Introducing the 2025 SeeMe Inclusivity Index for Beauty – a comprehensive assessment of the top 100+ US beauty brands*
At SeeMe Index, we measure the inclusive efforts of top brands in each industry, scoring brands on 3 key components** (ads, product/website, brand purpose) across 6 identity dimensions (gender expression, skin tone, age, observed sexual orientation, body size, and visible disability).
Together this data comprises each brand’s Inclusive Quotient or IQ score. IQ scores translate into 4 brand segments***: Certified Inclusive for the most inclusive brands, followed by the segments of Acts Inclusive, Feels Inclusive and Thinks Inclusive, respectively.
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Index Scores
Certified Inclusive
“I am an empathetic and proven inclusive brand.”
0
1
e.l.f. Beauty
E.l.f. Beauty
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
e.l.f Beauty has been a vocal proponent of DEI and they attribute this strategy to 23 consecutive quarters of sales growth and a 700% increase in stock price. e.l.f. Beauty's mission to "disrupt norms, shape culture & connect communities through positivity, inclusivity and accessibility" consistently shows up across all brand touchpoints. For instance, they partner with creators with disabilities for their Show Your(s)e.l.f campaign, but also created the 'Beauty For Every Eye' bundle (inspired by blind swimmer Anastasia Pagonis) to provide products specifically for blind and low-vision consumers. This includes scannable QR codes that launch audio recordings of Pagonis describing each product in detail.
0
2
Dove
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Dove's mission to dismantle toxic beauty standards and create a truly inclusive vision of beauty extends to people of every age, race, religion, physical and mental ability, size and gender expression. Their initiatives, which includes the Dove Self-Esteem Project and #KeepBeautyReal, are consistently transparent, measurable and adaptable to the specific goals for different identity groups.
0
3
Maybelline New York
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Maybelline's "Brave Together" platform expanded its partnerships in 2024 by pledging $1.8M to the WHO Foundation, enabling access to mental health services for at least 2M more people by 2028. Maybelline also consistently demonstrates a commitment to lesser-seen identities via year-long partnerships with creators like @limblessmaria, models like @iamjarijones and celebrity trailblazers like RuPaul, Mindy Kaling, Storm Reid and Naomi Osaka.
0
4
Rare Beauty
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Rare Beauty's Rare Impact Fund focuses on self-acceptance and reducing the stigma associated with mental health. This messaging is consistent across ads, product and brand commitments. Their annual Rare Impact report provides robust transparency to their $100M goal including detail on how they have supported different mental health organizations that often focus on specific needs of different BIPOC communities.
0
5
PATTERN Beauty by Tracee Ellis Ross
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
PATTERN's Curl and Conditioner Quizzes are the most detailed and robust of any hair brand we measured, reinforcing their commitment to complement each person's unique curls, textures, and patterns. PATTERN also allows consumers to select which initiatives they want to fund via 1% of each purchase. Initiatives supported focus on racial equity, health equity and workplace equity among others.
0
5
MAC Cosmetics
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
MAC's 30-year commitment to VIVA Glam now includes trans pop sensation Kim Petras and singer/songwriter Danna who regularly use their global platforms to advocate for LGBTQ+ and underserved communities. MAC also stands out with shade range offerings, including MAC's Studio Fix Fluid Foundation with 67 shades and 2 other foundations with 50+ shades - the largest of any brand we measured.
0
5
EADEM
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
EADEM's products are designed with special attention to melanin-rich skin that has traditionally been overlooked. EADEM highlights that their Smart Melanin Technology, which was created by women of color chemists, "represents a new approach to formulation—one where understanding diverse skin leads to better results for everyone."
0
8
L'Oreal Paris
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
L'Oreal Paris' commitment to women's self-worth is realized through all brand touchpoints. In ads and creator partnerships, there is a clear diversity of ages, skin tones, sexual orientations and body sizes. In product, age and skin tone testing transparency drives consumer confidence and in brand purpose, a long-term, measurable commitment to their "STAND UP" platform empowers everyone to stand up against sexual harassment.
