Diversity, Equity and Inclusion 

During week 10, we grasped how brands hold the ability to mold and impact the national and global discussion surrounding diversity, equity, and inclusion. Maybelline goes to great lengths to understand their consumers before developing products. They take into account factors such as age, gender, income, and race to ensure that their products meet the needs of their target market. They've made an effort to be more inclusive of all skin tones by expanding their shade range to over 40+ shades with their Fit Me Foundation. They're also constantly featuring diverse models in their global advertising campaigns and social media content. Maybelline's targeted approach to women aged 18 to 34, along with their range of products for women of all ethnic backgrounds and skin types, shows that they're dedicated to diversity and inclusivity (LaniLoves, 2022). By catering to a diverse range of customers, Maybelline has expanded its appeal to become a top player in the beauty industry. Maybelline's focus on affordability, quality, and fashion-forwadness has earned them a loyal following of people from all walks of life.

Maybelline also created a branded content series in 2017-2018, featuring people like transgender actress and model Hari Nef, plus-size model Barbie Ferreira and musician and model Destiny Frasqueri (Sherwood, 2017). 

Back in 2018, Louis Prance Miles wrote an article for Global Cosmetic News about Maybelline's testing of their Color Sensational Made for All lipsticks. The brand tested their product on 50 different skin tones to ensure that it would be suitable for all women and to show support for the diversity movement. After obsessively testing the shades of red, neutral, and pink on various skin tones, Maybelline claimed to have found the perfect blend of undertones.