by The beauty industry has long been dominated by unattainable standards, but a powerful shift is underway. A new wave of brands is not just acknowledging diverse bodies but celebrating them. These brands are revolutionizing inclusivity, representation, and self-love, ensuring that beauty truly belongs to everyone. Here, we explore 15 body-inclusive brands making a difference and where you can find them.
1. Fenty Beauty
Rihanna’s Fenty Beauty changed the game in 2017 with its 50-shade foundation range, proving that inclusivity is not an afterthought but a necessity. The brand celebrates people of all skin tones, ensuring no one feels left out of the beauty conversation.
Beyond shade inclusivity, Fenty Beauty extends its ethos to models and campaigns, featuring individuals of all sizes, ethnicities, and genders. This visibility matters because representation shapes how people see themselves in the world.
You can shop Fenty Beauty at Sephora, Ulta, and FentyBeauty.com.
2. Glossier
Glossier is a pioneer in minimalist, skin-first beauty, embracing real people in its marketing campaigns. Their “Skin First, Makeup Second” philosophy promotes self-acceptance rather than hiding imperfections.
The brand consistently showcases models with real skin textures, body types, and conditions like acne or rosacea, breaking the airbrushed illusion of perfection. This authenticity has cultivated a devoted community that feels seen and celebrated.
Find Glossier products at Glossier.com and select Sephora stores.
3. Dove
Dove has been a leader in body positivity for years, launching its Real Beauty campaign in 2004. The brand highlights people of all shapes, ages, and abilities, making self-confidence a cornerstone of its message.
Dove’s products cater to diverse skincare needs, from nourishing body washes to inclusive deodorants. Their commitment extends beyond marketing, with initiatives like the Self-Esteem Project empowering young people worldwide.
Shop Dove at Walmart, Target, Amazon, and major drugstores.
4. Savage X Fenty
Savage X Fenty, Rihanna’s lingerie brand, redefines sexy by showcasing models of all sizes, genders, and abilities in its fashion shows. The brand proves that confidence comes in every shape.
With inclusive sizing up to 4X and 46G, Savage X Fenty ensures that every body type has access to stylish and comfortable lingerie. Their marketing empowers customers to feel sexy without conforming to traditional standards.
Purchase Savage X Fenty at SavageX.com and Amazon.
5. Rare Beauty
Founded by Selena Gomez, Rare Beauty prioritizes self-acceptance and mental health, challenging industry norms that fuel self-doubt. The brand embraces imperfections and natural beauty.
Rare Beauty’s products, from lightweight foundations to soft blushes, cater to all skin types and tones. Beyond beauty, it donates a percentage of sales to mental health initiatives, making self-care more than just skin deep.
Shop Rare Beauty at Sephora and RareBeauty.com.
6. Aerie
Aerie’s “Real Me” campaign was a game-changer, pledging never to retouch photos of their models. This bold move showcased stretch marks, cellulite, and real bodies, setting a new standard in fashion marketing.
Their inclusive sizing, ranging from XXS to XXL (and select styles up to 3X), ensures everyone finds something that fits comfortably. Aerie’s celebration of diversity fosters a community where self-love is the priority.
Find Aerie at Aerie stores and Aerie.com.
7. Parade
Parade disrupted the underwear industry by celebrating bodies of all shapes, sizes, and genders. Their vibrant campaigns showcase models beyond conventional beauty standards.
Offering sizes up to 3X, Parade ensures comfort and style for all. Their dedication to sustainability also aligns with modern values, making ethical shopping more accessible.
Shop Parade at YourParade.com.
8. ASOS Curve
ASOS Curve caters specifically to plus-size individuals, proving that fashion is for everyone. Their diverse model lineup showcases a variety of body types in stylish, trendy pieces.
With sizes ranging from 14 to 30, ASOS Curve eliminates the frustration of finding chic plus-size fashion. Their commitment to representation makes shopping an empowering experience.
Find ASOS Curve at ASOS.com.
9. Girlfriend Collective
Girlfriend Collective merges sustainability with inclusivity, offering activewear for all bodies. Their sizes range from XXS to 6XL, proving that fitness fashion should be accessible to all.
Their commitment to ethical production and recycled materials makes them a favorite among conscious shoppers. Whether it’s leggings, bras, or loungewear, Girlfriend Collective celebrates real bodies in motion.
Shop Girlfriend Collective at Girlfriend.com.
10. Good American
Co-founded by Khloé Kardashian, Good American offers denim and fashion for every shape. Their size range spans 00 to 32+, making high-quality fashion available to more people.
The brand prioritizes stretch, fit, and comfort, ensuring their jeans hug every curve just right. Their unedited campaign images continue to redefine beauty in the fashion world.
Purchase Good American at GoodAmerican.com and Nordstrom.
11. Universal Standard
Universal Standard boasts the most inclusive sizing in fashion, spanning 00 to 40. Their commitment to quality means every piece is designed to flatter all body types.
Their Fit Liberty program allows customers to exchange clothes if their size changes, reinforcing the idea that fashion should adapt to bodies—not the other way around.
Shop Universal Standard at UniversalStandard.com.
12. The Lip Bar
The Lip Bar, founded by a Black woman, champions diversity in beauty. Their inclusive lipsticks, foundations, and eyeshadows cater to all skin tones.
The brand’s vibrant marketing highlights models of different ethnicities, ages, and body types. Their mission is to break industry norms and redefine beauty standards.
Find The Lip Bar at Target, Walmart, and TheLipBar.com.
13. Chromat
Chromat’s boundary-pushing swimwear and lingerie celebrate queer, trans, and plus-size bodies. Their runway shows feature models who defy conventional standards.
By designing for diverse body shapes and gender expressions, Chromat proves that fashion should embrace everyone. Their work fosters a more inclusive industry.
Shop Chromat at Chromat.co.
14. Ilia Beauty
Ilia Beauty combines clean beauty with inclusivity, ensuring people of all skin tones find products that work for them. Their foundations and tints cater to a diverse range.
The brand’s minimal yet effective formulas prioritize skincare as much as makeup, proving that beauty is about feeling good in your own skin.
Shop Ilia Beauty at Sephora and IliaBeauty.com.
15. Skims
Kim Kardashian’s Skims revolutionized shapewear, offering solutions for all body types. Their size-inclusive range (XXS to 5X) makes comfort and confidence accessible.
Skims’ marketing focuses on diverse models, challenging outdated shapewear ideals. Their neutral-tone offerings ensure everyone finds a match.
Find Skims at Skims.com and Nordstrom.
Conclusion
These 15 brands prove that beauty isn’t about fitting into a narrow mold—it’s about embracing individuality. By shopping these brands, you’re not just buying a product; you’re supporting a movement that champions inclusivity, representation, and self-love. The future of beauty is diverse, and these brands are leading the way.
