Mary Carolonza Discovers Exciting New Campaigns from Natural and Inclusive Beauty Brands

Mary Carolonza
4 min readMar 29, 2021

Today, many beauty companies are coming to understand the impact of inclusive marketing campaigns. The question of representation in the beauty industry has long been controversial, but many prominent brands have committed to racial and gender inclusivity in recent years. In addition, many natural beauty brands have come on the market, providing a green alternative to products that are sometimes laden with chemicals.

Inclusive Beauty Brands

Mary Carolonza, a communications major from Pottersville, New Jersey, explores campaigns from leading beauty brands, sharing what makes each brand’s campaign special.

Fenty Beauty

Mary Carolonza Discusses Inclusive Beauty Brands

Rihanna’s beauty brand has been committed to inclusivity since its inception in 2017. The brand’s vision is “Beauty for All,” which shows through its makeup and skincare collections.

Fenty Beauty was one of the first brands to be committed to representing marginalized women and cultures. The brand features 50 foundation shades, meaning that women with fair, olive, and dark skin can find exactly what they need.

Rihanna, a well-known musician and the brand’s founder, decided that she wanted to launch her brand globally and simultaneously. This required the tireless work of hundreds of marketing and communications staff behind the scenes. From the day of inception, the brand was ready to ship to 137 countries.

What sets Fenty Beauty’s marketing campaign apart is that it was an omnichannel operation from day one. The brand launched on YouTube, a common tactic today but almost unheard-of for a beauty brand in 2017.

Another unique aspect of Fenty Beauty’s marketing plan is that it never used the word “inclusive” in its campaigns. Inclusive is how the press and consumers labeled them. The brand is authentically focused on supporting its customers in achieving their best appearance.

While the brand is expensive enough to prohibit many drugstore shoppers from buying it, it is more affordable than some of its high-end competitors.


Glossier has taken part in the inclusivity revolution as well. Recently, the brand featured its employees and social media fans in a marketing campaign. Seeing beauty redefined by a makeup company provided many customers with the confidence to try their favorite looks.

Glossier is a direct-to-consumer brand modeled on eyeglass retailer Warby Parker and shaving company Dollar Shave Club. Running an all-online campaign makes it easier to focus their efforts and find the best ways to express their individuality.

L’Oréal Paris

As a drugstore brand, L’Oréal is one of the most accessible brands for the everyday shopper. Their approach to inclusivity is complete and starts from the corporate office. Like Fenty Beauty, they have been focused on an inclusive foundation brand, True Match.

Many diverse influencers from the Black community have been featured in L’Oréal’s campaigns, including Viola Davis. L’Oréal has also been at the forefront of gender diversity, featuring a male beauty blogger in one of its campaigns.

Green and Natural Brands

Inclusive brands are great, and it’s time that we start seeing more inclusion. However, there are also some amazing green and natural brands too.

Mary Carolonza Gives Examples of Green and Natural Beauty Brands


Axiology was launched as an “evil-free,” “super ethical” lipstick brand. The brand has all vegan products and claims to make no damaging impact on the environment or human and animal health. Their products are intended to contain ten or fewer ingredients: mineral pigments, botanical extracts, and nourishing oils. Even the packaging is plastic-free.

Alima Pure

Alima Pure has made its fortune based on ingredient transparency. Every ingredient used by the company is listed on its website, along with the reasons for its use. Evening primrose and argan oil are two of the most common ingredients.

Joséphine Cosmetics

Joséphine Cosmetics leads its marketing with a “sultry” image rather than opening with its natural ingredients, but the brand is full of healthy natural ingredients. Cocoa butter, olive oil, vitamin E, and rosehip oil are four of the most prominent ingredients in its popular matte lipstick.


Antonym has an Ecocert certification. Ninety-nine percent of its ingredients are of natural origin, and eleven percent are certified organic. Their most popular product, Baked Blush, is inclusive and looks good on most skin tones.

Han Skin Care Cosmetics

Han’s products are free of parabens, synthetic fragrance, and animal cruelty. The brand features all plant and vegetable pigments along with nourishing ingredients like green tea and argan oil.

Ilia Beauty

Ilia Beauty features quality bio-active botanicals. It is one of the cleanest brands on the market today, and it has a wide variety of shades and formulations. Beauty bloggers love their Fade Into You Powder and Beauty Essential Shadow Palette.

Natural and Inclusive Brands

Mary Carolonza recommends that socially and environmentally responsible makeup wearers look into making their purchases thoughtfully. There are dozens of great options for brands that project a truly inclusive beauty message and those that contain no harmful ingredients.

Marketing these beauty brands to the public requires special skills, along with the use of popular influencers and multichannel techniques. Mary Carolonza will continue to keep an eye on the marketing of natural and inclusive beauty lines.



Mary Carolonza

Mary Carolonza is from Pottersville, New Jersey, and is currently studying communications in university. She has a deep passion for travel and the arts.