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Expert Career Advice ➜ Managing a Beauty Business ➜ Inclusivity & Diversity in the Beauty Industry: How to Support Efforts Year Round

Beauty is for everyone, full stop. So how can beauty professionals create a workplace that includes everyone, from employees to clients? June is an excellent time for beauty pros to assess their efforts, applaud progress, and address areas that need improvement. 

Below, we'll discuss the following:

• Inclusivity & diversity (I&D) efforts in the beauty industry at large
• The difference between inclusivity and diversity
• Steps beauty pros can take to foster an inclusive and diverse workplace year round

Inclusivity and diversity efforts in the beauty industry at large

For many, 2020 was a year of racial reckoning, thanks to the pandemic, Black Lives Matter protests, and political unrest. 

Vanessa Clark, a master cosmetologist and master barber in Lebanon, Kentucky, says she's experienced racism in her 11+ year career, but her strength and resiliency have kept her going. She also says she noticed a distinct shift three years ago. 

"I honestly feel like all the events that happened during COVID, with the BLM movement & Stopping Asian Hate among other organizations, brought light to very sensitive topics that have often been swept under the rug," she explains. "It gave everyone time to be still and to realize the bigger picture of what is going on."

Beauty brands took notice of this bigger picture as well. And while there's still plenty of room for improvement, it's essential to acknowledge and celebrate some highlights from the last several years. 

• Lizzo graced the cover of Vogue.

• Gucci featured a teen model with Down syndrome in its "Unconventional Beauty" campaign.

• More and more beauty brands, from Morphe to Milk Makeup, take gender inclusivity to heart.

• Other brands, like Guide Beauty, are designing products for people with disabilities. (The actress Selma Blair, who has multiple sclerosis, became Guide Beauty's creative director in 2022.)

And, of course, let's not overlook Rihanna's Fenty Beauty, which the musician launched in 2017  "so that people everywhere would be included." Fenty Beauty took off and is still going strong six years later, turning Rihanna into a billionaire.

Kiana Watson, a licensed cosmetologist and cosmetology instructor based out of Atlanta, says the beauty industry has indeed made progress regarding representation in marketing and product development.

"Brands are increasingly featuring models and ambassadors from various racial, ethnic, and cultural backgrounds in their advertising campaigns," she says. "This move toward inclusive marketing helps break traditional beauty standards and showcases a broader range of beauty ideals. Some beauty brands have made efforts to develop products that cater to the specific needs of diverse populations. This includes products for individuals with disabilities, such as easy-to-use packaging and skincare lines designed for specific concerns faced by different ethnicities."

She says there's still more work to do, especially around diverse hiring practices. And she believes more beauty schools must focus on hair diversity by "acknowledging and embracing the diverse range of hair textures, styles, and products tailored to different hair types such as curly, coily, or textured hair."

Inclusivity vs. diversity: what's the difference?

Diversity and inclusion aren't the same thing. The Harvard Business Review notes that people often conflate the two. HBR says that in the workplace, "diversity equals representation." On the other hand, inclusion is essential in helping diverse talent feel like they can safely participate and have a voice. 

HBR shares a compelling quote from diversity advocate Vernā Myers who sums up the difference brilliantly: "Diversity is being invited to the party. Inclusion is being asked to dance."

Bottom line: A diverse workforce isn't enough if it's merely window dressing. 

• PRO TIP:  Have you noticed we've been using "I&D" instead of "D&I"? This is intentional. This shift might seem minor in the grand scheme of things. But as  this HR tech company says, "If you don't have an inclusive culture, diversity will fail, meaning inclusion absolutely has to come first—so it should be inclusion and diversity over diversity and inclusion."

I&D efforts take exactly that—effort.

Recent research from McKinsey reveals  that "diverse companies are more likely to financially outperform their peers." 

The research also revealed that "promoting diversity doesn't ensure a culture of inclusivity." Businesses must take "bold" actions to achieve the latter.

Here are some actions you can take:

• Be open and authentic about what you're getting right with I&D—and where you can improve. I&D is an ongoing process, not a box you check off. You won't create an inclusive and diverse workplace overnight. But over time, a more inclusive and diverse culture can be fostered—provided everyone is on board and willing to do the work.

• Refine recruitment efforts to attract diverse candidates for available job openings. Be transparent about salary ranges. Doing so ensures equity in pay regardless of ethnicity and gender. Monster.com has excellent tips on writing more inclusive job descriptions, including how to avoid gender-coded words and racial bias.

• Be mindful of the vendors you work with. Research how they  approach I&D efforts. Work with people who reflect the values you're promoting.

• Provide regular training that's tied to internal I&D initiatives.  For meaningful change to happen, everyone needs access to regular training. Training on general topics, like unconscious bias and microaggressions, is wise. But you can also provide job-specific training as well. For example, recruiters can undergo inclusive interview training. 

• Revisit social media. Do you tend to post pics of the same hair types, skin, nails, and bodies? Vary what you post on your social media platforms. Show the breadth and depth of the work you and your employees/colleagues do. 

• Revisit other marketing collateral. You might have a diverse staff experienced in servicing diverse clientele. But consumers won't know unless you reflect this reality throughout your marketing materials, like your salon's website, digital and print ads, and signage in the salon. 

Small strides can make a big difference, too.

Ida McLean is a licensed cosmetologist and cosmetology instructor who's been in the industry for three decades and works with Milady's implementation and training team. She says, "Everyone always has room to grow. I feel like each of us is responsible for figuring out what personal goals we need to set in this area, hold ourselves accountable for meeting those goals, and strive to be a good example to others."

But she also notes that small things do add up. "Never feel like your efforts are too small or think they go unnoticed," she says. "Always remember the words of Margaret Mead, 'Never doubt that a small group of thoughtful, committed people can change the world; indeed, it's the only thing that ever has.'" 

A good example that echoes this sentiment is honoring someone's pronouns. Krystal Karns is a master esthetician, cosmetologist, and esthetics instructor with Taylor Andrews Academy in St. George, Utah. She says, "As an industry and a society, I think we need to be more mindful of a person's identity. Making sure that we are using their preferred pronouns and making our school/salon environment a place where everyone feels safe and wanted."  

Beauty schools  can go a long way in preparing students to embrace working with a diverse clientele. And again, minor adjustments—even to something as straightforward as how instructors demonstrate skills and procedures—can significantly impact students' understanding and appreciation for inclusion in beauty services. 

Maggie Walker is a cosmetology instructor at Greenville Technical College in South Carolina. She says, "As an educator, I love to show demonstrations on all skin colors, types, and conditions. This shows that you can use similar products for some things, while also showing some skin may need something completely different. This helps everyone feel included, and gives the students the education to be able to service a variety of clients from different backgrounds."

I&D Inspiration: Ihloff Salon and Day Spa

The U.S. Chamber of Commerce has an excellent article about six small businesses that have effectively infused I&D into their business plans. One featured business is Ihloff Salon and Day Spa, which has several locations in Tulsa, Oklahoma.

The salon's owners became involved with inclusion and diversity committees through the local Chamber, which helped inform their diversity statement on the salon’s website, improve hiring practices, and enhance communications with employees and clients alike.

Not only that, but the salon employs an in-house "Texture Trainer" to educate staff and make sure they can manage all hair textures. 

I&D efforts must happen all year, not just in June.

Pride Month is a great time to celebrate inclusivity and diversity. But it's also important to remember that the work must continue long after June 30. 

Vanessa Clark offers a quote from Gandhi that seems fitting to wrap up this post: "Be the change you wish to see in the world."