Beauty expert Dana Oliver has long been an advocate for authentic representation of Black women in the beauty industry. As a journalist, editor, and industry insider, she has witnessed both progress and persistent gaps in inclusivity.
Now, she is breaking down five key steps brands and consumers can take to ensure true and lasting inclusion of Black women in beauty.
Brands must hire Black women in decision-making roles
Representation starts behind the scenes, not just in marketing campaigns. Oliver emphasizes that brands must hire Black women in leadership positions, including roles in product development, marketing, and executive decision-making. When Black women have a seat at the table, they can ensure that beauty products, campaigns, and messaging truly reflect their needs and experiences.
Beauty companies must expand shade ranges and formulations
One of the most persistent issues in the beauty industry is the lack of inclusive products. Oliver stresses that brands must go beyond surface-level diversity and ensure that their products cater to a wide range of Black skin tones and hair textures. Foundation shades, skincare solutions, and haircare formulas should be created with Black consumers in mind from the start, rather than as an afterthought.
Marketing must reflect real diversity, not just trends
Representation in advertising should not be a seasonal trend but a permanent commitment. Oliver urges beauty brands to feature Black women of all skin tones, hair textures, and backgrounds in their campaigns. Authenticity is key—using dark-skinned models only for “diversity campaigns” while favoring Eurocentric beauty standards in regular marketing is performative and harmful.
Black beauty creators and professionals must receive proper credit and compensation
The beauty industry has a long history of profiting from Black culture while excluding Black creators. Oliver highlights the importance of crediting and compensating Black makeup artists, hairstylists, and influencers who set trends and contribute to the industry’s innovation. Brands must invest in partnerships with Black beauty professionals instead of merely capitalizing on their work without acknowledgment.
Consumers must hold brands accountable for inclusivity
Consumers have the power to demand change. Oliver encourages people to support Black-owned beauty brands, call out companies that lack inclusivity, and use social media to amplify the need for better representation. Holding brands accountable ensures that diversity and inclusion remain industry priorities rather than temporary marketing strategies.
Conclusion
Dana Oliver’s five key steps offer a roadmap for true inclusivity in the beauty industry. By prioritizing hiring, product development, authentic marketing, fair compensation, and consumer activism, brands and individuals can create a beauty landscape where Black women are not just included but truly valued.
