Because “Current Beauty Standards not Inclusive.”
The beauty industry is changing it’s face. Many brands preach inclusivity and tote the label of diversity. However, a quick scroll through their social media and just a glance at the shade ranges of their complexion products will prove otherwise. Diversity has become a buzzword in the beauty community as of late. But most of those brands are frontin’. Spktrm Beauty is not. Finally, we’ve come across a brand that rises to the challenge of fully embracing beauty in all forms.
Meet Spktrm Beauty
Spktrm Beauty is redefining what beauty can be.
In a campaign video showcasing what Spktrm Beauty’s vision of inclusive beauty is, there were models ranging in race, age, gender, body shape, hair texture, each model had their own style of makeup, style of dress. All of them were real. You could imagine passing them on the street. And that was beautiful. One model stated, “When we fail to show the full extent of the human experience we’re saying that these experiences don’t hold any value and worth” (source). This is the core as to why representation matters.
We have been sold beauty standards through the eyes of what appeals to the white male gaze and it has shaped the beauty industry for far too long. It takes brands like Spktrm Beauty to dismantle and reshape what we see as beautiful. And they are doing just that!
Spktrm Beauty is the very first company to ban retouching models in their ad campaigns.
Don’t talk about it. Be about it. This is a brave step in the beauty industry and a brave step by these models. It is true that the younger generations yearn for inclusivity but they are the same generations that chase people off of Twitter with cyber bullying. Comments sections on videos and social media posts can be so savage.
We have gotten so used to retouched images that erase the fact that models are humans with weird birthmarks, scars, cellulite, or uneven lips. When people see the ‘flaws’ on models, they sometimes react with verbal violence because it is a reminder of their own flaws and insecurities. A reminder of these aspects of themselves that they have never been able to see as beautiful. So for a brand to tell them that they are. it challenges what they believe and are not always ready to accept.
Retouching has become so ingrained in our culture and contributed to desire for perfection that on our personal Instagrams, we edit photos of ourselves! Facetune is like a right of passage for every beauty blogger. It takes time to see yourself as beautiful. Spktrm Beauty tells us that we just are.
They are launching with a foundation!
Meet Happyface Foundation!
I reached out the the Spktrm Beauty team for more info on their product. The foundation is a “sheer-medium buildable coverage.”
The Big Claim: A foundation that nourishes the skin with ingredients like hyaluronic acid and marula oil!
Need to know: $35, picking a shade may be a little tricky because there aren’t shade descriptions just yet.
Available at Spktrmbeauty.com
Shop here →
And it’s available in 50 shades!!!
Want to see your name in a product, who doesn’t right?
Spktrm Beauty will be naming each foundation shade after the first person who buys the shade!!! That’s awesome!
Let’s keep our eyes on Spktrm Beauty to see them grow and so that we can learn to embrace the beauty of ourselves! And let’s encourage more brands to follow suit!