0
9
Haus Labs by Lady Gaga
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Haus Labs consistently features and gives screen time to talent from lesser-seen ethnicities, skin tones, gender expressions and ages. Haus Labs' products are also celebrated by creators like @golloria who highlight the inclusivity of products like Color Fuse blushes and Triclone Skin Tech Foundation which have multiple shades and undertones available for deep skin tones. Finally, $1 of every purchase is donated to the Born This Way foundation, which promotes mental health, kindness and inclusion in all its forms.
0
9
Topicals
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Topicals focuses on products that address chronic skin conditions and celebrate inclusivity. Since Topicals launched in 2020, they have donated $150K (and encouraged users to contribute) to mental health organizations that raise awareness of the connection between mental health and skin health. Topicals has also broken the mold of "elite" influencer, brand-sponsored trips that have often excluded Brown and Black creators by hosting two fully-powered BIPOC brand trips to Bermuda and Ghana with Black and Brown creators from similar cultural backgrounds.
0
11
Glow Recipe
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Glow Recipe is in the 2nd year of its Dew You Anonymous Casting campaign, which celebrates and uplifts many lesser-seen identities. The 2024 models were cast anonymously from their community, based on their inner beauty, and include a neurodivergent plus-size model, a deaf special education teacher, and a proud Punjabi first-generation college student.
0
12
Carol's Daughter
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Carol's Daughter is leading the charge for public awareness and advocacy for Black mothers, who are 2x more likely to experience and 3x more likely to die from pregnancy-related complications. They have partnered with Maternal Health company Mama Glow Foundation and committed $225K over the next 3 years to positively impact birth outcomes for Black families via funding of doula services and doula education grants for aspiring birth workers. The Carol's Daughter website also provides Black Maternal Health Advocacy trainings that everyone can access.
0
12
One/Size by Patrick Starr
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
One/Size is proudly Asian and LGBTQ+ owned with a mission to "redefine beauty and elevate voices of the unheard". One/Size strongly represents gender non-conforming individuals and those with larger body sizes and its products have been thoughtfully designed to ensure anyone with any ability is able to use them.
0
14
Tarte Cosmetics
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Tarte Gives Back, a consistent pillar of the brand's DNA since it was founded, supports individuals and organizations that focus on Black female entrepreneurship, girls mentorship, disaster relief & acts of kindness.
0
14
Amika
SEGMENT:
Certified Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Amika's "Friend to Hair" stylist scholarships and "Rooted in Growth" startup grants allow the brand to invest in the next-generation of BIPOC and LGBTQ+ hair stylists and brand founders – with the goal of increasing equity in salons, chairs and the industry. Amika also has an up-to-date donation tracker on their website which provides transparency to amounts donated to non-profit partner HairtoStay.
Acts Inclusive
“I stand with you and support you.”
0
16
Fenty Beauty by Rihanna
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Fenty Beauty products are consistently celebrated as inclusive for many different identities. Creators like @golloria highlight the deep skin tone inclusivity of products like Eaze Drop Blurring Skin Tint whereas creators like @occupationbeauty highlight the accessible design of products like Gloss Bomb Stix, Plush Puddin' Lip Mask and The Rich One Shampoo and Conditioners.
0
17
Thrive Causemetics
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Thrive Causemetics' long-time platform of "Beauty Gives Back" includes 550+ nonprofit partners across the U.S, including organizations that support veterans, racial and social justice, under-resourced youth, and the LGBTQ+ community.
0
18
La Roche Posay
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
La Roche Posay has some of the most robust product testing transparency in our Index, highlighting product testing on "women of all skin phototypes" and showing product efficacy on women of different skin tones.
0
18
IT Cosmetics
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
IT Cosmetics' website has some of the most prominent age diversity of any brand in our Index. IT Cosmetics is also one of very few brands to celebrate and feature models with lesser-seen characteristics like alopecia or large facial birthmarks.
0
20
Urban Decay
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Urban Decay products are consistently celebrated by creators like @golloria and @nymatang for shade inclusivity and commitment to deep skin tone representation.
0
21
NYX Professional Makeup
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
NYX Professional Makeup has a long history of initiatives that the support the LGBTQ+ community, including resources that allow people to take greater action towards allyship.
0
22
Olay
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Olay has a number long-term initiatives that support underrepresented communities including women in STEM, women of color in the film industry and the LGBTQ+ community.
0
22
Vaseline
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Vaseline's "Skin Health for All" initiative is a robust platform that provides education, tools and products for people of color.
