As a visual designer in market research, my work is all about understanding what resonates with a wide spectrum of people and creating designs that reflect diverse voices.
That is why, when it comes to brands, I always find myself drawn to those that not only deliver great products but also stay true to their customers and broaden their base by embracing inclusivity.
Here are three brands that continue to inspire me in how they put people first by trying to appeal to as many of them as possible, just like I do through my visual designs.
1. Fenty Beauty & Savage X Fenty: Skin Tone & Body Inclusivity
Rihanna’s Fenty Beauty has become the gold standard in inclusive beauty, and for good reason.
When it launched, it completely disrupted the beauty industry with its 40-shade foundation range, designed to cater to a wide array of skin tones that had been historically underserved by most makeup lines. This wasn't just a marketing strategy - it was a reflection of Rihanna's vision of "beauty for all." Since then, the brand has expanded its offerings to 50 shades, setting a new benchmark for what it means to be inclusive in the beauty industry.
This inclusivity extends beyond makeup. Savage X Fenty, Rihanna's lingerie line, deserves an honorable mention for its commitment to celebrating bodies of all shapes and sizes. By featuring diverse models and offering plus-size options, the brand ensures that everyone can feel confident and beautiful, regardless of their body type. Fenty's success proves that inclusivity isn’t a trend—it's a necessary shift in how we view beauty.
2. YouTube: Worldview Inclusivity
In today’s world, YouTube is more than just a video-sharing platform - it’s a stage for people from all walks of life to share their stories, knowledge, and creativity.
One thing I admire about YouTube is their commitment to making sure everyone feels welcome and heard, regardless of their background. YouTube has empowered countless voices, from small independent creators to global influencers, by giving everyone an equal platform to be heard.
In addition to their platform's inclusivity, YouTube has continuously worked on improving its accessibility features. By making design updates that cater to people with low vision or blindness, YouTube shows that inclusivity is about action, not just words.
YouTube’s efforts to create healthier comment sections by reducing hate speech and promoting respectful conversations show that they care about the community they’ve built and want to make the space as positive as possible for all.
3. Ulta Beauty: Spending Power Inclusivity
For anyone looking to explore beauty products across a range of price points, Ulta Beauty stands out as a brand that champions inclusivity on an economic level.
By offering both high-end and drugstore brands under one roof, Ulta has created an environment where people of all budgets can discover products they love. Whether you're searching for a luxurious skincare product or an affordable mascara, Ulta ensures that beauty is accessible to everyone.
But Ulta’s inclusivity goes beyond just pricing.
Through initiatives like the Ulta Beauty's Joy Project, the company is making a real effort to tackle the inner critic and negative self-talk that affect so many, especially Gen Z. Ulta is training its employees to spread joy and positivity, recognizing that beauty is not just about products but about how we feel about ourselves. The Joy Project is designed to spread positivity and help customers focus on the joy that beauty can bring, both inside and out.
As a designer in market research, it's inspiring to see brands like Fenty Beauty, YouTube, and Ulta Beauty setting new standards for inclusivity. Whether it's by offering more shades in foundation, providing a platform for diverse voices, or making beauty accessible at every budget, these brands are proving that inclusivity is not just a buzzword but a core value. They’ve raised the bar and shown that staying true to your customers means embracing their diversity and creating experiences that make everyone feel seen and heard.
And I’m not alone in celebrating these brands; in a 2023 YPulse study on Gen Z’s Top 50 Most Inclusive Brands in North America, Savage x Fenty ranked #1 (61%), Fenty Beauty ranked #2 (60%), YouTube ranked #4 (54%), and Ulta Beauty ranked #31 (37%). These brands lead the way in inclusivity, showing that it's essential to resonate with customers by valuing their unique identities and perspectives.
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