Brands are constantly promoting the importance of inclusivity, and while some practice what they preach, others get caught up in virtue signaling to check off a box rather than putting in the work. Now there’s a clear-cut way to identify which beauty brands are the most holistically inclusive. Former Google executives recently developed SeeMe Index, an AI-based platform that measures brands’ consumer-facing inclusivity efforts, and it just revealed how the top 40 beauty brands scored on inclusivity efforts.
According to the press release, eight of the 40 brands researched received the SeeMe Index Seal of Approval. This is earned by scoring over 200 points for inclusivity across ads, products and DEI commitments to demonstrate inclusivity. The most inclusive brand overall was MAC followed by Dove and Esteé Lauder. Rounding out the “Certified Inclusive” brands are L’Oreal Paris, NYX Cosmetics, Maybelline, Fenty Beauty & Fenty Skin and e.l.f.
The release points to some data that magnify just how essential taking stock of inclusivity in the beauty industry is. People with darker skin tones average four times less screen time in beauty ads than their lighter skin counterparts. Larger body sizes make up less than three percent of people shown in beauty ads. Less than one percent of those in beauty ads are over 55.
“By utilizing AI technology, the SeeMe Index measures representation in advertising, product lines, and external DEI commitments across six identity dimensions, including gender expression, age, skin tone, observed sexual orientation, body size, and visible disability,” says the press release. “This comprehensive approach offers a holistic view of a brand’s consumer-facing inclusivity efforts,” it notes. This information can help brands evolve and consumers make more educated shopping choices.