0
24
Skinceuticals
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Skinceuticals recognizes that "skin of color" is not one-size-fits-all for every ethnicity and has specific initiatives to address the needs of Black, Latine and AAPI skin separately.
0
25
Kiehl's Since 1851
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Kiehl's new Auto-Tone Discoloration & UV Solution with SPF 30 was designed with inclusivity in mind. Not only does it "look invisible on skin", but it's also been clinically tested on 40+ distinct skin tones for visible reduction in skin discolorations.
0
26
Danessa Myricks Beauty
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Danessa Myricks Beauty's ads excel at rare intersectional representation, such as deep skin tone talent that is also 55+ and/or has a larger body size.
0
27
Tower 28
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Tower 28's 'It's Okay To Be Sensitive Lip Kit', created in collaboration with Remi Bader, a content creator and mental health advocate, raised over $20K for The Jed Foundation, which promotes emotional health among teens and young adults.
0
28
Bobbi Brown Cosmetics
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Bobbi Brown's Weightless Skin Foundation SPF 15 is one of the few foundations to feature 50+ shades including the deepest shades which are celebrated by creators like @Golloria
0
29
Mielle Organics
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Mielle Organics allows customers to shop by curl type and each product specifies on which curl types the product works best.
0
30
Schwarzkopf
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Schwarzkopf is one of very few brands in our Index to feature a model in a wheelchair, in this case, via sponsorship of Paralympic wheelchair athlete Megan Blunk as part of their "Up Your Hair Game" campaign.
0
30
Milk Makeup
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Milk Makeup has contributed to The Center and their programming that supports the LGBTQ+ community for over 20 years.
0
32
Cetaphil
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Cetaphil's 2024 launches have included robust partnerships with a diverse group of TikTok creators including Katie Fang, Griffin Maxwell Brooks and the Real Dads of New York.
0
32
ILIA Beauty
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
People's Choice Winner ILIA, is one of few makeup brands that provides product testing details, including identity specifics like the ages of testing participants. This helps build consumer confidence that the product was tested on someone like them.
0
34
Briogeo
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Briogeo provides options for charities customers can donate 1% of their purchase to - including Brave Trails (LGBTQ+ Youth), Room to Grow (Maternal Well Being), Soulfire Farm (Sustainable BIPOC farming) and Pink Agenda (Breast Cancer Care).
0
35
Lancôme
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Lancome's HAPTA device (available to purchase in Spring 2025) will be the world's first handheld computerized makeup applicator, specifically designed for those with limited hand, wrist and arm mobility.
0
35
YSL Beauty
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
YSL Beauty's "Abuse is not Love" platform drives awareness and education of intimate partner violence (IPV) and has the goal of educating 2M people on domestic abuse by 2030.
0
35
Charlotte Tilbury
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Charlotte Tilbury's campaigns celebrate icon and trailblazer MJ Rodriguez as Charlotte's first trans (and American) beauty muse.
0
38
MAKE UP FOR EVER
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
MAKE UP FOR EVER's ads and content have robust skin tone and perceived ethnic diversity including the deepest skin tones (Monk skin tones 8, 9 & 10)
0
38
Glossier
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Glossier for Good invests in entrepreneurs and nonprofits that expand the definition of beauty. This includes the Glossier Grant Program which gives underrepresented founders and communities the resources they need to take their work to the next level.
0
40
Rhode Skin
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Rhode's Futures Foundation is a robust program with four distinct pillars that support different women's needs, including maternal support, women in business and emergency response initiatives.
0
40
Supergoop
SEGMENT:
Acts Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Supergoop expanded their "Ounce to Ounce" program in 2024 beyond donating sunscreen to schools to also include community work that improves sunscreen access and educates on lifelong healthy skincare habits.
Feels Inclusive
“I try to feel what you feel.”
0
42
Nivea
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
NIVEA partnered with PFLAG National in 2024 to support the LGBTQ+ community and their parents, families and non-family allies, as part of their #ProudInYourSkin campaign.
0
43
Clarins
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Clarins allows users to implement FACIL'iti which automatically adapts thier website content for a wide range of visual, motor and cognitive disorder needs including age-related macular degeneration (AMD), multiple sclerosis, and dyslexia.
0
43
Estee Lauder
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Estee Lauder features some of the strongest diversity on product pages, featuring an array of talent across genders, skin tones, and ages.
