was lacking in

range and made people of color appear gray, or “ashy” (Li, 2018).

The Pudding, a digital publication that debates ideas within pop culture,

collaborated with researcher Jason Li to test the validity of this comeback in a 2018

visual essay. In order to measure inclusivity in the foundation lines, Li recorded the

hexadecimal color code used to represent each shade on both brands’ websites.

Figure 1 A depiction of Fenty Beauty's 40 foundation shades versus Make Up For Ever's

40 shades. (Image by Jason Li, 2018)

Using Photoshop, the lightness values were extracted from each shade. These

lightness values were then plotted to see whether the brand catered towards lighter or

darker skin tones. By comparing the number of shades within each lightness range, we

can see which skin tones are being catered to by each brand.

Figure 2 Comparison of lightness values of each shade in both collections. (Image by

Jason Li, 2018)

It is evident that Fenty’s foundation shades are evenly distributed and support a

greater range of skin tones, with shades available on the lightest and darkest ends of the

spectrum. In contrast, Make Up For Ever’s shades cater to light and tan tones, with 31 of

the 40 shades falling into the 60-90 lightness range (Li, 2019). With only a few dark

shades available, Make Up For Ever has not reached the richness or extensiveness of

Fenty’s shades.

This study reveals that having an extensive shade range alone does not make a

brand diverse or inclusive. Equally as important is the distribution of those shades and

presence of different undertones. Meeting the new 40 shade standard means very little if

35 of those shades are light and medium. The diverse range of shades available in Fenty’s

collection is one reason why the brand has been so successful. In January 2019, Fenty

Beauty announced that 10 additional shades of foundation would be added to the

collection, now totaling 50 inclusive shades.

It is also notable that the launch of Fenty Beauty included a campaign trailer,

“Beauty for All,” which was praised for its representation of diversity and inclusivity.

Sandy Saputo, the chief marketing officer at Kendo Brands, which includes Fenty

Beauty, stated that Rihanna made it clear that no one was to be excluded. The approach to

inclusion marketing was about showing, not telling. The word “inclusive” was never used

in the company’s messaging. Rather, the company focused on sharing authentic stories

that are meaningful to the consumers (Saputo, 2019). This campaign marked a

breakthrough in the representation of beauty by including models of all races, cultures,

skin types, and sizes. “Beauty for All” has been further exemplified on Fenty’s social

media platforms, which prominently feature models of color. It is important for makeup

brands to include representation of people of color in their marketing and advertising

campaigns. In order to be successful, brands must represent their target audience. Many

brands have been criticized for launching extended shade ranges, but then failing to

represent the darker shades on social media and in their advertising. For some brands, it

seems that diversity is just a bandwagon marketing tool, but for brands like Fenty Beauty,

diversity and inclusion are at the core of the brands’ values.

Figure 3 Beauty For All: A depiction of all 50 shades currently available in Fenty

Beauty's Pro Filt'r Foundation. (Image by Saputo, 2019.)

THE GALLERY

With an understanding of the existing research, I felt it was important to compare

these findings with the experiences of people in my community who wear makeup.

Through personal references and social media outreach, I selected 10 people of different

races, ethnicities, ages, sizes, and backgrounds to participate in this project. Although I

was open to including men and all genders in this project, the interest I received came

from only women. I interviewed 10 diverse women about their experiences with makeup

and asked them to share their personal feelings about beauty. Among these 10 unique

women, I noticed common themes relating to shade-matching, discrimination, and beauty

on the inside.

I was not surprised to hear that all 10 women have struggled to find their

foundation shade before. Some felt that until recently, makeup brands were not making a

shade for their skin tone at all. Others felt that their shade may have been available but

noticed that stores were not keeping the darker shades stocked. Additionally, many of the

women mentioned that they have found products that match the base tone of their skin,

but the undertones of the product were incorrect, causing their complexion to appear

unnatural.

After being unable to find their shade on their own, several of the women I spoke

with turned to professionals for help. Many makeup counters and beauty stores, such as

M.A.C., Sephora, and Ulta offer professional color-matching services. Of the five ladies

who used these services, three of them reported being color-matched incorrectly with

shades that were too light for them. This reveals that despite recent efforts to create more

shades for people of color, makeup artists and employees lack the proper education and

experience to correctly match these skin tones.

