GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Cosmetic Industry Statistics

Diversity influences consumer choices, brand success, and industry growth significantly.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

37% of beauty brands have increased their investment in diverse advertising campaigns in 2023

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49% of beauty brands have partnered with diverse influencers or ambassadors

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35% of beauty brands have implemented ongoing diversity training programs for their staff

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42% of beauty companies plan to increase their focus on underrepresented groups in marketing campaigns in the next year

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28% of beauty brands have launched specific initiatives aimed at advancing inclusion within their corporate culture

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65% of consumers say that diversity influences their purchasing decisions in the beauty industry

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52% of Millennials prefer brands that demonstrate a commitment to diversity and inclusion

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80% of consumers are more likely to purchase from a brand that is actively dedicated to diversity and inclusion

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48% of consumers feel underrepresented by existing beauty marketing campaigns

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50% of consumers say they are more likely to recommend a beauty brand that promotes diversity

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64% of Gen Z consumers prioritize diversity and inclusion in their brand choices

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55% of beauty consumers believe that representation promotes more positive societal attitudes towards different ethnicities

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72% of consumers agree that brands need to be more transparent about their diversity initiatives

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61% of consumers believe that diversity and inclusion should be a core business value

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66% of Millennials and Gen Z shoppers seek out brands that have visible diversity in their advertising

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53% of beauty shoppers feel more confident purchasing products from brands that acknowledge multiple skin tones and types

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75% of consumers expect brands to actively demonstrate their commitment to inclusivity over the next five years

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50% of consumers feel that brands should be more transparent about their diversity and inclusion metrics

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53% of consumers reported that diverse representation in product packaging influences their buying decisions

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64% of surveyed Europeans believe that increased diversity in beauty enhances product appeal

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42% of consumers believe influencer diversity impacts their trust in a beauty brand

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60% of beauty consumers are more loyal to brands that are visibly committed to inclusive beauty

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54% of brands reported increased sales following the launch of more inclusive product lines

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46% of beauty brands are now incorporating more diverse models in their advertising

Statistic 25

78% of beauty professionals say that diverse product innovation drives industry growth

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69% of beauty brands report that their inclusion efforts have positively affected brand perception

Statistic 27

55% of consumers feel more connected to brands that celebrate different cultural traditions

Statistic 28

70% of beauty professionals agree that diversity and inclusion are important factors in brand success

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33% of beauty companies have a dedicated DEI team or committee

Statistic 30

54% of surveyed consumers feel the beauty industry has improved its inclusivity efforts recently

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35% of beauty companies have faced criticism or backlash for lack of diversity in their marketing

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40% of industry executives believe that diversity and inclusion initiatives can accelerate brand growth

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67% of beauty industry employees support increased diversity in marketing and product development

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72% of beauty professionals believe that diversity is essential for future industry innovation

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44% of industry leaders say that lack of diversity awareness limits innovation potential

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61% of beauty brands view diversity and inclusion as a key factor for global expansion

Statistic 37

45% of beauty brands have introduced more inclusive product ranges in the last three years

Statistic 38

78% of Black consumers feel that the beauty industry does not reflect their skin tones adequately

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58% of women of color have stated they found it challenging to find products suited to their skin

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40% of brands have adopted more inclusive product descriptions and labels

Statistic 41

43% of beauty brands use social media to showcase diversity, but only 25% feel their efforts are adequate

Statistic 42

30% of non-white consumers report feeling underrepresented by mainstream beauty brands

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Key Highlights

65% of consumers say that diversity influences their purchasing decisions in the beauty industry
45% of beauty brands have introduced more inclusive product ranges in the last three years
78% of Black consumers feel that the beauty industry does not reflect their skin tones adequately
58% of women of color have stated they found it challenging to find products suited to their skin
52% of Millennials prefer brands that demonstrate a commitment to diversity and inclusion
42% of consumers believe influencer diversity impacts their trust in a beauty brand
37% of beauty brands have increased their investment in diverse advertising campaigns in 2023
60% of beauty consumers are more loyal to brands that are visibly committed to inclusive beauty
70% of beauty professionals agree that diversity and inclusion are important factors in brand success
54% of brands reported increased sales following the launch of more inclusive product lines
80% of consumers are more likely to purchase from a brand that is actively dedicated to diversity and inclusion
33% of beauty companies have a dedicated DEI team or committee
48% of consumers feel underrepresented by existing beauty marketing campaigns

In a rapidly evolving beauty landscape, where 65% of consumers say diversity shapes their purchasing choices, the cosmetic industry is increasingly embracing inclusion—yet significant gaps remain in representation, product accessibility, and authentic marketing efforts that are crucial for future growth.

