Celebrity and beauty now go hand-in-hand, but is that really surprising? While many beauty brands over-saturate their advertising with Hollywood’s brightest stars, there’s one beauty conglomerate that’s truly switching things up: Bobbi Brown.
Instead of recruiting the porcelain-faced dolls of Calabasas, the veteran beauty brand teamed up with Grown-ish star Yara Shahidi on their latest campaign. But, rather than focusing all of the attention on their latest-and-greatest products, the brand created a natural take on shade inclusivity—a major problem plaguing the beauty industry—and “true beauty.”
“The brand represents inclusion on a foundational level,” the actress said in a video for her latest campaign. “None of us have the exact same shades. You may think we’re the same browns, but I have yellow undertones, and I know that people have red undertones. It’s really particular, because it’s personal to you.”
Shahidi’s campaign also references some of Bobbi Brown’s newest launches, including their Skin Long-Wear Weightless Foundation, which contains and expansive range of 40+ shades.
The brand follows in the footsteps of major beauty conglomerates like NARS and Esteé Lauder, with the former bringing in the iconic Naomi Campbell and the latter teaming with Zendaya for their latest campaigns. While the industry still has a long way to go with their representation of people of color, these campaigns are beginning to show that brands are—finally—starting to hear to the conversation.
Could it be that the cosmetic industry’s biggest names are finally accepting the fact that one shade does not fit all? Only time can tell.