6 Female-Founded Beauty Brands Fighting for Inclusivity

In an effort to celebrate people of all skin tones, backgrounds, and gender identities, beauty brands are striving to be more inclusive. Whether amplifying their foundations' color range, creating gender fluid campaigns, or normalizing unconventional beauty standards, more and more brands now carry a no-one-should-be-left-out mentality. Along with expanding on beauty norms, female beauty founders are at the forefront of creating such change by developing products that align with everyone. Below we’ve highlighted six beauty brands taking a stance on being inclusive.

Mented Cosmetics

KJ Miller and Amanda Johnson wanted women of all skin tones and complexions to feel beautiful in makeup shades that matched their skin. That’s why they created Mented Cosmetics, a makeup line that serves light, tan, and dark skin tones with products meant to perfectly match everyone’s individual shade. What started with the lack of finding a perfect nude lipstick has expanded into a wide range of face, eye, and lip products.


Linda Tawil co-founded Morphe with her brother, Chris Tawil, and together they created a beauty brand that doesn’t solely stick to one beauty type. Aside from building a safe space for people to express themselves, they are partnered with Make It Black, The Trevor Project, and GLSEN, in which 100% of net proceeds from specific products and collections are donated to support Black and LGBTQ communities.

Uoma Beauty

Sharon Chuter is the founder and CEO of Uoma Beauty, a forward-thinking makeup line that provides innovative makeup for all skin ranges. Their product line doesn't cater to a single look but instead celebrates all ethnicities, ages, gender, and individual beauty aspects. Aside from launching her brand, Chuter’s impressive career involves having worked with Revlon, L’Oréal, and Benefit Cosmetics, among other major brands.

Fenty Beauty

When Fenty Beauty joined the beauty realm, the brand founded by music icon Rihanna was celebrated for its wide range of skin color foundations that were made to fit all skin types. The beauty entrepreneur wanted people everywhere to be included and to trust in a brand that inspired and allowed them to have fun.


After suddenly losing her mother, Nancy Twine followed her passion and launched a plant-based hair care line for all, meaning every hair type, texture, ethnicity, background, and need. As a woman of color, Twine wanted Briogeo to go beyond her needs with shampoos, conditioners, masks, and treatments that targeted different concerns. The end result became her successful beauty brand, which has grabbed the attention of the beauty world.


Katie Sturino is a beauty blogger turned author turned entrepreneur who wanted to normalize real body issues. Her body care line, Megababe, addresses “taboo” and hardly-spoken-of body issues with products such as Thigh Rescue, an anti-chafe stick, and Bust Dust, a talc-free powder that absorbs sweat helping keep bras and tops dry. Megababe was created for all humans who want to feel comfortable in their own skins and bodies.