Beautiful Thinking.
When we consider the sheer scale of the beauty industry, including the number of new products and brands consistently coming to market, many would understandably believe that there are few frontiers left to tackle. And yet, for those living with varying types and degrees of disability, a high level of inaccessibility in beauty products remains.
According to the World Health Organisation, approximately 1.3 billion people – equivalent to 16% of the global population – are experiencing differing levels of disability. Leading UK disability charity, SCOPE, gives further weighting to the scale of challenges people living with disabilities in the UK face, highlighting that 72% of disabled people have experienced negative attitudes or behaviour towards them in the last half a decade. A third have found people regularly making assumptions about or judging their capabilities.
It is clear that much needs to be done to give greater recognition to a community that is crying out for support which speaks to their individual needs. Brands that are not doing so are not only missing out on connecting with a passionate and large group, they are also neglecting the powerful spending power they hold; SCOPE also highlighted that
According to research conducted by graduates of 2024’s Masters in Cosmetics and Fragrance Marketing and Management program (CFMM), at a global scale spending power reaches a staggering $13 trillion.
Alongside purchasing channels and marketing, packaging is one of the most significant, early stage hurdles which brands must do better to address. The CFMM program also revealed that
Packaging which is intuitive and user-friendly considers the effects of every element of its design. From the overall shape to the applicators incorporated, through to the textures, the colour combinations and the font types used, designers can simply and effectively make a huge difference for so many.
For individuals born without or who have experienced a loss of limbs, as well as those who may be experiencing loss of dexterity due to conditions such as arthritis and Parkinsons, packaging which is easy to grip – as well as being simple to open and close – are key factors. Matte materials which do not slip easily, additional tactile details which enhance grip of applicators, and the shape of the applicator itself, all come together to provide greater ease of use. Click and close caps and the use of magnetic closures support this further.
A crucial factor here is the matte finish on a number of its products. For smaller items such as mascara – traditionally a small tube shape which for those who face difficulty in dexterity, can be a particular challenge – this is a real hero moment.
Several items in the range, including the popular lip oil, liquid luminizer, liquid blush, brightening concealer and foundation, feature a pebble-like design – another major trend in the world of beauty right now. Whilst at first glance this may simply appear to be a modern, aesthetic feature, the design plays an important role in the ease of opening and closing the product.
As well as actively minimising resistance when opening and closing, the cap and the accompanying applicator support effortless, lightweight distribution of the formula on the face without requiring a great deal of pressure. Luminizers in the past have proven to be particularly problematic in this arena, due to the use of pipettes and fast-flowing formulas which drip down the face too quickly.
Award-winning Australian brand, Holme Beauty, has created each and every one of its products with accessibility at its core. Most recently the brand launched a new range of longwear, buildable Alignment Lip Liners to its range. The unique, square-barrelled design not only ensures that it is easy to grip, it also prevents the pencils from rolling off of surfaces.
Another significant role beauty products must play is ensuring ease of identification for those who are visually-impaired or blind. Incorporating braille is not enough; it varies by language and there are as few as 10% of the visually impaired population reportedly able to read it. The use of certain colour combinations to help identify specific use cases, as well as other tactile features such as the raised dots and stripes featured on Herbal Essences bottles.
Global beauty phenomenon, e.l.f. Beauty, announced a partnership earlier this year with paralympic champion swimmer, Anastasia “Tas” Pagonis, as a part of the brand’s mission to use their platform “ to empower every eye, lip and face”. Having been legally blind since the age of 14, Tas is in an excellent position to act as an advocate and a voice for many who face similar challenges.
Last month, e.l.f. announced the launch of a ‘Beauty For Every Eye’ bundle featuring three of Pagonis’ favourite products, including the Big Mood Waterproof Mascara, the Glossy Lip Stain, and SKIN Suntouchable Whoa Glow SPF 30. Chosen for their ease of use, each product now also features a QR code which when scanned, takes the user to audio recorded by Pagonis who describes the product’s details and offers application tips. The introduction of QR codes has also been explored by brands such as Too Faced.
Whilst brands such as these major players take brilliant strides forwards, there is more to be done across the board. Some brands have fallen into the trap of token representation in marketing materials rather than true investment in life-changing products and tools. Or they have simply made pricing too inaccessible.
Unilever’s “world-first inclusive deodorant” was awarded several accolades for design and marketing, and yet after being first announced in 2021, by 2022 the company announced it was dialling back plans for launch as they adapted to negative feedback.
Similarly, Lancôme’s first-of-its-kind computerised make-up applicator, HAPTA, received backlash for its hefty £199 price tag, despite being awarded one of TIME’s Best Inventions of 2023. It remains without a concrete launch date.
By creating designs that truly accommodate diverse needs, brands have the opportunity not only to enhance the lives of many, but also to lead a transformative shift in the market. It’s time to embrace the full potential of accessible beauty, ensuring that everyone can enjoy products that are as functional as they are beautiful.
