3 Fresh Ways Beauty Brands Are Including You

Reasons why beauty is already winning 2017.

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Reason No. 1: It's No Longer Just a Girls' Thing

Last week, L'Oréal released the new campaign for its vast shade range, True Match. Transgender actor and model Hari Nef co-fronts the video spots, where she talks about her foundation shade (W1, by the way) and the importance of skin. This is just one example of why your body and identity shouldn't dictate whether or not you can indulge in typically gendered activities like the use of makeup or skin-care products.

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A video posted by 🌙Manny Gutierrez (@mannymua733) on Jan 3, 2017 at 6:01pm PST

Earlier this month, makeup social media star, Manny Gutierrez was announced as a new face of Maybelline, appearing in a commercial for its Big Shot mascara. It's the dawn of celebrating every single type of makeup lover, no matter if they have a beard, strong cheekbones, or long hair. Gutierrez—along with Nef and resident CoverBoy, James Charles—gives hope to the beauty boys, girls, trans, and non-conforming people who wish to take applying a bomb highlight out of their bedroom and into the mainstream.

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Reason No. 2: Skin Tones and Bodies Are Different…

And that's a good thing! IT Cosmetics released the highlighters from its It Girl contest winners, YouTubers Nabela Noor, Millie Truong, and Loey Ruppelt, aka Loey Lane. In both skin tone (uh, hello, some brown representation!) and body diversity, the bloggers add to the idea that cosmetics are for many customers and demographics, not just celebrities.

Better yet, models such as Sabina Karlsson and Dominique Babineaux, both with stunningly beautiful complexions, also take part in L'Oreal's True Match campaign. Their inclusion serves as further proof that despite the fashion industry's long-standing adherence to traditional beauty standards—white, thin, blue-eyed, blonde—freckles, dark skin, and countless other traits beyond porcelain or extremely bronzed skin surely belong on the commercial spectrum.

Reason No. 3: Convenience and Quality Are Key

Milk Makeup, one of our favorite inclusive beauty brands, just released their Blur Stick, which is definitely just a code name for a skin-prepping primer. Its Push Pop-like packaging makes it easy to use, and all the more efficient.

Blur Stick, $36, milkmakeup.com.

Although Milk's been out for a while now, they still get credit for reliably producing simple, convenient products that you can carry with you on a daily basis and blend in with your fingers—no need for fancy brushes! This is important for a number of reasons. For people experimenting with makeup, chubby sticks and innovative applicators allow for simpler application for the novices. Then, there's the convenience factor, and the fact that it enables people of various abilities to blend, buff, and draw as they please.

Finally, by showcasing these cosmetics on a range of models, influencers, activists, and more (seriously, you should follow them @MilkMakeup on Snapchat), Milk shows that everyone can customize the way they shine—from blending in a little highlighter to blotting lipstick, and speaking out with a creative, meaningful voice at the same time.

What beauty moments are inspiring you this year? Let us know at @wearesweet!

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