News
This month Glossier US teamed up with the New York Times to amplify its support for women’s rights in the lead up to the 2024 US elections.
Renowned for their minimalist aesthetic, the brand has been a long-standing champion of inclusivity in the beauty industry, along with actively taking a stance on political US matters. With the election heating up to be one of the most divisive in modern history, the poignant campaign features the message “Vote for your daughter’s future, vote for your grandmother’s legacy”, in another brave move for the brand.
Beauty brands have been fast on the rise of using their social media platforms to push their brand activism – so how does this translate to the UK market?
While political activism in beauty is growing in the US, UK brands have traditionally focused on charitable causes, with Lush and The Body Shop leading the charge. Yet with recent findings showing that 85% of consumers want brand values to align with their own, and 75% willing to part ways over value conflicts (NBC report), UK beauty brands should take note.
Activism, whether political or in the wider sense, needs to be rooted in authenticity and consistency. For beauty brands navigating this space, we’d suggest that transparency and accountability should be at the foundation and run across everything from NPD to social initiatives. Today’s consumers are highly discerning, expecting brands to genuinely support the causes they promote and can spot performative action a mile away. As activism becomes more integral to brand identity, particularly in the UK, taking a meaningful stance on key issues could soon be the norm for brands.