BEAUTY COMPANY Avon has launched the Beauty in Colour Start Up, a new competition to encourage more diverse and representative products and people within the industry. The competition is open to women of colour across the UK who have a product idea, formula, or a beauty business they want to grow.

The winner of the Beauty in Colour Start Up will receive a £20,000 grant and mentorship, including the opportunity to develop and distribute their product exclusively with Avon throughout the United Kingdom. Two runners-up will also be able to join forces with Avon through a bespoke mentorship programme that will support them in developing their product idea and business – creating pathways and earning opportunities within the beauty industry for more women of colour.

Avon has partnered with some of the industry’s best and brightest talent to judge the entries, including journalist, business owner and diversity advocate, Ateh Jewel, make-up artist and ‘Eyebrow Queen’ Nilam Holmes and Millie Kendall MBE, founder of the British Beauty Council.

Experiences

Jewel said: “In my career I have had a lot of ‘this is not for you, who do you think you are?’ moments, so I’m so excited to be working with Avon on the Beauty in Colour Start Up to empower someone’s concept and dream, and make sure they don’t have the same experiences I had.

“In 2020, the fact I don’t have the same product choices as my friends who have lighter skin tones is incredibly frustrating – so I’m looking forward to seeing all the innovative ideas from entrants to change that. I really hope that this competition not only generates change and better product and marketing representation in the beauty industry, but that it inspires more women of colour to believe in themselves and really go for it.”

I want to see the beauty industry flooded with women of colour bringing their products and ideas to bathroom shelves all around the country.

Millie Kendall

Holmes added: “I know there are so many women who have great ideas for products or formulas, but it’s figuring out how to make them a reality that can be the hardest part. For me, that’s what I want to see happen through Avon’s Beauty in Colour Start Up – championing more women to join the beauty industry and get their ideas off the ground, as well as making it easier for consumers to find the products they need.

“I want to see the beauty industry flooded with women of colour bringing their products and ideas to bathroom shelves all around the country. It’s great to be partnering with Avon on this initiative and I hope other big beauty brands follow in their footsteps.

Passion

Kendall said: “We need to open up the doors and welcome more people into the beauty industry; as much as they may need our support, we also need their innovation, skills and passion. While we may have a lot of work planned on inclusivity within the industry, there is always room for improvement.

“This is why I’m really excited to be joining the judging panel on Avon’s Beauty in Colour Start Up. To me, Avon has always been about inclusivity and championing women in work by providing them with opportunities to become entrepreneurs and earn on their own terms, and the Beauty in Colour Start Up is no different.

“This initiative will build a new, innovative brand, and with the support and mentoring that goes with it, it could help to propel that brand into the mainstream.

“I’m really looking forward to hearing all the stories of the applicants. My advice to anyone thinking about entering the competition is be bold, brave and true to your story – when I first launched my own brand it was scary, but you have to believe in yourself and go with your gut.”

UK think tanks

Although significant strides have been made towards equality for women, societally there’s still some way to go in ensuring women of colour have an equal seat at the table – research from UK think tanks indicates that despite black employees having more career aspirations than their white colleagues, 33% feel their ethnicity will be a barrier to their next career move, compared to only 1% of white employees.

Revealing growing consumer activism in this area, research shows that one in five (19%) people would be discouraged from using a beauty brand if there was a lack of diversity in the product range.

I’m so excited to be working with Avon on the Beauty in Colour Start Up to empower someone’s concept and dream.

Ateh Jewel

Meanwhile, two fifths (39%) of people agree that products for underrepresented ethnic communities are expensive and 32% say not enough mainstream brands cater for people with textured hair. Two findings that Avon is hoping to help resolve through its Beauty in Colour Start Up.

Interestingly, the research shows that half (50%) of people surveyed consider a diverse beauty brand to be one that caters for people from different racial groups.

The competition has been launched as part of Avon’s long-standing commitment to be an inclusive beauty company. When Avon first launched more than 135 years ago, it gave women the power to earn on their own terms – before women even had the right to vote. Today, more than five million Representatives across the world use Avon as a form of income.

As well as funding and facilitating the Beauty in Colour Start Up, the beauty company is focussed on ensuring it continues to listen and respond to its multi-cultural Rep and customer base and deliver product lines with a broad choice of shades and benefits.

James Thompson, Avon’s Head of Brand, Categories and Stores, said: “Avon celebrates beauty in all forms; we believe that all skin tones, sizes and ages are beautiful.

Product ranges

“However, we are aware there is room for greater inclusivity across the industry with regard to product ranges, ensuring our marketing reflects who our customers are, and most importantly in creating pathways into the industry for women of different backgrounds, colours and ages.

“We want to accelerate and champion inclusivity across the beauty industry, from encouraging budding entrepreneurs through the Beauty in Colour Start Up, to broadening our product ranges, and championing positive and dynamic change at Avon, in the communities of our five million Representatives and more broadly across the industry.”

Avon is encouraging women of colour who want to take their next step into the beauty industry to apply for the competition – whether they have a product idea which responds to a consumer need, have already mixed a formula they want to launch more widely, or already have a beauty business they want to grow. Entries are open until 23^rd December with finalists and a winner selected in early 2021.

To find out more or submit your application for the Beauty in Colour Start Up visit www.avon.uk.com/beauty-in-colour

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