0
45
CeraVe
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
CeraVe consistently educates consumers on the importance of wearing SPF daily with campaigns such as #LikeADerm, which not only features partner dermatologists and creators of different ethnicities, but also speaks to skincare myths present within those specific communities.
0
46
The INKEY List
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
The INKEY Impact Fund aims to create 500K changemakers by 2030 and they hold themselves accountable via an annual impact report to update on their progress.
0
47
Beekman 1802
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Beekman 1802 (founded by a gay married couple) countered brands scaling back Pride initiatives in 2024 with its biggest Bloom with Pride kit yet, where 100% of proceeds benefited Ali Forney Center and LGBTQ+ Homeless Youth.
0
47
Clinique
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Clinique is one of the only brands that features skin tone specific product claims. For Even Better Serum, they note that deep skin tones see up tp 56% visible reduction in post-acne mark intensity and light skin tones see up to 49% visible reduction in sun and age spots.
0
49
K18 Hair
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
K18's Future Now Initiative includes a partnership with Styles 4 Kidz, which supports multiracial, transracial adoptive, and foster families that lack the know-how to care for their kids' textured hair.
0
50
Tatcha
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Tatcha's multi-year Beautiful Faces, Beautiful Future program helps fund education equality for children worldwide and includes regular accountability updates of how many how many days of school and the number of books that have been delivered via the program.
0
50
Laura Geller
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Laura Geller has committed to frank discussions that destigmatize aging and is dedicated to exclusively feature women over 40 in advertising, social media, and on LauraGeller.com.
0
52
Rodan+Fields
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Rodan + Fields' Prescription for Change Foundation has invested $15M in grants to nonprofit partners since 2008 to provide educational assistance, life skills and leadership training to 1.5M young people globally.
0
53
La Mer
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
La Mer supports GreenWave's regenerative ocean farming initiative (for indigenous groups and under-resourced communities affected by climate change) and EarthEcho's OceanEcho 30x30 initiative (with global youth) to protect 30% of oceans by 2030.
0
54
Shea Moisture
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
SheaMoisture's 1st ever Deodorant range has not only been designed for rich melanin skin's needs, but it is also Black Dermatologist approved.
0
55
Armani Beauty
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Armani Beauty's skincare product claims include the genders, skin tones and ages of participants that products were tested on, driving higher consumer confidence that these products were tested on people like them.
0
55
Aveeno
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Aveeno's website states they are committed to advancing skin health equity and advancing eczema awareness and the education gap in skin of color.
0
57
Paula's Choice
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Paula's Choice is in the 5th year of its "On the Rise" program, designed to support and amplify the voices of Black beauty content creators with less than 30K followers.
0
58
NARS Cosmetics
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
NARS' Light Reflecting Advanced Skincare Foundation has over 50 shades, one of the widest shade ranges in the industry.
0
59
Redken
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Redken features multiple models on each product page to highlight how products work on a range of hair types.
0
60
BareMinerals
bareMinerals
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
bareMinerals' models and creator partnerships demonstrate representation for several lesser-seen identities including the deepest skin tones (Monk Skin Tone 9 & 10) and creators with vitiligo.
0
60
Burt's Bees
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Burt’s Bees has invested in African women working in shea for over a decade to promote economic independence for generations to come, supporting more than 10K women via regional partners.
0
62
Pat McGrath Labs
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Pat McGrath Labs regularly features models with a variety of different skin tones and is one of few brands that shares consumer testing for their foundation product.
0
63
Laura Mercier
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Laura Mercier's ads feature a wide range of ages, skin tones and perceived ethnicities.
0
64
Revlon
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Revlon's Comfort + Control tools are a series of accessibility-focused grooming products specifically designed to help consumers with limited hand mobility and/or joint pain.
0
65
Anastasia Beverly Hills
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Anastasia Beverly Hills features many gender identities and expressions in its ads and on its website.
0
65
Benefit Cosmetics
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Benefit Cosmetics' best-selling BADgal BANG! mascara's textured packaging makes it easy to grip for consumers with dexterity issues. This has been celebrated by @occupationbeauty, an expert creator who highlights accessible beauty products.
0
67
Grande Cosmetics
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Grande Gives Back highlights multiple multi-year initiatives with organizations that support and empower women, cancer research, and racial equality.
