Beauty is beyond colour of skin, and brands like Twenty Beauty are redefining inclusivity

Inclusivity is growing. Beauty brands are now expanding colours of representation. The best of all, it is being normalised.

Interracial makeup products are the ultimate stars of this beauty era. The beauty industry is seeking to show positive dynamics in the representation of ethnicity and cultures. According to consumer analysts at Global Data, it is believed that beauty inclusivity has claimed the spotlight in recent years, and while many brands have changed advertising, upgraded product formulations and shifted social messaging, it remains a complex area to navigate.

In Asia, Twenty Beauty redefined inclusivity and proved that all races are the same but differently beautiful, by its bold campaign featuring models from different races across the globe.

Besides, the brand aced the formulation of its products with cosmeceuticals. Some of them include hyaluronic acid, natural extracts, shea butter and others. The ideology behind this is to enhance the application of makeup products to have great playtime on the skin by providing hydration.

Twenty Beauty has officially affirmed that makeup is “not a mask to hide your skin colour but it’s a divine art to accentuate your genetical makeup”.

Speaking of the brand, founder Jyotsna Reddy says, “High-performance makeup in the industry has inspired the brand to curate makeup with the goodness of skincare actives that prices at an affordable range without having to compromise to the quality of niche brands.”

She adds: “We arrived at a milestone in Twenty Beauty when it became more than a brand. It has been such a reward to create a dynamic community that can help us serve better. It was made possible through our determination to innovate and ensure customer satisfaction through in and out. The roots of the company arose from the need to inspire and empower communities that lacked representation.”