Ever since, well, makeup started being sold to the masses, it's been hard to find beauty images that represent society as a whole. With white, cisgender, thin, able-bodied, young women acting as the standard of "beauty" for decades, customers who don't fit those traits have been underserved. But thankfully, beauty campaigns are gradually improving by diversifying their casting and imagery to reflect ALL women. 

Here are 16 times in 2017 when beauty brands made inclusion a priority:

1. One beauty brand made diversity a priority by choosing top model of color Adwoa Aboah to be one of the faces for Marc Jacobs Beauty. 

2. Sephora made history by casting the first Afro-Hawaiian woman to EVER be the face of a top beauty campaign. 

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It's shocking that it took until 2017 for this to happen! Taija Kerr, who also works at Sephora, was selected alongside other employees to be featured in the store's holiday campaign. 

3. Dove's #RealBeauty Pledge featured women from various backgrounds and ages 11 to 71. They were shot by high fashion photographer Mario Testino. 

4. Since the brand originated last year, Fenty Beauty has consistently incorporated models of color in its advertisements. 

Models such as Slick Woods, Duckie Thot, Leomie Anderson, and singer SZA are just a few of the major figures of color who have been featured in Fenty Beauty promotional images.

5. Glossier's ads for its Body Hero products celebrated women of all sizes and ethnicities.

The campaign definitely broke away from traditional beauty ads of the past by featuring a variety of body types, including Olympic gold medalist Swin Cash (who was also pregnant at the time) and plus-size model Paloma Elsesser

As Glamour noted, it's been a continual struggle for plus-size women to be featured in beauty campaigns, so hopefully Glossier's campaign is just the beginning.

6. ASOS debuted its namesake makeup line on a variety of models of different sizes and skin tones.

7. Victoria's Secret model Maria Borges, who is part of #teamnatural, was announced as one of the faces of L'Oreal Paris! 

8. And then there was L'Oreal's True Match campaign, which featured many influential figures from a variety of backgrounds. 

Transgender model Hari Nef, plus-size models of color Marquita Pring and Sabina Karlsson, Chinese model Xiao Wen Ju, and Kenyan model Giannina Oteto were just some of the many faces of this dynamic campaign. 

9. Jane Fonda, Helen Mirren, Iskra Lawrence, and more walked L'Oreal's runway for Paris Fashion Week. 

helen mirren loreal runway
photo: Splash News/Starface

10. L'Oreal REALLY knocked it out of the park in 2017. It even promoted age inclusivity with "The Original" campaign to promote its Voluminous Original Mascara. 

The campaign featured legends such as Diane Keaton, Debbie Harry, and Julianne Moore, just to name a few. 

11. Patrick Starrr's collaboration with MAC also dropped in 2017, and he fronted the campaign (of course). 

12. Starrr was BUSY this year — he was also chosen to front a series of Benefit's brow products.

13. For LGBT+ inclusion, beauty brand Illamasqua featured influential figures such as Munroe Bergdorf and model Rain Dove for its holiday campaign. 

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The brand challenged the ideas of gender in its #HumanUp campaign by casting Bergdorf and Dove. The pair were also interviewed for the campaign about their perspectives on gender, which emphasized that they were starring in campaigns both for their looks and important message.

14. Milk Makeup's "Blur the Lines" video encouraged makeup for all genders. 

Using the "Blur Stick" as a jumping point, the video demonstrated how beauty products shouldn't be viewed as a gendered item. 

15. Milk Makeup also dropped a video for LGBT+ Pride Month, featuring vogueing dancers to promote its limited edition Glitter Stick. 

The dancers were from SNAP!!! within the Lesbian, Gay, Bisexual, and Transgender Community Center, according to Glamour. Plus, half of the Glitter Stick's profits went to The Center! 

16. Wet n Wild's Breaking Beauty campaign was one of the most inclusive campaigns of the year. 

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The campaign featured Diandra Forrest, a model with albinism, who's made waves in the industry as the first model with albinism to EVER get a major beauty campaign. The brand also had transgender model Valentijn De Hingh, who's walked many high fashion runways, pose with singer Michelle Zauner. Then it had weightlifter/plus-size model Brianna Marquez featured alongside Mama Cāx, who is a motivational speaker, a cancer survivor, and an amputee. 

That's a pretty amazing lineup.

People of all sizes, ages, and gender identities enjoy makeup, and its so wonderful that they're finally being reflected in beauty imagery across Instagram, print, and everything in-between. 

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Many of these campaigns have made history through their castings. Hopefully in 2018, these diverse beauty images will be what generations of beauty-lovers continue to be exposed to.