Adore Beauty has launched an initiative spotlighting the lack of available beauty products for people of colour.
As part of the ‘Global Shades’ initiative, Adore Beauty released an open letter to all Australians highlighting the issue, 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.
“As 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 2,600 shades from 350 complexion products, but that there is 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 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 time for change,” said Murugan.
“We know we’re not perfect and we’re trying to be better and deliver an inclusive experience. The support from the Australian public and beauty industry to rebuild an accurate picture of ‘Australian beauty’ will result in real change and a positive shift for customers.”
Mette Kortelainen – all images besides Flex Mami
Chris Loutfy – photographer for Flex Mami