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This piece is from the CU Independent’s opinion section. Any opinions or views do not represent the CU Independent.
Let’s talk Rare Beauty. Fenty. Glossier. Dove. Rhode. Some of the most popular brands that University of Colorado students are picking up from Sephora. How are some of these most loved makeup and beauty brands excelling in 2026? I am confident it’s because of their clear focus on self-acceptance and positivity. Building each other up with makeup is what’s “in.” I believe any stigma which has clouded the air around make-up before, such as “vanity” and “self-centeredness,” is out. New “Glossier” marketing ideas are brands’ focus now on inclusivity, mental health, positive self-image and sustainability.
“We all know now, we all got crowns” as Taylor Swift said in her Top 100 Hit “You Need to Calm Down.” We know that we all are beautiful on the inside and out. Makeup can be a way to celebrate ourselves, enhance our unique features, give ourselves more confidence and see the best in ourselves. Makeup should follow the values of compassion and equity. Everyone deserves to be included. Everyone deserves to feel uplifted by it.
Here is what makeup brands are doing now to include these ideals:
Many credit Fenty Beauty as being the first leading makeup brand in this movement. What couldn’t Rihanna do? She came out with 40 shades (later upgraded to 50 shades) of Pro Filt’r Soft Matte Longwear Foundation in 2017. This set the standard for makeup brands to include about 40-50 shades minimum, or more for any makeup product according to British Vogue. Inclusivity matters and the darker shades sold out almost instantly. Rihanna reportedly made $570 million in sales during the first year, according to Arthnova.
Not only should makeup include everyone, but it should encourage women to empower each other, not the opposite. Selena Gomez’s Rare Beauty brand name, “Rare,” encompasses the idea that everyone’s individual qualities are what matter. These differences should be celebrated and individuals should be proud of how beautiful they are. Gomez launched an “Every Side of You Campaign” through Rare Beauty which consisted of media output to the public through socials, ads and in Sephora. The key message was “to be rare is to be every you.”
Gomez also launched a “Your Words Matter Campaign,” through her Rare Impact Fund, helping promote mental-health awareness by encouraging kind language and discouraging stigmatizing labels. Gomez has been open about her mental health struggles and her commitment through makeup towards self-acceptance and authenticity. Rare Impact is “mobilizing $100 million in contributions for youth mental health” according to Rare Impact.
Glossier has been investing in inclusivity, specifically in Black beauty entrepreneurs and underrepresented populations with its “Glossier for Good” campaign. They also launched a “You Look Good” campaign in 2022, where they spread feelings of joy around self-acceptance with Olivia Rodrigo. They did “Skin, Simplified” with Hyram Yarbro, to promote the importance of taking care of your natural skin. Glossier also partnered with Seimone Augustus, Kalani Brown, and other players from the Women’s National Basketball Association for their “Body Hero” campaign. This campaign was to support all body types in beauty. I think it also showcases how people can be strong and beautiful at the same time. There is diversity within beauty, and that’s what makes it beautiful.
Dove has also been committed to promoting authentic, real beauty. On their website they have links to redefining beauty, body confidence, racial equity, parenthood, positive masculinity and sustainability. Dove promotes wanting all women to feel beautiful and confident within themselves. They have been challenging the too high, unrealistic beauty standards for women. They pledge to not distort images or use AI but show real people through their models and brand.
Finally, Rhode Skin by Hailey Bieber states “It was important to us to build a value driven business. At Rhode, we believe in: Simplicity. Affordability. Authenticity. Quality. Transparency.” Rhode’s mission is to provide accessible products for healthier skin, and they have a commitment to sustainability. One of their mission statements is “We only have ONE FACE (and ONE WORLD) to PROTECT.” Rhode’s product messaging centers on reducing overconsumption and fostering a sense of community throughout the process. The brand encourages customers to return their empty packaging by mailing it back or dropping it off at designated local return locations.
The overarching values that each of these makeup lines has instilled and taken to heart are centered on inclusivity, positive self-image, mental health and sustainability. I think people can tell when brands are being genuine and truly care about them (and the world). As these makeup brands continue to promote kindness and compassion, their sales may continue to flourish as more people feel empowered and accepted through makeup. I’m grateful that beauty is being recognized for what it truly represents: kindness and goodness in the makeup world.
Contact CU Independent Writer Eva Gravin at eva.gravin@colorado.edu
