Universal Skincare

One trend we’ve been watching for the past couple of years is the proliferation of celebrity cosmetics collaborations aimed at a diverse spectrum of colors and ethnicities. A more recent twist on the trend has consisted of skincare collaborations. Rather than a rainbow of different hues to appeal to the entire spectrum of skin color, as is the case with cosmetics, these products acknowledge the fact that women (and men) of different colors and ethnicities have different needs when it comes to moisturizers, sun protection, and other skincare items.

The trend for collaborations encompassing diverse skincare needs predated the increased focus on diversity that has been a hallmark of this summer. But the amount of activity has intensified since the May 25 killing of George Floyd and the protests supporting racial justice and equality that have followed.

Some examples:

  • Singer Alicia Keys partnered with e.l.f. for a beauty line announced this month. The range attracted attention because Keys has taken the unusual step of declaring that she would not wear makeup in most of her public appearances and has followed up on that promise. The collaboration focuses on dermatologist-developed inclusive skincare products and is touted as addressing Keys’ personal skincare struggles and her campaign against unrealistic ideals of beauty. The first products are set to debut next year.
  • Rihanna expanded on her inclusive Fenty Beauty line, adding Fenty Skin, a range of products that is both ethnically inclusive and gender neutral, in July. The three main items in the launch include a cleanser, a serum, and a moisturizer with sunscreen. Like Fenty Beauty, Fenty Skin is a partnership with LVMH-owned Kendo Brands.
  • Tennis star Venus Williams and her EleVen athleticwear label paired with Credo Beauty for a suncare collection, announced in May, that encompasses consumers of all skin tones and complexions. Credo has a “clean and natural” positioning. One highlighted benefit of the range is that the products do not leave a white cast on the skin after application.
  • Actress Priyanka Chopra Jonas launched a skincare collection in summer 2019 with Obagi, a company known as a specialist in inclusive skincare. The products, marketed under the Skinclusion label, include serum, sun protection, and facial moisturizer, among other items.
  • Actress Angela Bassett collaborated with celebrity skincare expert Dr. Barbara Sturm for a line of face creams, cleansers, and serums for darker skin tones, currently available online at e-commerce shops including Revolve and Olivela. The assortment, launched in 2016, was one of the first celebrity collaborations to enter this space.

While the landscape is crowded when it comes to celebrity collaborations in color cosmetics, there is more room for new forays into skincare. As a result, collaborations have been on the rise in this space in general. Examples since last year have ranged from Korean beauty brand The Face Shop pairing with Singaporean artist Grace Ciao on a range of serums to Victoria Beckham Beauty teaming with Augustinus Bader for a power serum.

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