6 inclusive beauty innovations to watch

December 1, 2021

The beauty industry has come a long way when it comes to inclusivity in terms of skin colour, gender and age, however there remains a gap when it comes to creating products for people with disabilities.

This need is very much recognised; over half of adults in the US agree that the beauty industry should be more inclusive and over four in ten UK adults agree that beauty brands ignore people with disabilities. New Product Development for different abilities remains niche in the personal care category, suggesting that there is a need for brands to address this gap. 

Ahead of the UN’s International Day of People with Disabilities (3rd December), we showcase six standout inclusive beauty and personal care products that we think are innovative in their design.

1. Olay’s Easy Open Lid

Olay has recently introduced the Easy Open Lid to improve the accessibility of the brand’s moisturiser products. Featuring a wing cap, an extra-grip raised lid and Braille text, the accessible lid was developed in collaboration with consumers with a wide range of disabilities, such as limb differences, chronic issues and visual impairments. Olay chose not to patent the product, opening up the design to its competitors and encouraging accessibility in beauty.

Olay’s Easy Open Lid

Source: Olay

2. Guide Beauty’s ergonomically designed eyeliner

Guide Beauty was created by makeup artist and beauty educator Terri Bryant after her own diagnosis with Parkinson’s Disease, with the aim of making eye makeup application – which requires precision – easier for those with different abilities and skill levels.

The ergonomically designed eyebrow gel, mascara, eyeliner gel and eyeliner tool are designed to allow the user to grip the cap between their index and middle fingers, which provides extra control and frees up the rest of the user’s fingers, so they can steady them against their face for comfort and precision.

The Guide Beauty ‘Artistry Made Easy’ collection  

Source: Mintel GNPD

3. The Flex Collection by Kohl Kreatives

Kohl Kreatives’ Flex Collection consists of stylish, free-standing brushes with non-rolling cuboid easy-grip handles, and fully bendable heads to allow users who struggle with motor disabilities and hand stability to apply makeup precisely and comfortably. 

The brushes are designed to make makeup accessible for people with conditions such as Dupuytrens, MS and Parkinson’s. The brushes also have support for identification and an audio guide for people with visual impairments.

The Flex Collection by Kohl Kreatives

Source: Kohl Kreatives

4. Degree’s Inclusive deodorant

Degree Inclusive deodorant is designed for people with visual impairment and upper limb motor disabilities. It features a hooked design for one-handed usage, magnetic closure that makes it easier to open/close, enhanced grip placement, a braille label with instructions and a larger roll-on applicator with more surface area. 

With deodorants being a daily necessity for most, application can be tricky for people with disabilities leaving many struggling with an everyday task. Product development in ergonomically designed basic personal care products is therefore much needed in categories most of us take for granted.

Degree Inclusive deodorant, 2021

Source: Degree.com

5. Beauty product add-ons by Grace Beauty

Grace Beauty is a disability-friendly brand that focuses on providing products for makeup enthusiasts with conditions like arthritis. The 3 mascara wand add-ons are specifically designed to help people with 3 main physical challenges and for people who have unsteady hands. The Ring Grip, Safe Grip and Square Grip are rubberised accessories you can simply attach onto your favourite mascara for better control and safety. 

Grace Beauty, The Safe Grip 

Source: Instagram, Grace Beauty

6. Shiseido Gels’ VisionAiry Gel Lipstick

The VisionAiry lipstick is designed with triple gel technology that delivers a unique cooling sensation upon application to help visually impaired consumers better sense and map their makeup application.

VisionAiry Gel Lipstick

Source: Mintel GNPD

Roshida Khanom
Roshida Khanom

Roshida Khanom is Director of Beauty & Personal Care Insights, EMEA.

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