Selena Gomez’s Rare Beauty, Lady Gaga’s Haus Labs and Estée Lauder Companies-owned MAC Cosmetics have been named the most inclusive beauty brands, according to a new report by SeeMe Index.
The artificial intelligence (AI)-powered platform – which measures inclusivity and diversity in brand marketing – took an in-depth look at how more than 200 US cosmetics brands represent, or misrepresent, their consumers in its third annual SeeMe inclusivity Index for Beauty.
This year’s index found only 32 brands earned SeeMe’s ‘Certified Inclusive’ distinction, spotlighting companies it said are at the forefront of inclusivity.
Rare Beauty landed in the top spot, with notable efforts towards inclusivity, including the launch of its Eau de Parfum, designed with accessibility in mind and created in partnership with hand therapists for an ergonomic design.
Additionally, its charitable efforts through the Rare Impact Fund sees 1% of the brand’s sales put towards supporting a global cohort of non-profit organisations, including the Black Teacher Project and La Familia Counseling Center.
Rare Beauty's Eau de Parfum launch was praised for its inclusive packaging design
Haus Labs placed second, having partnered with retailer Sephora in 2025 to give US$1 from each product sold to the Born This Way Foundation – a non-profit co-founded by Gaga and her mother.
MAC Cosmetics, which appeared third in the rankings, has long championed inclusivity and diversity, having raised more than $534m through its Viva Glam initiative since its inception in 1994.
These included Unilever-owned Dove, Procter & Gamble’s Gillette and LVHM-owned international beauty retail destination Sephora.
The report, which is a data-driven evaluation of consumer-facing marketing efforts, analysed across 700-plus identity dimensions and intersectionalities, such as generational representation, LGBTQ+ inclusion, ethnicity diversity and more.
“We measure representation across adverts, product and purpose across ethnicities, skin tones, ages, generations, gender expressions, body sizes, hair types and many other identity dimensions,” Asha Shivaji, co-founder and CEO of SeeMe Index, and Jason Klein, co-founder and COO of SeeMe Index, told Cosmetics Business.
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Also sitting in the ‘Certified Inclusive’ bracket is US beauty retailer Ulta Beauty; singer Rihanna’s Fenty Beauty – which made a breakthrough for inclusivity when it first launched in 2017 with a 40-strong shade range for its foundation; and Brazilian-inspired Sol de Janeiro.
Actress Naomi Watt’s menopause-focused Stripes Beauty also achieved ‘Certified Inclusive’ status, alongside Puig-owned Charlotte Tilbury, Beyoncé’s hair care line Cecred and influencer-founded brand One/Size by Patrick Starrr.
“The percentage of brands earning ‘Certified Inclusive’ status is actually slightly up year-on-year (YoY), from 15% last year versus 16% this year,” explained Shivaji and Klein.
“Notably, brands like Lancôme, La Roche-Posay, Sol de Janeiro and Charlotte Tilbury all moved up in the rankings, showing that brands are taking meaningful action to improve.
“Brands that earn ‘Certified Inclusive’ status stand out through
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