Additionally, 4 of the 10 women have felt personally discriminated against in

regard to beauty. They feel as though they are being held to a different standard of beauty

because of their race or ethnicity. One woman has been told by strangers that she looks

“different.” Two women stated that they feel as though the goal of many beauty products

is to make women of color appear lighter in complexion. One of these ladies further

emphasized that it seems some makeup artists try to make women of color look more like

a Caucasian woman by attempting to make their noses appear slimmer and their full lips

appear smaller.

Despite these negatives, their experiences with makeup and beauty have not been

all bad. All 10 women expressed that makeup helps them feel confident, empowered, and

inspired. It was especially refreshing to hear each woman agree that beauty is more than

physical appearance. These women collectively stated that beauty is a feeling; it is being

comfortable in your own skin and confident in the person you are on the inside. Beauty is

all about self-expression and individuality.

I asked each of these ladies to wear makeup that made her feel most confident and

photographed each woman individually. I created a walk-through portrait gallery to

showcase the unique and diverse beauty of these women. By sharing their experiences, I

hope to promote diversity and continue the push for inclusion that has been recently

demonstrated by brands such as Fenty Beauty. The following pages contain the portraits

and personal beauty stories of these 10 diverse women.

ROSA

Figure 4 Rosa, 42, is of Mexican Native American descent mixed with European. Her

skin tone features yellow undertones.

Rosa grew up in the Okolona neighborhood of Louisville, Kentucky – a

neighborhood that she feels at the time was not very diverse. She was often told that she

looks “different” from other girls, and strangers often asked her about her ethnicity. She

started wearing makeup around the age of 14. She noticed that most of the foundations

that were available were for pale, ivory, and white skin tones. There were not any shades

that featured her yellow undertones.

When she was in her early 20s, she discovered her shade in an unconventional

way: through Oprah’s talk show. Oprah began showcasing makeup tutorials on her show

for women of color and women with different undertones. This is how she discovered

Max Factor Panstik foundation in her own shade. She was interested to learn that Max

Factor created one of the first makeup brands in America and played a key role

promoting makeup for everyday use. Rosa commends that Oprah always featured lots of

diversity on her show.

Today, Rosa chooses to wear makeup because it helps her feel younger and feel

more confident. She places a heavy emphasis on skincare, making efforts to stay hydrated

and fight wrinkles. She feels that beauty means “expressing the way you feel on the

inside on the outside. Someone’s smile and their eyes reflect on who the person truly is,

because makeup is just a mask” (R. Morales, personal communication, October 11,

2019).

DEJAH

Figure 5 Dejah, 20, identifies as black. She has a combination skin type that is dry in the

winter but well-balanced or “normal” during warmer seasons.

Dejah was a self-proclaimed tomboy while growing up. She became interested in

makeup around the age of 16 because she thought it would help her “look better.” Since

her mom has never worn makeup, she had to figure out how to find her shade and apply

different products on her own. She found that foundation shades for people of color were

either too light or too dark for her skin, and she had to mix products to create her own

custom shade. She recognizes that today, it is not as hard as it used to be for her to find

foundations that work for her now that many brands have launched collections with

extensive shade ranges.

Dejah feels that women of color are often compared to white women in terms of

beauty. She feels put down by men she knows who have claimed that white women are

“more beautiful.” She believes many beauty experts do not know how to work with her

skin tone or with her textured hair, and said that until recently, she was embarrassed to

wear her hair naturally. In the past, people have told her to avoid wearing certain colors

due to her skin tone, and she was clear that she is confident in her own skin and will wear

whatever color she pleases. She spoke a lot about empowerment for women of color and

believes that while society has come a long way in recent years, we still have a long way

to go.

Dejah says that beauty means “being comfortable in your own skin and going out

however you feel. As long as you’re happy, you can always switch it up and try

something new. The most important thing is that you’re good with how you look, because

at the end of the day, the only opinion that matters is your own” (D. Cliff, personal

communication, October 11, 2019).

ALEXIS

Figure 6 Alexis, 23, identifies as black. She feels that her skin type is oily.

Alexis was also a tomboy as a child. She was never interested in makeup or

beauty until college. She wanted to try something new by experimenting with different

hair and makeup styles like her friends. She was professionally color-matched at Sephora,

but the shade she was given was too light. She feels that some makeup artists try to make

African Americans “look more white by slimming their noses making their lips smaller”

(A. Purifoy, personal communication, October 11, 2019). She stated, “I feel like people

hold women of color to a different beauty standard when it comes to hair and makeup.

People will often say things to me like, ‘You’re really pretty for a black girl.’”

Alexis also feels that race comments are often related to hair. She has tried to

wear long, straight hairstyles in an attempt to fit in, and has also experimented with wigs.

