Breaking barriers: combating ageism in the beauty industry with inclusivity

The beauty industry has long been criticized for perpetuating narrow beauty standards and marginalizing individuals based on various things such as skin tone, functionality, gender, size and age. Ageism, the discrimination or prejudice based on someone's age, has become a pervasive issue in this multi-billion-dollar industry. However, in recent years, a wave of activists and smaller indy brand such as älliés cosmetics focusing on inclusivity has emerged, working tirelessly to challenge these norms and create a more diverse and accepting beauty landscape. Today we explore the issue of ageism in the beauty industry and highlights the importance of brands like ours efforts in ending it together with our partners and ambassadors.

The impact of ageism in the beauty industry
Ageism in the beauty industry manifests in various ways, from limited representation of older individuals in marketing campaigns to the lack of age-diverse product offerings and rejections in the hiring process for positions in the industry. The prevailing focus on youthfulness often reinforces societal stereotypes and pressures individuals to conform to unrealistic beauty standards, leaving older consumers feeling ignored, invisible, or inadequate. This exclusionary environment perpetuates ageism and hampers the self-esteem and confidence of many individuals.

The rise of inclusive makeup brands and activists
In response to these challenges, a new generation of smaller yet powerful inclusive makeup brands and activists has emerged, committed to breaking down barriers and promoting inclusivity across age groups. These brands and individuals recognize that beauty knows no bounds and that every stage of life deserves celebration. By embracing diversity and challenging societal norms, they are reshaping the beauty industry's landscape. A change much needed and welcomed even by the young audience and consumers!

Promoting representation and diversity
Small indy inclusive makeup brands are at the forefront of promoting age diversity by featuring older models and ambassadors in their marketing campaigns. Through these inclusive representations, brands like ours aim to challenge the prevailing notion that beauty is solely the domain of youth. By showcasing the beauty and wisdom that come with age and aging, we are empowering individuals to embrace their unique features and redefine beauty standards. This is a work we do together with agencies such as Golden age model agency and activists like Anna “En pantertant i leopard” Perlestam and Katriina ”Mognapersikan” Mäkinen.

Tailoring products to all ages
Another key aspect of our efforts is the development of age-inclusive product ranges. A development we’ve been working on daily since the new ownership of FÄRG MAKEUP in 2022. Recognizing the distinct needs and preferences of different age groups, we will amp up our offer of an even wider variety of makeup products that cater to various skin types, tones, and concerns. From skincare infused with age loving ingredients to cosmetics that enhance natural beauty, we as a inclusive makeup brand want to ensure that individuals of all ages can find more products amongst our all ready broad range that meet their specific needs.

Building a Supportive Community
älliés cosmetics as a real inclusive makeup brand understands the importance of fostering a sense of community among our customers. We try to create spaces where individuals of all ages, sizes, tones, gender and functionality can come together, share experiences, and support one another. Through our social media platforms, our events, and inclusive brand messaging, we want to encourage dialogue, uplift diverse voices, and create a sense of belonging for everyone.

Challenging Societal Norms
Above all, inclusive makeup brands like ours together with Golden age model agency, Anna and Katriina are challenging societal norms and stereotypes that perpetuate ageism. By celebrating the beauty and worth of individuals at every stage of life, we are dismantling the notion that youth is the only desirable age. We actively work to reshape the beauty industry's narrative, promoting inclusivity, acceptance, and self-love for all.

The bottom line
Ageism in the beauty industry is a deeply rooted issue that requires collective effort to overcome. Inclusive makeup brands play a crucial role in challenging ageist norms and fostering a more accepting beauty landscape. By promoting representation, tailoring products, building supportive communities, and challenging societal norms, we are making significant strides toward ending ageism. As consumers, supporting and embracing inclusive brands can help create a more inclusive and empowering beauty industry as it forces bigger brands to follow our lead, where beauty truly knows no age limits.