Are Beauty Brands (Finally) Rethinking Their Terminology?

With consumers speaking up, new brand concepts are coming to market. The makeup line Mented Cosmetics, for example, was developed precisely because its cofounders, KJ Miller and Amanda E. Johnson, couldn’t find a nude lipstick to suit their deeper skin tones. As Johnson says, “We don’t all have pink lips.” So last year they launched a brand around what was missing: hues that have been designed specifically for women of color. The concept has been welcomed by women and investors alike: The pair recently raised $3 million in funding. Rihanna’s Fenty Beauty and Flesh, a new Revlon-backed brand developed by former Allure editor in chief Linda Wells, have been celebrated for their extensive offerings for people of every skin tone (though it should be noted that brands like MAC, Make Up For Ever, and Dermablend have always done this). The good news is that increasingly brands are taking note. It is another march forward.

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