Beauty brands founded by women who strive for inclusion

In an effort to celebrate people of all complexions, backgrounds and gender identities, beauty brands are striving to be more inclusive. Whether it’s expanding the color palette of their foundations, creating gender fluid campaigns or normalizing unconventional beauty standards, more and more brands now have a mindset that no one is left out. In addition to expanding beauty norms, female beauty founders are at the forefront of creating that change by developing products that align with everyone. Below we have highlighted six beauty brands that take a stand on being inclusive.

Mentated cosmetics

KJ Miller and Amanda Johnson wanted women of every complexion and complexion to feel beautiful with shades of makeup that matched their skin. That’s why they created Mented Cosmetics, a makeup line that serves light, tanned and dark complexions with products designed to perfectly match everyone’s individual hue. What started with the lack of finding a perfect nude lipstick has extended to a wide range of products for the face, eyes and lips.


Linda Tawil co-founded Morphe with her brother, Chris Tawil, and together they have created a beauty brand that is not limited to just one type of beauty. In addition to building a safe space for people to express themselves, they partner with Make It Black, The Trevor Project and GLSEN, where 100% of the net proceeds from specific products and collections are donated to support black and LGBTQ communities.

Uma beauty

Sharon Chuter is the founder and CEO of Uoma Beauty, a forward-thinking makeup line that provides innovative makeup for all skin ranges. Their product line does not cater to just one look, but instead celebrates all ethnicities, ages, genders and individual beauty aspects. In addition to launching her own brand, Chuter’s impressive career consists of having worked with Revlon, L’Oréal and Benefit Cosmetics, among other major brands.

Fake Beauty

When Fenty Beauty entered the realm of beauty, the brand founded by music icon Rihanna was celebrated for its wide range of skin color foundations made to suit all skin types. The beauty entrepreneur wanted people from all over the world to be included and to trust a brand that would inspire and allow them to have fun.


After suddenly losing her mother, Nancy Twine followed her passion and launched a line of plant-based hair care products for everyone, which means every hair type, texture, ethnicity, background and need. As a woman of color, Twine wanted Briogeo to go beyond her needs with shampoos, conditioners, masks and treatments aimed at different concerns. The end result became her successful beauty brand, which captured the attention of the beauty world.


Katie Sturino is a beauty blogger turned author turned entrepreneur who wanted to normalize real body problems. Its body care line, Megababe, tackles “taboos” and little-known body problems with products such as Thigh Rescue, an anti-rub stick and Bust Dust, a talc-free powder that absorbs sweat to help keep bras dry. and top. Megababe was created for all human beings who want to feel comfortable in their own skin and body.

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