Foundation aside, Rihanna has already left consumers and the beauty industry in no doubt that inclusivity is the keyword of her new makeup line thanks to its video campaign, which features models of wildly varying skin tones.
And Rihanna’s Fenty Beauty isn’t the only beauty brand catering to people from all walks of life — A.P.D.G. hit the headlines recently, thanks to its colour-inclusive approach to foundation, while major brands such as MAC, Maybelline and Lancôme have all recently expanded their products to include cosmetics designed for deep skin colours.
It appears that the industry is broadening its definition of beauty, and not just when it comes to skin tone. Earlier this month, Asos unveiled its debut cosmetics collection, as well its new Asos Face + Body concept, with a campaign featuring both women and men of all sizes and skin tones. An accompanying press release stated: "There are no rules or limits, just endless ways to be you."
Elsewhere, 2017 has seen male vlogger Manny Gutierrez and makeup artist James Molloy unveiled as ambassadors for Maybelline and Rimmel London respectively. It seems that diversity is the key beauty trend of the season. And we can bet this trend - which is linked to deep cultural and social changes - is here to stay!