Brand Initiatives and Investments in Diversity

37% of beauty brands have increased their investment in diverse advertising campaigns in 2023
49% of beauty brands have partnered with diverse influencers or ambassadors
35% of beauty brands have implemented ongoing diversity training programs for their staff
42% of beauty companies plan to increase their focus on underrepresented groups in marketing campaigns in the next year
28% of beauty brands have launched specific initiatives aimed at advancing inclusion within their corporate culture

Brand Initiatives and Investments in Diversity Interpretation

While nearly half of beauty brands are championing diversity through influencer partnerships and increased advertising, the modest strides in internal inclusion initiatives suggest there's still a mirror to be held up to the industry’s reflection—showing progress, but room for a more genuinely inclusive beauty revolution.

Consumer Perspectives and Preferences

65% of consumers say that diversity influences their purchasing decisions in the beauty industry
52% of Millennials prefer brands that demonstrate a commitment to diversity and inclusion
80% of consumers are more likely to purchase from a brand that is actively dedicated to diversity and inclusion
48% of consumers feel underrepresented by existing beauty marketing campaigns
50% of consumers say they are more likely to recommend a beauty brand that promotes diversity
64% of Gen Z consumers prioritize diversity and inclusion in their brand choices
55% of beauty consumers believe that representation promotes more positive societal attitudes towards different ethnicities
72% of consumers agree that brands need to be more transparent about their diversity initiatives
61% of consumers believe that diversity and inclusion should be a core business value
66% of Millennials and Gen Z shoppers seek out brands that have visible diversity in their advertising
53% of beauty shoppers feel more confident purchasing products from brands that acknowledge multiple skin tones and types
75% of consumers expect brands to actively demonstrate their commitment to inclusivity over the next five years
50% of consumers feel that brands should be more transparent about their diversity and inclusion metrics
53% of consumers reported that diverse representation in product packaging influences their buying decisions
64% of surveyed Europeans believe that increased diversity in beauty enhances product appeal

Consumer Perspectives and Preferences Interpretation

With over 80% of consumers more likely or willing to recommend beauty brands embracing diversity—especially among Millennials and Gen Z—this data underscores that in the cosmetic industry, true beauty is now defined not just by the product but by its reflection of society's vibrant multicultural tapestry and the transparency that fosters consumer trust.

Impact of Diversity on Consumer Loyalty and Sales

42% of consumers believe influencer diversity impacts their trust in a beauty brand
60% of beauty consumers are more loyal to brands that are visibly committed to inclusive beauty
54% of brands reported increased sales following the launch of more inclusive product lines
46% of beauty brands are now incorporating more diverse models in their advertising
78% of beauty professionals say that diverse product innovation drives industry growth
69% of beauty brands report that their inclusion efforts have positively affected brand perception
55% of consumers feel more connected to brands that celebrate different cultural traditions

Impact of Diversity on Consumer Loyalty and Sales Interpretation

With nearly half of consumers citing influencer diversity as a trust factor and over 60% loyalty tied to visible inclusivity, the rapidly shifting beauty industry underscores that embracing diversity isn't just morally right—it's a lucrative strategy that fuels innovation, enhances brand perception, and deepens consumer connections.

Industry Perspectives and Challenges on Diversity and Inclusion

70% of beauty professionals agree that diversity and inclusion are important factors in brand success
33% of beauty companies have a dedicated DEI team or committee
54% of surveyed consumers feel the beauty industry has improved its inclusivity efforts recently
35% of beauty companies have faced criticism or backlash for lack of diversity in their marketing
40% of industry executives believe that diversity and inclusion initiatives can accelerate brand growth
67% of beauty industry employees support increased diversity in marketing and product development
72% of beauty professionals believe that diversity is essential for future industry innovation
44% of industry leaders say that lack of diversity awareness limits innovation potential
61% of beauty brands view diversity and inclusion as a key factor for global expansion

Industry Perspectives and Challenges on Diversity and Inclusion Interpretation

While a majority of beauty professionals and consumers recognize diversity and inclusion as vital for brand success and innovation, the fact that only a third of companies have dedicated DEI teams suggests the industry is still applying makeup to its genuine commitment—it's time for deeper reflection and action to truly reflect the diverse beauty of the world.

Representation and Inclusivity in Product Offerings

45% of beauty brands have introduced more inclusive product ranges in the last three years
78% of Black consumers feel that the beauty industry does not reflect their skin tones adequately
58% of women of color have stated they found it challenging to find products suited to their skin
40% of brands have adopted more inclusive product descriptions and labels
43% of beauty brands use social media to showcase diversity, but only 25% feel their efforts are adequate
30% of non-white consumers report feeling underrepresented by mainstream beauty brands

Representation and Inclusivity in Product Offerings Interpretation

While nearly half of beauty brands have expanded inclusive ranges and social media efforts strive to showcase diversity, a significant gap remains—highlighting that progress is still more about casting a wider net than truly reflecting the rich tapestry of consumer identities; after all, when 78% of Black consumers feel underrepresented and 30% of non-white consumers remain unseen by mainstream brands, the industry's work on inclusion is far from over.