In a world where consumers seek brands that align with their values, Asha Shivaji and Jason R. Klein, former Google execs, have introduced the SeeMe Index to rank the most inclusive beauty brands.

The SeeMe Index uses AI to measure, benchmark, and celebrate brands’ consumer-facing inclusivity efforts—setting a new standard for accountability and transparency.

The SeeMe Index provides a solution to the challenge of measuring and defining an inclusive brand by measuring representation in advertising, product lines, and external DEI commitments across six identity dimensions, including:

• Gender expression
• Age
• Skin tone
• Observed sexual orientation
• Body size
• Visible disability

So which beauty brands are the most inclusive? The eight brands below earned are top-scorers—and designated as “certified-inclusive” by the SeeMe Index.  

Most Inclusive Beauty Brands

Here are the eight top-scoring, most inclusive beauty brands that have earned the SeeMe Seal of Approval, ranked in order.

These are all ranked “Certifed Inclusive” by the SeeMe Index—and rank higher than the 32 other beauty brands that the SeeMe Index designated as “Acts Inclusive,” “Feels Inclusive,” and “Thinks Inclusive.”

1. MAC Cosmetics

Notable Inclusivity Effort: Multi-year efforts elevate and support BIPOC and LGBTQIA+ communities across the gender spectrum via ads, product and charitable commitments.

2. Dove

Notable Inclusivity Effort: Variety of body sizes and hair types represented in ads and supported through multi-year efforts to fight race-based hair discrimination and body size discrimination.

3. Esteé Lauder

Notable Inclusivity Effort: Launched the Equity and Engagement Center of Excellence (COE) committed to product effectiveness across diverse ethnicities and skin tones.

4. L’Oréal Paris

Notable Inclusivity Effort: The only brand that appears to have shade coverage across all 10 Monk Skin Tone groups, as well as a global commitment to Stand Up against street harassment.

5. NYX Cosmetics

Notable Inclusivity Effort: Multi-year commitment (Proud Allies for All) includes year-round donations, amplification of LGBTQIA+ voices and allyship training.

6. Maybelline

Notable Inclusivity Effort: Multi-year platform (Brave Together) recognizes and addresses how different identities may experience anxiety and depression, adapting support accordingly.

7. Fenty Beauty & Fenty Skin

Notable Inclusivity Effort: Ad efforts excel beyond just skin tone diversity including distinct representation within the disabled, 55+ and LGBTQIA+ communities.

8. e.l.f. 

Notable Inclusivity Effort: Annual Impact Reports (and “e.l.f. cares” website section) provide specific actions and transparent progress on multi-year commitments across inclusivity dimensions.

How the SeeMe Index Guides Beauty Brands

The SeeMe Index aims to help beauty brands by answering the question, “How do I know if I’m doing inclusive marketing right?”

It provides a data-driven source of truth to assess a brand’s inclusivity actions. The index assigns scores and benchmarks against the industry, highlighting areas for all to improve.
 
The SeeMe Index will guide brands in three ways:

• Index and Reports: The SeeMe Index will release industry-specific indices and reports that provide benchmarks and insights, pushing entire industries to raise the bar on inclusivity.


• The SeeMe Index Seal of Approval: The official seal allows top brands to badge themselves as best-in-class and “Certified Inclusive” by the SeeMe Index.


• Consulting Support: The SeeMe Index offers consulting support to companies, brands and campaigns seeking to enhance their inclusivity efforts, ensuring positive and lasting change.

And for consumers, the SeeMe Index offers unparalleled transparency into brands’ inclusivity efforts, enabling them to make informed choices and support brands that resonate with their values. It seems like a win-win.

Get information about how to become a certified-inclusive beauty brand, see the details about each brands’ scores—and the complete list of certified-inclusive brands here at SeeMe Index.