Fanatically fair

These brands have pitched a wide-open tent that welcomes everyone—especially those left behind. They're sensitive to attitudinal shifts, not just because that's helpful research insight, but because they themselves embody that shift.

Consumers of color are now served by the likes of Rihanna's Fenty Beauty and Mented Cosmetics, whose products embrace skin tones traditionally ignored. Other brands such as Morphe work across a fluid gender spectrum, forming partnerships with YouTube stars such as James Charles, who at 17 was CoverGirl's first CoverBoy.

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