Let’s be honest: the beauty industry has a representation problem.

While new shades and slogans pop up every season, millions of people are still being left out. People with deeper skin tones. People who don’t identify within the binary. People who are older, disabled, or don’t fit the narrow standards we’ve been fed for decades.

At älliés, we’re not here to “tick the box.” We’re here to flip the script.

This week, we launched “Are you an ällié?”, a national campaign across Stockholm, Gothenburg, and Malmö — and into the heart of the suburbs like Tensta, Vällingby and Vårby — to challenge the beauty norms that continue to exclude.

We’ve partnered with street marketing agency Posterman Street and the norm-breaking talent agency Iconicli to take our message to the streets. Posters. Flyers. Shade-inclusive product samples in every tone we make. Not just in central shopping districts — but in the spaces where true representation starts: our communities.

Because this campaign isn’t about branding.

It’s about belonging.

Made for You. All of You.

At the core of this campaign is one simple message:

“Made for you. All of you.”

We create makeup and skincare for every skin tone, every gender, every age, every identity. But more than that, we’re building a community — one that reflects the real world, not just what fits in a product ad.

We use gender-neutral language, we show real people from diverse backgrounds, and we educate the next generation of makeup artists through älliés academy, ensuring that tomorrow’s beauty professionals can meet the needs of all clients — not just the ones who’ve always been centered.

This Is What Activist Beauty Looks Like

Our CEO Aysha Jones puts it simply:

“This isn’t just about shades or labels. It’s about power — who gets to feel seen, and who’s still fighting to be recognized.”

Over 70% of consumers say they feel underrepresented in the beauty space*. That’s not a trend. That’s a failure — and we’re here to change it.

We believe beauty should never make you feel like you have to shrink, hide, or “fix” who you are. At älliés, beauty is power, visibility, and joy.

*Sources: Deloitte Digital – The Rise of Inclusive Marketing (2019); Google x The Female Quotient – The Power of Inclusive Ads (2019); Statista – Representation in Beauty Industry (2021)

So… Are You an ällié?

Sign up to our community and become one of us 💜

xoxo,
The älliés Team