When the queen of contour herself, Kim Kardashian West, launches her makeup line, you know your cheek bones have earned the golden ticket. It's safe to assume, her contour sticks sold out within minutes and still remain rather hard to get your hands on.
2. Body Hero Campaign by Glossier
With the expansion of their beloved skincare range, Glossier served a jolt of realness by presenting women of all body types and professions in their most vulnerable form. Baring it all with no retouching to fall back upon, they celebrated real women that enhance their beauty and not conceal it.
3. Beauty is for everyone as demonstrated by Rihanna
The launch of Fenty Beauty made a serious case about inclusivity. Premiering 40 foundation shades in 17 countries, the brand challenged the representation of colour and the bias towards the fair skinned. With their darkest shade selling out first, it was a wakeup call for all brands to appeal to a wider demographic.
4. Age is just a number
When it comes to making a serious case about diversity, Cover Girl has always known how to make everyone take note. Shortly after signing James Charles in 2016, the first for male ambassadors to front a cosmetics brand, Nura Afia, a Muslim beauty blogger debuted to front their mascara campaign in a hijab. The latest to join their tribe of diversity is 69 year old, Maye Musk.
5. Beauty Takes the Tech Route
Sephora won our hearts with its touchscreen kiosks that enables customers to select the right product for their skin tone, across a catalogue comprising thousands of shades. The brand also rightly designed a space, the Beauty Workshop allowing customers to sit in comfortable work stations and explore the opportunities of videos like no other. Customers have the access to watch video tutorials on the latest beauty techniques, as well as group beauty products, using their wide variety of products.