Adore Beauty has launched an initiative spotlighting the lack of available beauty products for people of colour. Included in the 'Global Shades' initiative, Adore Beauty has released a wide open letter to all Australians highlighting the problem, wherein it acknowledges it has its own part to play in increasing inclusivity through providing more options.
“Shades catering to people of colour that are sold overseas are currently not available on our shores,” the letter reads.
“Being an Australian beauty retailer, we recognise we've been part of the problem. Independently, brands and retailers have been taking steps to correct this. However, now is the time for us to enact change together.”
The business said it is now working toward ranging over 2600 shades from 350 complexion products, but that there's still much to do.
Adore Beauty's head of campaign and strategy Shanthi Murugan, who has
been spearheading the campaign, said it has been a personal and professional
mission of her for the last four years that has been realised through the
support of Adore Beauty's management.
“It's the perfect time for us to elevate the voices of Black, Indigenous and people of colour and show the world how beautifully diverse our country is. It's the perfect time for change,” Murugan said.
“We know we're not perfect and we're attempting to be better and deliver a comprehensive experience. The support in the Australian public and beauty industry to rebuild an accurate picture of 'Australian beauty' will result in real change along with a positive shift for customers.”
This story first appeared on our sister publication Inside Retail