More than a buzzword: How industry leaders are getting real about inclusivity

Pride Month has long been associated with rainbow campaigns and symbolic gestures. But in 2025, beauty brands are shifting from performative celebration to meaningful, year-round action. Leaders across the industry are embracing inclusivity not just as a marketing theme, but as a foundational value — one that reflects in their products, workplaces, and long-term vision.

For Vidushi Goyal, CMO of Swiss Beauty, Pride is a powerful reminder of what beauty should stand for. “Pride Month is a celebration of being seen, heard, and accepted for exactly who you are. It’s a powerful reminder that beauty isn’t about perfection or standards; it’s about self-expression in all its forms,” she says. She points to the shift in consumer expectations: “We’re seeing a move toward products that don’t prescribe identity but adapt to it — gender-inclusive makeup , flexible textures, and universal shades. Beauty is becoming more fluid and more human.” For her, this ethos isn't just seasonal. “At Swiss Beauty, inclusivity isn’t a campaign — it’s a commitment. We believe in creating Beauty That Celebrates Every You, whether loud or subtle, bold or bare, whatever your mood or identity.”

At The Body Shop India, this sense of responsibility goes even further. “Pride Month isn’t just a moment — it’s a movement we champion all year round,” says Harmeet Singh, Chief Brand Officer, Asia South. “We continue to go beyond symbolic gestures, driving meaningful change anchored in our core values of inclusivity, empathy, and equality.” Singh highlights tangible actions like inclusive hiring practices and gender sensitivity training. “With representation from over 10 empowered LGBTQ+ team members, we are a living testament to what authentic inclusion and visibility can look like in the workplace.” Many of these initiatives are led by the Youth Collective Council, which gives young changemakers a platform to influence both company culture and broader policy.

This sense of purpose resonates with Saahil Nayar, Co-Founder and CEO of Mila Beauté, who believes that, “Inclusivity in beauty is more than a statement—it’s a responsibility.” He notes how the evolving beauty landscape is becoming a safe space for identity and self-expression. “Makeup is now a space where all identities feel seen, valued, and celebrated. Gender-neutral products, diverse shade ranges , and authentic representation are transforming beauty into a truly inclusive experience,” he says. At Mila Beauté, the focus is on creating skin-loving formulations and universally flattering shades. “Every shade, every formula, and every product is crafted to celebrate real diversity. Pride isn’t just a season — it’s a movement toward authenticity,” he concludes.