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Pop culture, fashion, and beauty are all finally embracing inclusivity and diversity—and all are thriving because of it. The successes of Fenty Beauty, Pat McGrath Labs, and Black Panther are a testament to the way inclusivity is financially paying off for both consumers and companies—not to mention morally paying off for society. Yesterday (April 17), Target, a company that has already demonstrated its interest in promoting diversity and body positivity, spurred on the movement by introducing eight new brands that expand the store’s makeup offerings to include a wider range of complexion shades.

The eight brands—all led by women, I might add—are Makeup Geek, Violet Voss, Hue Noir, EveryHue Beauty, Coloured Raine, Haleys, Reina Rebelde, and the Lip Bar. Together they add more than 150 cosmetics designed for medium-to-dark skin tones to Target’s repertoire. The products range in price from $10 to $25 and are available online only as of yesterday but will reach select Target stores on May 20, according to a press release.

“We went from having nothing but a wall of relaxers in the back of the store to assortments that speak to every hair type, every skin type, with messaging that is relevant, and that’s inclusive with companies that are coming out of our communities.” —Richelieu Dennis, founder and CEO of SheaMoisture

At Target’s Multicultural Beauty Panel, which accompanied the launch, the changing landscape of inclusive and diverse beauty was noted. Richelieu Dennis, founder and CEO of SheaMoisture, said that in the past 10 years, “we went from having nothing but a wall of relaxers in the back of the store to assortments that speak to every hair type and every skin type, with messaging that is relevant, and that’s inclusive with companies that are coming out of our communities.”

The products not only offer a wide range of shades, but also a slew of cruelty-free items like fake eyelashes as well as makeup that’s vegan and free of sulfates, phthalates, parabens, and fragrance—giving women of color more mindful choices than ever before at Target.

Gizelle Bryant, co-founder of EveryHue, said at the panel, “We do believe that beauty comes in every shape and every size, but it also comes in a bunch of different hues. That research went into the lab and creating a product that really did nail the skin tone of a bunch of different hues, concentrating on people of color.”

With all of the innovation and expansion happening in the beauty industry, the future is looking brighter, cleanerand more inclusive.

Beauty brands are making their labels easier to read. And here’s why you may want to look at the one on your Epsom salts twice.

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