The New Face(s) of
Major beauty companies have long relegated health and beauty needs of people of color to niche markets. As a result, many companies addressing the needs
of people of color are small businesses,
with little funding or media reach to
generate mass interest.” So begins the
mission statement of The Hues Company,
which offers its own HuesBoxa beauty
subscription and a full-scale community
created to connect people of color
interested in all things health and beauty.
The Hues Company’s manifesto
highlights the promise and challenges
The category is poised for its long overdue merger with the general market,
but the system is far from perfect.
of multicultural beauty, which is finally
poised for a long-overdue merger with the
broader beauty care industry. The question
is: which brands will win and which will
fall by the wayside?
A perennial complaint, highlighted
by The Hues Company statement, is the
inability of consumers of color to locate
and access brands that meet their specific
needs. What brands are readily available
tend to be ostracized to the dreaded
“ethnic aisle” (more on that later), but all
too often multicultural and textured hair
consumers are left with less-than-ideal
To illustrate, Mintelb has reported
that about 20% of U.S. black consumers
butter London has introduced a range
of nail foundations in a variety of shades
for every skin tone.