beauty

The demise of “normal” beauty

Brands are radically redefining the beauty industry, one word at a time.

In March 2021, Unilever announced it was removing the word “normal” from packaging and advertising across its beauty and personal care brands, in a dedicated effort to become more inclusive. The move is an acknowledgment of Unilever’s global influence and a reflection of evolving consumer values.

“With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives,” says Sunny Jain, president of beauty and personal care at Unilever. “We are committed to tackling harmful norms and stereotypes, and shaping a broader, far more inclusive definition of beauty.” In addition to removing the word “normal,” the company also stated it would not use excessive editing of models used in its advertisements.

Harry Styles, known for his gender-fluid aesthetic, launched new beauty brand Pleasing in November 2021 with four nail polishes, a dual roller ball lip and eye serum, and a facial serum. The brand, which features both men and women in its advertisements, celebrates “the multitude of unique identities in our community,” and is working to “dispel the myth of a binary existence,” Styles says.

Neutrogena unveiled its “For People With Skin” campaign in April 2021. Founded in 1930, the beauty brand now aims to focus on combating inequality in skincare, in relation to socioeconomic status, race, ethnicity, and access to health care. “We want to be there for all skin, and all people,” Kerry Sullivan, then general manager of Neutrogena, told WWD.

Why it’s interesting A new inclusive lexicon is redefining the beauty industry, making room for more individualized and accepting expressions and interpretations of beauty. The concept of a one-size-fits-all beauty ideal has been thrown out the window— and there’s no going back.