These Cosmetic Brands Are Letting Consumers Define What Beauty Means to Them

Startups like Glossier are reshaping the industry

Photo Illustration: Yuliya Kim; Sources: Glossier, Fenty, Thrive Causemetics, CoverGirl

In October, CoverGirl unveiled a new, more inclusive brand positioning that better reflected its consumers. The work from creative shop Droga5 featuring new CoverGirls like Insecure creator Issa Rae, 69-year-old model Maye Musk and the new brand tagline, “I Am What I Make Up,” was a radical shift for one of the biggest beauty brands on the market and indicative of a change in tone for beauty marketing.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.