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In response to over 25% of Gen Z advocating for greater inclusion within the beauty industry, leading brands are taking significant steps toward embracing a more diverse and inclusive approach in their marketing strategies. This pivotal shift toward inclusivity is revolutionizing the industry branding, offering representation for marginalized groups and ensuring they see themselves reflected in the media. Explore these 10 innovative beauty advertisements that champion diversity and inclusion, designed to leave a lasting impression and inspire change. Each ad not only highlights the beauty in diversity but also sets a new standard for inclusivity in the industry, resonating powerfully with audiences worldwide.

Why is Hue important in beauty ads?

Beauty advertisements traditionally promote glamor, aiming to set lofty beauty standards. Yet, such standards have historically been entangled with racism, sexism, ableism, among other discriminative issues, often diminishing self-esteem and fostering body image concerns, depression, and internalized negativity. However, the narrative is shifting. Inclusion and diversity now form the core of modern beauty marketing, proving the message “beauty is for everyone” far more appealing than restrictive beauty ideals. Despite the progress, brands face challenges in maintaining their image while integrating diverse visuals and messages. To navigate this, here are 25 exemplary beauty ads that masterfully embrace diversity, offering inspiration for crafting inclusive beauty campaigns that resonate with today’s audience without lengthening the content.

1. Milk Makeup

Milk Makeup introduces unisex product packaging, embracing a fresh beauty perspective. Collaborating with men’s beauty authority, Very Good Light, they launched the “Blur the Lines” campaign, featuring diverse models. This initiative highlights their commitment to inclusivity, challenging traditional beauty standards and promoting diversity in the beauty industry.

Milk Makeup


Jeuveau, branded as a next-generation neurotoxin, is developed by Evolus Inc. and is primarily used for the temporary improvement of moderate to severe frown lines in adults. This injectable product aims to provide a non-surgical solution for those seeking to diminish the signs of aging by relaxing facial muscles. Jeuveau positions itself as a direct competitor to other botulinum toxin products like Botox, emphasizing its effectiveness and safety. The brand’s business revolves around aesthetic medicine, catering to a growing market of individuals prioritizing cosmetic enhancements and anti-aging treatments. Through strategic marketing and distribution, Jeuveau seeks to establish a strong presence in the cosmetic dermatology industry.


3. Fenty Beauty

Rihanna’s launch of Fenty Beauty revolutionized the beauty industry with a groundbreaking video campaign showcasing an impressive range of 40 foundation shades. Highlighting diversity, the campaign featured models from various ethnic backgrounds and included plus-size models, notably Paloma Elsesser. This pivotal moment ignited a widespread push for inclusivity and diversity within the beauty sector, setting a new standard for brands worldwide

Fenty Beauty

4. Becca

Becca Cosmetics is committed to inclusivity, offering an extensive range of shades that truly cater to every skin tone. With a perfect balance, 50% of their shades are designed for medium to dark skin tones, while the other 50% cater to light to medium complexions. This approach ensures that customers of all skin tones can find their perfect match in Becca Cosmetics’ diverse product line.


5. Black Opal

Black Opal’s latest campaign, “Beauty comes in ALL shades, and Black Opal is for EVERY shade of beauty,” champions inclusivity, offering perfect shades for women with darker skin tones. While celebrating diversity, this initiative sparked debate among loyal fans, who fear it might dilute the brand’s dedicated support for women of color. This discussion underscores the importance of balancing broad appeal with a commitment to historically underserved communities in the beauty industry.

Black Opal

6. L’oreal

L’Oréal’s “Your Skin, Your Story” campaign challenges beauty ads’ unrealistic standards by empowering individuals to embrace their inherent qualities. This initiative promotes gratitude and self-acceptance, marking a shift towards more inclusive beauty narratives


7. Cover FX

Cover FX’s “Nude is Not Beige” campaign disrupts the traditional notion that “nude” equals white skin, promoting inclusivity with an online shade matcher for finding the perfect foundation. This initiative invites customers struggling to find their match to explore Cover FX’s diverse offerings

Cover FX

8. Clinique

Clinique’s “Even Better” campaign targets empowering bright, independent Indian women and all women, challenging the superficial standards set by historical beauty ads. It celebrates women’s achievements and encourages pride in their strengths.


9. Revlon

Revlon’s “Live Boldly” campaign celebrates diversity, featuring women of various colors, ethnicities, and sizes, encouraging self-love and unapologetic living.


10. Urban Decay

Urban Decay advocates for unedited makeup photos to showcase “real” skin, embracing pores, wrinkles, blemishes, and moles. Their campaign promotes skin imperfection acceptance.


What are beauty ads?

Beauty ads are promotional content for makeup, skincare, and cosmetic products, mainly aimed at women. These ads use visuals or videos to demonstrate how their offerings can help women express themselves, enhance their skin, or diminish aging signs.

How do I advertise my beauty products?

To effectively advertise beauty products, blend online and offline strategies, including social media promotion, blogging, influencer collaborations, tutorial videos, unique merchandise giveaways, and sample offerings. Innovate within these avenues to uniquely market your products, leveraging creativity as your only boundary.

  • Promote on social media
  • Write a blog
  • Collaborate with influencers
  • Create tutorial videos
  • Create unique merch giveaways
  • Offer samples

You can come up with your own promotional ideas to sell your products. The only limit is your imagination.

Unlimited Design Subscription for beauty ads with 11thAgency.

Maximize your beauty ad potential with 11thAgency global talent pool, celebrating diversity in every design. With 11thAgency design subscription, create impactful beauty ads, logos, and packaging that resonate. Here’s how:

  • 1. Initiate a Design Request: Sign up, navigate our platform, and detail your needs in a new project, from logos to specific colors.
  • 2. Review and Refine: Our designers work while you focus elsewhere, delivering drafts in 24-48 hours. Enjoy unlimited revisions to perfect your ad.
  • 3. Finalize and Own: Download your design with source files directly from 11thAgency. You retain full ownership for endless use.

Join 11thAgency today for standout beauty ad designs and enjoy a 15% discount on your journey to visual excellence.