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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Basma Hameed grew up with scars and didn't see herself represented in mainstream beauty, so she created her own brand – Basma Beauty. The brand is set to be stocked in Sephora stores, increasing the reach of its inclusive products, which have been designed to make those often excluded feel seen.

L'Oréal has unveiled a motorised handheld make-up applicator for people with limited mobility. By creating a product specifically for an often-marginalised community, the brand is setting an example for how to make the beauty landscape more inclusive and accessible for all.

With many disabled people still feeling left out of typical beauty narratives and mainstream conversations, some brands are hoping to diversify the landscape. Hair-care brand Pantene is driving inclusivity through product innovation and partnerships with key voices in the disabled community.

The beauty industry has an ableism problem. Even though some brands are starting to take note, utilizing technical innovations to create accessible and adaptive products, there is still a long way to go. What can brands and businesses do to be truly inclusive in this space?