Recently, a lot of stylists are still wanting to use heat on her hair, but she is trying to find

more natural stylists.

Today, Alexis is inspired by black hair and makeup artists on social media. They

have motivated her to try new looks and products. Lately, she has been experimenting

with false eyelashes, pressed highlight powder, eyebrow pomade, and lipstick. Alexis

says, “Beauty is mostly about feeling good about yourself, and also seeing the good in

other people rather than focusing on flaws. Makeup is cool and can hide imperfections,

but you shouldn’t have to wear it and shouldn’t feel bad if you’re not wearing it. People

shouldn’t judge you either way” (A. Purifoy, personal communication, October 11,

2019).

SHAWNDRIELLE

Figure 7 Shawndrielle, who goes by Sissy, is black-white biracial. Her skin is oily in the

summer and dry in the winter.

Shawndrielle, who is known to her family and friends as Sissy, started wearing

makeup at the age of 13, because it was trendy at the time. Her older sister influenced

what products she used. She stated that she has always used makeup minimally and

prefers a natural look, therefore she only wears foundation when she has a blemish she

wants to cover. She has been using Mary Kay mineral foundation ever since she started

wearing makeup. She also mentioned that when she occasionally shops for different

foundations in stores, she has trouble finding her shade because the colors of the bottle do

not usually show the true color of the makeup. She stated, “I’ve been wearing makeup

long enough to know what I like. I’m sticking with Mary Kay. They’ve had my shade

from the beginning.” Sissy feels that beauty “is on the inside, not necessarily on the

outside. That’s why I’m confident with and without makeup” (S. Saunders, personal

communication, October 12, 2019).

RUSHIKA

Figure 8 Rushika, 22, is Sri Lankan. Her skin ranges from normal and well-balanced to

dry.

Rushika started wearing makeup around the age of 15 to cover breakouts. Today,

she wears makeup for confidence and “the appearance of being presentable” (R.

Fernando, personal communication, October 17, 2019). When she was new to makeup,

she went to Sephora for a professional color-match, but the product she was given did not

match her skin tone, and it was too heavy and oily for her face. She felt that all of the skin

tone products at Sephora at the time were all either a little too light, or a little too dark.

She has noticed, however, that Sephora has started carrying her shade just within the past

five years. While she appreciates Sephora’s recent shade extension, she mentioned that

Sephora employees tend to direct her only to more expensive products.

Rushika noted that she has to visit two different makeup stores to get the products

she needs in her shade. Her shade of foundation is only available at Sephora, although

they sometimes do not keep the darker shades stocked. She has to purchase her shade of

concealer at Ulta, because it is not carried at any other beauty store. Rushika also

mentioned that she has “pretty much never” found her own shade at a drugstore.

Despite these experiences, Rushika keeps a positive attitude when it comes to

makeup and beauty. Her personal definition of beauty is “being and feeling confident in

your own skin, whether you need to wear makeup or not, and accepting your beauty and

your skin no matter what” (R. Fernando, personal communication, October 17, 2019).

JARIE

Figure 9 Jarie, 21, is Native American (Cherokee and Blackfoot). People often assume

she is black or mixed. Her skin type is well-balanced, but sometimes becomes oily due to

moisture and other products she uses.

Jarie started wearing makeup in 6

or 7

grade and admits that the products she

used often lighten her skin tone. She did not know how to find her correct shade. Two

years ago, she traveled to Orlando, Florida, and while there, she visited a M.A.C.

cosmetics store where she was correctly color matched. She now prefers M.A.C. for skin

tone products, because knowing that she is wearing the right shade helps her feel more

confident. She stated that prior to M.A.C., she had never reached out to any resources to

help her with makeup.

Jarie exudes self-confidence and acknowledges that everyone is beautiful in their

own way. She believes that beauty is “feeling good within yourself. Everyone has beauty,

but once they find their own sense of style within their beauty, that’s what makes them

unique” (J. Newby, personal communication, October 21, 2019).

OLIVIA

Figure 10 Olivia, 21, is of Chinese descent. She has oily/combination skin with olive and

yellow undertones.

Olivia grew up as a trained dancer, so she began experimenting with makeup at a

very young age. She was always excited to get to perform in stage makeup. However, she

did not start wearing makeup out in public until 5

grade. Her everyday makeup routine

has always been light and simple. Olivia noted that as she got older and new makeup

products and techniques became popular, she never got on those “bandwagons.”