0
67
Too Faced Cosmetics
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Too Faced is committed to making the world a kinder place for everyone, demonstrated via a $50K donation to Kindness.org for World Kindness Day.
0
69
Garnier
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Garnier is one of few brands with an initiative that specifically supports AAPI communities. Garnier's 2024 partnership with Gold House, the leading cultural ecosystem that unites, invests in, and champions Asian Pacific leaders, includes a $135K donation to spotlight AAPI sustainability leaders and creators.
0
69
Kylie Cosmetics
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Kylie Cosmetics went from little to no product testing details in the last year's index to now disclosing the ages of participants producting testing claims driving consumer confidence.
0
71
Dyson Beauty
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Dyson has several unpaid testimonials from creators with mobility issues or missing/partial limbs who highlight that Dyson hair tools are easier to hold and use than competitive products.
0
71
Oribe
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Oribe has partnered since 2021 with Black Beauty Roster (BBR) an organization whose mission is to bring meaningful beauty diversity into the industry through opportunity, advocacy and education.
0
71
Covergirl
SEGMENT:
Feels Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Covergirl ads and product websites consistently show what the product looks like on different skin tones and lash types and Covergirl celebrated several gender non-conforming creators as part of its 2024 Pride collection for GLAAD.
Thinks Inclusive
“I try to think like you do.”
0
74
Milani Cosmetics
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Milani product pages on the website consistently demonstrates what products look like on different skin tones.
0
74
Neutrogena
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Neutrogena product pages often features acne sufferers with cystic acne, which is rarely seen in the beauty industry.
0
76
Hourglass Cosmetics
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Hourglass donates 5% of annual net profits from its Unlocked collection of products to the Nonhuman Rights Project, whose mission is unlocking the cages of wild animals in captivity.
0
77
Makeup by Mario
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Makeup by Mario's content includes robust representation of LGBTQ+ and medium skin tone individuals, many of whom are perceived Latine, Black, Middle Eastern, East Asian and South Asian.
0
78
Summer Fridays
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Summer Fridays donated 100% of online sales in the 2024 giving season (up to $10K) to Girls Inc., an organization dedicated to empowering young girls with skills, confidence and leadership tools.
0
78
Sol de Janeiro
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Sol de Janeiro is one of the only brands we measured that featured multiple professional talent with larger body sizes. This is in contrast to other brands that may feature larger body sizes, but only from non-professional talent.
0
80
Huda Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Huda Beauty’s website consistently demonstrates what products look like on different skin tones. Products like Easy Blur Foundation and Blush Filter Liquid Blush are celebrated by creators like @golloria and @nyadolliee for shade inclusivity and commitment to deep skin tone representation.
0
81
The Ordinary
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
The Ordinary's ads and product websites feature a wide range of genders, skin tones and perceived ethnicities.
0
82
Vichy
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Vichy's Menotalks is a platform that brings together science and consumer-friendly content to make menopause support more accessible to consumers
0
83
Bubble Skincare
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Bubble's brand ambassadors (13+ years old) and Bubble parents can participate in their product testing program, collaborating with Bubble's product developers to provide valuable feedback.
0
83
MERIT Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
MERIT consistently demonstrates age and skin tone diversity on its product pages.
0
85
Kerastase
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Kerastase's Power Talks is a 'flash mentoring' program via non-profit Step Up to help close the confidence gap, that is, how women view their ability, work relationships, and career potential compared to men.
0
85
Givenchy Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Givenchy Beauty demonstrates strong representation of known or perceived Latine and East Asian talent in both brand and creator-led content.
0
87
Kosas
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Kosas discloses both the ages and genders of participants in its clinical product testing results, driving consumer confidence that the product has been tested on someone like them.
0
88
BeautyStat
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
BeautyStat, founded by Black cosmetic chemist, Ron Robinson, is committed to democratizing skincare knowledge and science so that everyone can make the savviest choice for their skin.
0
89
Dior Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Dior's Forever Foundation has specific product testing detail that provides transparency to the testing group size and identities noting it has been "tested on 110 women of 110 skin tones referenced by science"
0
90
Jones Road
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Jones Road (founded by makeup artist Bobbi Brown) demonstrates that her formulations work on every skin tone and age by prominently featuring talent with deeper skin tones and 45+ on almost every product page.
