Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

John Legend has partnered with A-Frame Brands to launch a skincare line for people with melanin-rich skin. As masculinity continues to be redefined and younger men become more comfortable with beauty products, beauty brands are emerging to solve specific skincare problems.

Skin conditions are often ignored in the skincare industry and information on how to treat them is difficult to find on the high street. Superdrug is working to address this by launching a free online hub where users can access educational expert-created videos on a variety of skincare topics.

Messaging around sun safety tends to focus on fairer skin tones and most formulations don’t cater to the needs of darker skin. Black Girl Sunscreen is working to promote sun protection for Black people with a white-cast-free, moisturizing product that positions suncare as self-care.

NYX Professional Makeup’s PROUDLY PRO-YOU campaign is an extension of its staunch commitment to diverse representation and inclusivity within the world of beauty. How are the brand’s direct and practical actions reflective of new consumer expectations around allyship and authenticity?