“Contouring, filling in lips, false eyelashes… that’s doing a lot for schedule that I have,”

she said as she laughed. She likes to use facial cleanser, foundation, blush, mascara, “and

a lip stain or matte liquid lip if I’m feeling extra spicy” (O. Mattox, personal

communication, November 5, 2019).

Today, Olivia wears makeup to hide exhaustion and bags under her eyes due to

her busy schedule. She does not like to spend lots of money on high end makeup brands,

because she feels that drugstore brands are sufficient. “I truly experiment with every

brand, depending on what product I need” (O. Mattox, personal communication,

November 5, 2019). Her favorite brands include Revlon, CoverGirl, Maybelline, and

Neutrogena. Oliva stated, “To me, beauty means a combination of qualities that embrace

a person in their best light. Beauty can be defined in different ways by different people”

(O. Mattox, personal communication, November 5, 2019).

DHAY

Figure 11 Dhay, 19, has an oily skin type with olive undertones. While she identifies as

white, her ethnicity is Middle Eastern. Currently, there is not a separate race or ethnic

category for people of Middle Eastern descent.

Dhay started experimenting with makeup in high school. She says there was no

specific reason; it was something she tried and really enjoyed doing, especially on other

people. She spent a lot of her early makeup days just trying to find the right shade of

foundation, which she claims was the hardest part of her makeup journey. She was not

able to find her shade until she got professional help. Originally, she preferred not to

wear eyeshadow, but she now loves it, claiming it “adds so much to the definition of the

eye” (D. Kamaludeen, personal communication, November 7, 2019).

Dhay tends to wear makeup on days when she has more time in the morning to

get ready. She claims that makeup helps her feel more energetic, and as a result, she gets

more things done throughout the day when she is wearing her makeup. As with many

other women, makeup helps boost her confidence and self-esteem.

Dhay thinks that today, many makeup brands have made efforts to be inclusive.

Some brands she mentioned were Fenty Beauty, Huda Beauty, and NARS. She feels that

“beauty is a very wide idea. Each person has their own definition of beauty. For me

personally, beauty is what makes you beautiful from the inside” (D. Kamaludeen,

personal communication, November 7, 2019).

REINA

Figure 12 Reina, 20, is half white and half Latino (Guatemalan). She has combination

skin type with red and yellow undertones.

Reina has experimented with makeup in several ways. She likes trying new

products, such as the Beauty Blender sponge and false eyelashes. Her sister has been a

source of inspiration for her when it comes to makeup. On Halloween this year, she was

adventurous and tried out long-winged cat makeup and a full-face vampire makeup look.

Due to Reina’s yellow undertones, she too has struggled to find the correct

foundation shade. She finds that most makeup for lighter complexions has pink

undertones, which cause her to look “like a ghost.” If she tries a tan-colored foundation,

the color is usually too dark. She also noted that she is limited by her budget, stating that

she cannot afford makeup from Sephora, Clinique, and Morphe as a college student.

While cosmetics are the most expensive products she buys for herself, she usually buys

her makeup products from Walmart. Some of her favorite brands that work for her skin

tone and her college student budget are CoverGirl and E.L.F.

Reina stated, “I choose to wear makeup because it gives me the confidence to be

unstoppable. I also wear makeup because even though most feel that feminism is not

wearing makeup or doing certain things, I believe that feminism is making the choice to

do what I please despite others’ opinions! Beauty to me means the power and endless

possibilities that anyone can use to feel fearless. Beauty is such an amazing feeling that

has given people the choice to choose what, how, and when they can wear as much or as

little as they want” (R. Johnson, personal communication, November 7, 2019).

STEPHANIE

Figure 13 Stephanie, 26, is white, with fair combination skin, pink undertones, and

freckles.

Stephanie started wearing makeup during her senior year of high school. It helped

her feel more confident in her appearance and put her in a better daily mood. Today, she

likes to wear makeup to highlight facial features that are normally difficult to see. Her

eyebrows and eyelashes are very light, so she likes to darken them with mascara and

brow powder. She explained that today, makeup still helps boost her personal confidence.

Due to her freckles, Stephanie has had trouble with selecting the correct shade of

foundation in the past. She chooses to wear a shade that closely matches the color of her

skin, which ends up decreasing the intensity of her freckles. She added, “In the summer

when my freckles are really popping, I usually have a different, darker shade of

foundation” (S. Espinoza, personal communication, November 8, 2019). Having dark

freckles makes transitioning from winter to summer difficult, as she has to use different

shades from day to day.

According to Stephanie, “Beauty to me means feeling comfortable in your own

skin and appreciating your imperfections. It also means feeling confident in yourself and

expressing yourself in the ways you want” (S. Espinoza, personal communication,

November 8, 2019).