0
91
Joico
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Joico is one of very few hair brands that features body size diversity in their ads.
0
92
Drunk Elephant
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Drunk Elephant's rectangular and twist-open packaging makes it easy to open, hold and use for people that have dexterity issues.
0
93
Shiseido
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Shiseido has a number of multi-year LGBTQ+ partnerships with ambassadors like Hunter Schafer and Megan Rapinoe.
0
94
First Aid Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
First Aid Beauty uses consumer-friendly terminology by highlighting in multiple SPF products that it "doesn't leave a white cast."
0
94
Chanel Beauty
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Fondation Chanel provides multi-year support in the U.S. for the Institute for Women’s Policy Research (IWPR), a think tank committed to shaping policies to grow women's power and influence, close inequality gaps and improve the economic well-being of families.
0
96
Laneige
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
LANEIGE's website consistently features what products looks like on different skin tones and often shares the ages of who is included in product testing claims.
0
97
Pantene ProV
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Pantene partnered with Revry TV for a 2024 campaign with proud trans model and actress @rainvaldez.
0
98
SK-II
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
SK-II allows consumers to navigate by concern like "fine lines and wrinkles" or "dullness" vs. ageist language like "anti-aging."
0
98
Kiko Milano
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
KIKO Milano touts skincare products for "youthful-looking, revitalized skin at any age" , and uses specific language like "anti-wrinkle" instead of "anti-aging."
0
100
Nexxus
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Nexxus features and partners with a wide variety of perceived Latine models and creators.
0
101
Anua Skincare
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
Anua has created a "signs of aging" product category on their website, which is more age-friendly than an "anti-aging" category.
0
102
La Prairie
SEGMENT:
Thinks Inclusive
Total Score
Public Advertisements
Product and Website
Brand Purpose
Notable Inclusivity Effort
La Prairie uses targeted benefit language like "anti-wrinkle" and "anti-puffiness" instead of "anti-aging."
Footnotes:
*We comprised the list of 100+ beauty brands utilizing a combination of sales data and industry resources. For sales data, we assessed the rankings of top beauty brands using Circana POS data for 2024 (when available). We also received expert input from the CEW, SPATE, Circana, Jade Media, Kailey Waskall MOT, OTR/L and we consulted the following resources to ensure we represented the most powerful brands in the industry: WWD, CreatorIQ, Mintioro, SPATE, CEW Beauty Awards, Allure Beauty Awards, Glossy Beauty Awards and Nielsen IQ.
**3 Components: Each component carries equal weight in determining a brand's final Inclusive Quotient, or IQ score.
- Ads: We analyzed each brand’s most viewed and widely watched content across platforms like Meta ads, Instagram, YouTube, TikTok and iSpotTV in 2024. We always prioritized most-viewed assets, allowing us to gain valuable insight into media investment and virality.
- Product/Website: We evaluated each brand's product line, considering everything from products and shades to copy and website features. Our scoring system was normalized to be fair and equitable across the unique characteristics of different beauty categories. For example, shades were not reviewed for skincare-only brands and hair-related assessments were not reviewed for non-haircare brands.
- Brand Purpose: We examined brand purpose and external commitments made by each brand. This encompassed commitments undertaken through brand-led initiatives, partnerships, donations, and public announcements.
***Inclusive Quotient (IQ) scores organizes brands into four distinct segments:
- Certified Inclusive: I am empathetic and a proven inclusive brand.
Brands in this category are at the forefront of inclusivity. They excel across ads, product and DEI commitments, demonstrating holistic inclusivity efforts. Their efforts are often ingrained in the DNA of the brand itself. These brands are certified inclusive and have earned the prestigious SeeMe seal of approval, which they can proudly showcase in their marketing materials. - Acts Inclusive: I stand with you and support you.
These brands are actively working toward inclusivity and have made significant progress. While they might not excel in all three components, they consistently show a strong dedication to inclusivity. - Feels Inclusive: I try to feel what you feel.
These brands are taking some meaningful inclusive actions but it is inconsistent across components and identities. They are more nascent in their inclusivity journey but deliver some impactful efforts. - Thinks inclusive: I try to think like you do.
Brands in this category show promise of inclusive action. However, efforts have yet to fully materialize, and they have significant room for improvement.
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