Gen Z skincare brand Skin Proud launches in Australia

A one-size-fits-all approach to diversity, equity and inclusion in the beauty industry is no longer viable.

Mintel recently conducted research that showed that more than three-fifths (63%) of respondents said they were inspired by beauty brands that showed diversity in advertising.

The majority of those who would like to see diversity in beauty/grooming advertising said they felt this way because it “reflects real life” (68%) and “shows that there are different ways to be beautiful” (56%).

Almost half (47%) of beauty consumers said they have looked for/bought from brands with diversity or inclusivity in the last year and a quarter (24%) have shopped with beauty brands that are minority owned.

Clare Hennigan, Senior Beauty and Personal Care Analyst at Mintel, said: “Beauty marketing is increasingly shifting from ‘aspirational’ to ‘inspirational.’ Successful brands recognise that demonstrating a strong commitment to diversity and inclusion – whether through employment, advertising and/or product development – helps drive inspiration and empowerment.”

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After disrupting beauty norms in the UK and launching in US retail giant Walmart, Gen Z skincare brand Skin Proud has launched today, March 31, in Australia and will be exclusively stocked at Priceline.

The brand encourages consumers to embrace their real skin, and champion being proud of the skin you’re in; being proud of the imperfections as well as the perfections.

 Formulated with natural extracts such as pomegranate, raspberry, coconut oil and rose water as well as ingredients including hyaluronic acid, Vitamin C, niacinamide, and AHAs, the products are suitable for each skin type without causing irritation.

 Each has an ‘emoji’ – either a  day for sun and night for moon – marking on the packaging to make it easy to understand what time to apply, as part of a morning or nighttime routine.

The products are vegan, PETA-approved cruelty-free, and affordable, designed to be an introduction to a skincare regimen (targeted to 18-25 years old) as well as serving as an add-on for current regimens (targeted to 25-35 years old). 

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