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Skin care is generally not made with people of color in mind. Product lines are often not clinically tested on darker skin tones, while black chemicals may not be part of the creation process. A new generation of beauty entrepreneurs has set out to change that, making skin care specifically for melanin-rich skin and seizing on an under-explored opportunity.
Last year, tennis star Naomi Osaka launched a skincare brand, Kinlò, which focuses on offering skincare products that protect darker skin tones from the sun.
Osaka says that she never liked wearing sunscreen growing up because of the white tint it would give her. “I also heard that black skin didn’t burn, so I didn’t think she needed sunscreen,” says Osaka. “I had my first sunburn and I learned the hard way, and when I started developing Kinlò, I was exposed to a lot of research.”
For Osaka, the brand is a celebration of her blackness. She is Afro-Asian, of Japanese and Haitian descent. “Kinlò is an affirmation of all our blackness and a celebration of our beautiful melanized skin. It’s a way to celebrate and protect it,” she says. Since its launch, the brand has reached eight figures in sales and has expanded into Walmart stores across the US.
A report released earlier this year by consulting firm McKinsey & Company titled Black Representation in the Beauty Industry noted that only 13 percent of black consumers in the United States say they can find beauty products at major retailers that satisfy their needs. your needs. Meanwhile, black-owned or founded brands account for just 2.5 percent of beauty revenue, while black consumers are responsible for 11.1 percent of total beauty spending, according to McKinsey. There’s money on the table: The report found that a “more equitable beauty market” is a $2.6 billion opportunity.
“I think there hasn’t been a lot of data on black consumers,” says Tiffany Burns, a co-author of the study and a senior partner at McKinsey. “It’s a consumer group that people don’t really understand. Most retailers do segmentation based on gender and age. There aren’t many segments based on race.”
A stronger retail presence is helping new brands emerge. Desiree Verdejo, founder of Hyper Skin, won a space on Sephora’s shelves last August. A deal with a major retailer is a significant boost for the brand, she says. “We are very excited to grow with this partner and to make our brand increasingly accessible to our community,” says Verdejo.
Source: news.google.com