That Are Changing the Way We See Beauty

“Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them,” the brand shared on their YouTube page. “With the campaign, we feature stories of amazing women who stood up for their own beauty.” This is just one of the many instances (that’s gone viral, too) where the personal care brand got real about real beauty. Its mission now is to help break the beauty mold as it invites women to embrace their authentic selves. Needless to say, Dove has been succeeding.

British high street label River Island has gone from talking solely about trends and launching campaigns that barely skimmed the surface to getting behind something the fashion industry desperately needs: positive representation and inclusivity. The “Labels Are for Clothes” campaign for fall this year features various body types and abilities. Netizens praise it for “rejecting stereotypes and championing self-expression.”

 makeup for deeper, darker skin colors were still near impossible to come by…and then came Rihanna’s Fenty Beauty. Launching 40 shades of foundation wasn’t at all revolutionary, but in the beauty arena, it hadn’t been done yet. The reactions of an audience just waiting for this moment to come were staggering. “I never could have anticipated the emotional connection that women are having with the products and the brand as a whole,” Rihanna told Time. “Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.”

Photoshop has a lot to do with unattainable beauty ideals perpetuated by brands, the media and agencies alike. So naturally, when intimates brand Aerie decided to stand on the side of real beauty, they started by boycotting photo retouching.  campaign is all about girl power and body positivity.

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