Generational differences explain how consumers shop beauty — but culture and ethnicity shape what beauty means in the first place. Today, diversity isn’t a niche conversation; it’s a business imperative. Brands that fail to reflect the realities of their consumers risk irrelevance in an increasingly inclusive marketplace.
Inclusivity Is No Longer Optional
A decade ago, shade ranges often stopped short of representing darker skin tones. Today, inclusivity has become table stakes. When Fenty Beauty launched with 40+ shades, it didn’t just disrupt the industry — it reset the baseline expectation.
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Black and Latina consumers demand not only broader ranges but formulations that reflect their needs (e.g., undertones, pigmentation, textured hair care).
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Asian and South Asian consumers influence trends like K-beauty, J-beauty, and Ayurvedic skincare, where holistic routines blend beauty with wellness.
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Haircare as a Cultural Touchstone
Hair is deeply tied to identity and culture. For Black consumers in particular, textured haircare is not just a product category — it’s a space of empowerment, history, and expression.
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Protective styles, natural curls, and scalp care have all moved from “specialized” shelves into the mainstream.
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Latinx shoppers also push demand for treatments and styling products that celebrate natural texture.
Brand takeaway: When brands treat textured haircare as niche, consumers notice. Authentic investment in innovation, representation, and marketing earns lasting loyalty.
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Representation That Resonates
Consumers across ethnic groups over-index on expecting brands to show up authentically. Representation isn’t just about a diverse ad campaign — it extends to who’s behind the product, who’s in leadership, and how a brand responds to cultural conversations.
When brands get it wrong, consumers notice fast. Tarte Cosmetics learned this in 2023 when it faced backlash for inviting mostly white influencers on a high-profile Dubai trip. The few creators of color who were included were perceived as “box-checking” rather than meaningful representation — a classic case of tokenism. The response was swift and negative, especially among Gen Z and multicultural consumers, who called out the lack of authenticity across TikTok and Instagram.
By contrast, brands like Fenty Beauty have shown what real inclusion looks like: embedding diversity into product design, marketing, and leadership from day one.
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Black and Latinx Gen Z consumers are more likely to call out performative or tokenized marketing.
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Asian American consumers want acknowledgment of heritage-driven practices without stereotype.
Brand takeaway: Tokenism backfires. Authentic representation builds bridges, loyalty, and long-term trust.
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The Intersection of Culture and Generations
While every generation cares about inclusivity to some degree, Gen Z’s unprecedented diversity makes this expectation universal. They don’t just want brands to reflect them — they want brands to reflect everyone.
Older generations, meanwhile, are increasingly influenced by this shift. Even Boomers and Gen X are now engaging with multicultural products and global beauty routines that were once seen as “outside the mainstream.”
The Bottom Line: Culture Is the New Currency
Ethnicity and cultural identity are no longer “segments” within beauty. They are central to shaping innovation, loyalty, and growth. Consumers expect brands to see them authentically — not only on the shelf, but across the entire brand experience.
The cost of getting this wrong is steep. Tokenism doesn’t just spark backlash on social media — it erodes trust, damages brand equity, and can push consumers toward competitors who feel more genuine.
In beauty, culture meets commerce — and the brands that listen deeply, invest authentically, and act inclusively are the ones that thrive.
At Insights in Marketing, we help brands uncover these cultural truths and translate them into strategies that connect.
Want to see how cultural insights can sharpen your strategy?
ICYMI: Catch up on [Part 1 of the series → From Ritual to TikTok: How Generations Shop Beauty Differently]
Next Up: The Future of Beauty is Intersectional — where generational shifts and cultural diversity collide to create beauty’s next frontier.