As a person of color, finding beauty products that truly catered to my needs was often a challenge. However, in recent years, I've found solace in the rise of BIPOC-owned brands in the beauty industry. One such brand is Topicals, a Black-owned skincare company that focuses on science-backed products for chronic skin conditions.
Described by the brand as a barrier-building lip treatment, Topicals' products not only deliver great results but also promote inclusivity through their marketing strategies. The brand understands its consumers' desires and addresses their skincare concerns in a relatable and tongue-in-cheek manner.
Topicals goes beyond hyperpigmentation treatments and lip balm. It employs diverse casting and celebrities to push its narrative: that Topicals is for everyone. The brand stands out in an industry that often lacks diversity and inclusion.
One of the highlights of Topicals' marketing strategy was a brand trip to Accra, Ghana, where they celebrated Detty December, a cultural event. They curated an all-Black guest list, strengthening brand awareness while promoting individualism and community service.
Unlike other brand trips, Topicals focused on spreading awareness and giving back to the African community. It created an environment that embraced Blackness and treated all attendees equally, regardless of their status or follower count.
The trip was well-received on social media, resonating with audiences worldwide. Influencers from various fields and countries attended, documenting their experiences and connecting with the brand on a deeper level.
Topicals' authentic approach to influencer marketing sets a new standard for beauty brands. It shows the importance of understanding influencers and their audience, fostering transparency, and investing in the culture. The brand has built a strong community that appreciates its commitment to authenticity and inclusivity.
Topicals' journey is a testament to the power of representation and the impact brands can have when they prioritize diversity and inclusion. As a consumer, I am proud to support and be a part of the Topicals community.
Written by [Author Name], a fashion, beauty, lifestyle, and entertainment writer based in NYC.
