The Rise of Ethnic Beauty Standards: How Multicultural Consumers Are Reshaping the Market
Beauty is no longer a one-size-fits-all industry. As multicultural populations grow and their voices become louder, ethnic beauty standards are not only being acknowledged—they’re redefining the mainstream. From product innovation to marketing strategies, the beauty industry is undergoing a massive transformation, driven by a diverse, empowered generation of consumers who expect inclusion, authenticity, and cultural relevance.
1. Multicultural Consumers: A Force Behind Beauty's Evolution
According to Vogue Business, the rise of multiracial consumers—particularly in North America—is challenging beauty brands to think beyond Eurocentric ideals. Gen Z is the most racially and ethnically diverse generation to date, reshaping beauty norms and expectations. With over 50% of U.S. children under 16 identifying as non-white, brands can no longer afford to ignore diverse skin tones, hair textures, and cultural beauty rituals.
To meet this demand, companies like L’Oréal and Estée Lauder are expanding product lines and investing in inclusive R&D. L’Oréal has even implemented AI tools to personalize products for a wide range of tones and undertones.
2. Economic Power Meets Representation Gap
- Black consumers account for 11.1% of total beauty spending in the U.S., yet Black-owned brands make up only 2.5% of industry revenue.
- This gap highlights the need for better access, funding, and support for underrepresented founders—and the opportunity for brands to invest in true equity, not just diversity.
- Retailers like Target and Sephora are committing to the 15 Percent Pledge, ensuring at least 15% of shelf space is dedicated to Black-owned brands.
3. Cultural Traditions Meet Innovation
- South Asian consumers seek skincare informed by Ayurveda.
- East Asian buyers drive demand for fermented ingredients and essence-based routines.
- Latinx shoppers value multi-functional products influenced by natural botanicals and home remedies.
According to Mintel, 63% of multicultural consumers are more likely to purchase from a brand that reflects their cultural identity in products or advertising. Heritage-inspired ingredients are now paired with cutting-edge technology to meet these preferences.
4. Tech-Driven Personalization Is Key
In the era of AI and biotechnology, personalized beauty is becoming more precise—and more inclusive.
Brands are now using AI-driven diagnostics, AR filters, and even DNA-based analysis to help consumers find products that match their specific skin and hair needs.
- Prose: Personalized hair care formulas based on hair type, climate, and lifestyle.
- Function of Beauty: Custom formulas designed by users according to ethnicity, goals, and hair history.
- L’Oréal Perso: On-the-spot lipstick, foundation, and serum personalized by environment and skin tone.
These AI and biotech tools not only improve results—they ensure consumers feel seen and understood.
5. What Can Brands Do to Stay Relevant?
- Rethink Product Development: Build inclusive shade ranges and routines informed by real consumer insights.
- Show Authentic Representation: Feature real stories, languages, and beauty standards rather than token visuals.
- Support Diverse Founders: Partner with and invest in entrepreneurs from marginalized communities.
- Prioritize Cultural Intelligence: Don’t just localize—contextualize traditions and rituals respectfully.
- Use Data Responsibly: Leverage personalization technologies while avoiding biases in algorithms.
Final Thoughts: The multicultural beauty movement isn’t a trend—it’s the new reality. Consumers from all backgrounds are embracing their roots, celebrating their identities, and asking brands to do the same. The brands that rise to this challenge—by listening, learning, and innovating inclusively—won’t just survive in the evolving beauty landscape. They’ll lead it.
For more insights on embracing diversity in marketing, Click Here to follow us!
