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.
3. Dove's #RealBeauty Pledge featured women from various backgrounds and ages 11 to 71. They were shot by high fashion photographer Mario Testino.
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.
11. Patrick Starrr's collaboration with MAC also dropped in 2017, and he fronted the campaign (of course).
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!