For decades, the beauty market has been fairly homogeneous, with companies emphasising similar face traits, body shapes, and skin types. Identity and sexuality are rarely considered, and individuals with disabilities or of a particular age are essentially nonexistent. Nevertheless, when customers actively engage their uniqueness on social media sites, companies reflect it back. Tood Beauty entrepreneur Sharareh Siadat is advocating for curated diversity in beauty, such as naming nail polish collections after activists. Since its founding 40 years ago, MAC Cosmetics has made representation a fundamental brand pillar, concentrating on diversity, storytelling, community development, and connection. MAC is also increasing its marketing efforts and bringing individuals together who know each other and have a relationship.
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