Beauty for all was highlighted as one of “champion a new era of beauty” sets the scene well on efforts this year to carve out a more inclusive beauty market that catered to a plethora of consumers. Amira Freyer-Elgendy, consumer analyst at data analytics and consulting firm GlobalData, said the move by Unilever had to be commended. ‘Abnormal’ eczema, textured hair, sensitive scalps is a damaging narrative “Any initiative to make marginalised shoppers more comfortable or feel more included is commendable,” Freyer-Elgendy told CosmeticsDesign-Europe. “Eczema or dry skin, thinning hair, grey hair, acne, textured hair, rosacea, sensitive scalps – these sometimes do need more tailored products,” she said, but presenting these needs as ‘abnormal’, reinforced by the presence of ‘normal’ products, was a