CONCLUSION

This project has opened my eyes to an issue that I never even knew existed until

recently. Now that I am aware, I am conscious of shade availability and representation

every time I visit the mall, every time I browse the cosmetics section at work, and every

time I scroll through social media. I have learned that many women in my community are

facing the same issues related to beauty, such as difficulty color-matching,

discrimination, and being held to unrealistic standards. Despite this, makeup still fosters

confidence and empowerment for many individuals. While I am proud of the progress the

makeup and beauty industries have made in recent years, I want to continue to promote

diversity and inclusivity through all of my endeavors.

It is important for makeup companies to continue evolving as society continues to

demand a new definition of beauty. These companies should no longer promote a specific

beauty standard, but rather embrace all races, genders, ages, sizes, backgrounds, and

abilities as beautiful. Instead of launching 40 foundation shades as a means to appear

inclusive, companies must put research into developing products that cover an extensive

range of base tones and also include specific undertones. Moving forward, more research

and representation of different skin types is necessary in order for brands and products to

be truly inclusive to everyone. Oily skin, acne-prone skin, hyperpigmented skin, porous

skin, and many other skin types are often not featured in beauty campaigns.

I hope this project inspires others to embrace their own beauty and to accept

diversity with honor and respect. To me, beauty is having a kind heart and helping others.

Beauty is intelligence, hard work, and determination. Beauty is being confident and

loving yourself. But most importantly, beauty is diverse. Beauty is captured in all ages,

backgrounds, genders, sizes, and skin tones. This project celebrates diversity and

encourages inclusivity while educating others about the lack of products for, and

representation of, people of color within the beauty industry. As more people become

aware of this issue, the demand for diversity and inclusion in society becomes even

greater. I am excited for more progression in the years to come.

REFERENCES

About Maybelline. (2018). Maybelline. Retrieved from

https://www.maybelline.co.uk/about-maybelline.

Ingham, J. N. & Feldman, L. B. (1994). African-American business leaders: A

biographical dictionary. Westport, CT: Greenwood Press.

Larson, K. (2019, September 18). Can historic Fashion Fair Cosmetics make a

comeback? Fortune. Retrieved from https://fortune.com/2019/09/17/can-fashion-

fair-cosmetics-make-a-comeback/.

Li, Jason. (2018, June). The diversity of makeup shades. The Pudding. Retrieved from

https://pudding.cool/2018/06/makeup-shades/.

Makeup for Women of Color. (2019). IMAN Cosmetics. Retrieved from

https://imancosmetics.com/.

Nittle, N. (2018, January 23). Before Fenty: Over 100 years of black makeup brands.”

Racked. Retreived from https://www.racked.com/2018/1/23/16901594/black-

makeup-brands-history.

Rihanna. (2019). Fenty Beauty by Rihanna: About. Fenty Beauty by Rihanna. Retrieved

from www.fentybeauty.com/about-fenty.

Robehmed, N. (2019, June 6). How Rihanna created a $600 million fortune – and became

the world's richest female musician. Forbes. Retrieved from

https://www.forbes.com/sites/natalierobehmed/2019/06/04/rihanna-worth-fenty-

beauty/#446baf1413de.

Rodulfo, K. (2018, June 1). For new foundation ranges, ‘Fenty 40’ is the magic number.

ELLE. Retrieved from https://www.elle.com/beauty/makeup-skin-

care/a20967710/makeup-companies-40-foundation-shades-fenty-beauty-influence/.

Saputo, S. (2019, June). How Rihanna’s Fenty Beauty delievered ‘Beauty for All’ – and a

wake-up call to the industry. Think with Google. Retrieved from

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The Max Factor Story. (2019). Max Factor. Retrieved from

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The 25 best inventions of 2017. (2017, December 1). TIME. Retrieved from

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Walker, S. (2007). Style and status: Selling beauty to African American women, 1920-

1975. Lexington, KY: University Press of Kentucky.

APPENDIX A

Interview Questions

1. First Name/Age:

2. Race/Ethnicity:

3. Skin Type/Undertones:

a. As defined by the skincare industry: well-balanced or “normal,” oily, or

dry

4. What is your everyday makeup routine?

5. Tell me about some of your experiences with makeup:

6. When and why did you start wearing makeup?

7. Why do you choose to wear makeup today?

8. Have you ever had trouble finding your shade?

9. What are some makeup brands that you like, or feel are inclusive?

10. What does beauty mean to you?