Makeup for women of color is not equally available in today’s beauty industry. Women of color spend more money than other women annually on makeup products, but the industry does not offer equal amounts of cosmetics for all women. Cosmetics have been proven to affect the social perception of women. The use of makeup can have an effect on women’s everyday lives by hindering or expanding their personal, academic, and professional opportunities. A woman’s face is evaluated through very harsh standards, from color to texture. Beauty should not be based on skin tone, and the use of makeup should not hinder women’s opportunities; thus, the intent of my project is to provide quality foundation for all women.
This project started after studying the relationship between supply and demand in the current beauty industry. The current cosmetics industry does not tailor to the general market; instead, it offers makeup shades only to a small portion of the American population. I have created aequa, a makeup brand with an e-commerce component that allows women to find their correct foundation shade. This brand will address four issues with current cosmetic lines: options, packaging, price, and branding. Packaging is the product area that increases markup in makeup brands. The branding of current makeup companies does not speak to all women. aequa is different, with a low price-point, an inclusive brand, and unique customer service. aequa aims to expose the current disparity in the beauty industry and argues beauty products should be equally accessible to all women of color.