Brands That Actually See You
Skincare shouldn't feel like a selective list. Shade ranges that stop at beige, formulas that pretend sensitive skin doesn't exist, campaigns that treat diversity like a checkbox—it's exhausting. So, if your skincare's starting to feel a little sparse, here are 20 brands that truly mean “made for everyone.”
1. Fenty Beauty
When Fenty Beauty launched in 2017, it disrupted the beauty industry by launching a foundation line with 40 shades, which has now expanded to 50. This bold move challenged other brands to reevaluate their inclusivity standards. Also, Fenty's marketing campaigns consistently feature diverse models.
2. Rare Beauty
Rare Beauty, founded by Selena Gomez in 2020, transcends traditional beauty norms by prioritizing self-acceptance. Notably, Rare Beauty's packaging is designed with accessibility in mind, featuring easy-to-use applicators for individuals with dexterity challenges.
3. UOMA Beauty
UOMA Beauty brings African heritage to the forefront of the market. Its foundation line features 51 shades, each formulated with ingredients addressing specific skin concerns prevalent in different skin tones. UOMA's "We See You" campaign also challenges beauty norms.
NEW UOMA DRUGSTORE MAKEUP?! by Allie Glines
4. Danessa Myricks Beauty
Danessa Myricks Beauty stands out for its multifunctional products designed for all tones and types. Founded by makeup artist Danessa Myricks, the brand’s products are versatile, allowing users to experiment and find what works best for them.
5. Ami Colé
Ami Cole, inspired by Senegalese heritage and based in Harlem, focuses on celebrating melanin-rich skin. The brand offers clean, vegan products that enhance natural beauty without masking it. It ensures that individuals with deeper skin tones have products tailored to their needs.
Trying Ami Colé Makeup | Black-Owned Makeup For Melanin Rich Skin by Glow By Ramón
6. R.E.M. Beauty
Launched by Ariana Grande, R.E.M. Beauty's Sweetener Concealer comes in 60 shades. Moreover, the brand’s commitment to vegan and cruelty-free products ensures ethical standards are met. By combining affordability with a broad shade range, the brand makes inclusive beauty accessible to many.
just landed at ulta beauty | r.e.m. beauty by r.e.m. beauty
7. Black Girl Sunscreen
Sunscreen hasn’t always been friendly to dark skin; most formulas leave behind that dreaded chalky cast, making SPF feel like the enemy. Black Girl Sunscreen flipped the script with a formula that protects melanin-rich skin without making it look ghostly.
8. Pat McGrath Labs
Pat McGrath built a beauty empire from pure artistry. Known as the "mother" of makeup, she's worked on every skin tone behind the scenes for decades, and her products reflect that legacy. For example, her Sublime Perfection foundation is meticulously formulated for seamless wear on deep, rich complexions.
FULL FACE OF PAT MCGRATH LABS - Tips + Thoughts by Alicia Archer
9. e.l.f. Cosmetics
Beauty should never feel like a luxury you can't afford. That's where e.l.f. (Eyes. Lips. Face.) comes in. Known for price points that rarely break $10, this brand doesn't skimp on inclusivity. Their shade ranges have expanded dramatically over the years, now covering undertones and melanin-rich complexions.
10. M.A.C Cosmetics
This brand has always marched to the beat of its own drum, supporting LGBTQ+ causes long before it was trendy, and offering shade diversity when others lagged behind. The iconic Studio Fix line comes in over 60 shades, and M.A.C. artists around the globe are trained to match every complexion.
11. NYX Professional Makeup
Built on bold colors and even bigger shade ranges, NYX brings pro-level makeup to everyday shelves. They've consistently featured drag artists, disabled influencers, and gender-nonconforming creators in their campaigns—not as side characters, but as the faces of the brand.
12. Maybelline New York
Maybelline reimagined what it means to be seen. With global campaigns featuring athletes, hijabi models, and dark-skinned beauty creators, Maybelline actively steps into spaces where others hesitate to tread. Their Fit Me foundation is especially beloved for how accurately it matches real undertones.
13. TooD Beauty
Not all beauty brands are born out of rebellion—but TooD Beauty absolutely is. The name stands for “Too Different,” and it’s proudly rooted in breaking the rules. Founder Shari Siadat created the brand after embracing her unibrow, which was a small act with a huge message: your beauty doesn’t need approval.
Tood Beauty Bio Glitter & Color Creams by Reagan Hart
14. Range Beauty
Created by Alicia Scott, a Black woman who struggled to find a foundation that didn’t irritate her eczema or make her look ashy, this brand was built out of necessity. The formulas are clean and gentle, designed specifically for reactive skin types.
RANGE BEAUTY REVIEW // are range beauty makeup products worth the money?! by The Clean Beauty Code
15. Haus Labs
Haus Labs blends bold artistry with lab-grade ingredients, offering makeup that performs while prioritizing all skin tones. The foundation range is stunning, as it flatters across melanin levels. Gaga herself has always advocated for marginalized identities, and that spirit runs through the brand.
HAUS LABS FOUNDATION by LADY GAGA: BEST FOUNDATION THIS YEAR?!? by Ariell Ash
16. ColourPop
You know that friend who always shows up with a fun idea and somehow keeps things budget-friendly? That’s ColourPop in a nutshell. Their complexion products, especially the Pretty Fresh and No Filter lines, come in an impressive range of shades.
17. TIRTIR
K-beauty isn’t always known for its shade inclusivity, but TIRTIR is part of a new wave changing that. Best known for its glowing skin tints and viral cushions, TIRTIR has recently expanded into deeper tones—something that’s still a rarity in Korean skincare-makeup hybrids.
Viral TIRTIR Red Cushion Foundations + Swatches by The Beauty Shift
18. Dear Dahlia
With its marble-inspired aesthetic and high-end formulas, this Korean brand turns heads. Their lipsticks and base products are designed to enhance a variety of undertones, especially in East Asian, Southeast Asian, and South Asian complexions.
Dear Dahlia: The most aesthetic makeup brand lol || GRWM - Edward Avila by Edward Avila
19. LYS Beauty
Sometimes, the best brands are born from the frustration of not being seen—and that's exactly how LYS Beauty came to life. As Sephora’s first Black-owned clean makeup brand, it carved space where none existed. Plus, their Triple Fix Serum Foundation is a fan favorite.
FULL FACE of LYS Beauty | High End Makeup That's ACTUALLY Affordable by KBellaBeauty
20. The Lip Bar
Launched from a kitchen by Melissa Butler, the brand exploded into Target locations by celebrating unapologetic color for all skin tones. Their lipsticks pop on melanin, their tinted moisturizers offer real shade variety, and their marketing? Full of real faces you'll actually relate to.
