For years, the beauty industry has largely catered to Eurocentric ideals, leaving those with melanin-rich skin to navigate products not designed for their unique needs. Now, as calls for inclusivity grow louder, brands like Proud of Colour (POC) Beauty are leading the way, not as a trend, but as a necessity.
Despite the rising demand for inclusivity, mainstream beauty brands often overlook the biological differences in melanin-rich skin. With increased melanin production offering natural UV protection, darker skin tones have unique needs when it comes to pigmentation, barrier function, and undertones. Many mainstream brands attempt inclusivity by simply extending foundation shades, but true representation requires addressing these deeper concerns. POC Beauty understands these challenges firsthand and formulates products specifically for melanin-rich skin.
Founded by Deepa Mani, a South Asian Australian entrepreneur and Indian classical dancer, POC Beauty was born from frustration with the lack of effective beauty solutions for deeper skin tones. The brand goes beyond surface-level inclusivity, ensuring every product is science-backed, culturally resonant, and designed with the POC community in mind.
Deepa Mani, founder of POC Beauty
POC Beauty merges skincare with cosmetics, ensuring every product is infused with ingredients that cater to the specific needs of melanin-rich skin. Unlike mainstream brands that often include harsh, stripping agents, POC Beauty prioritises hydrating, soothing, and brightening ingredients that address concerns like pigmentation, uneven tone, and dryness. Take their Lip Scrub, for example – through utilising the ingredients of papaya extract, beet extract, mango seed butter, shea butter, and coconut shell and fruit powder, it’s uniquely formulated to exfoliate, plump, brighten, and hydrate while supporting the lip’s microbiome. Designed for those who struggle with pigmentation, this innovative formula evens out lip tone and restores natural vibrancy, using carefully selected key ingredients for a gentle yet effective treatment.
POC Beauty Lip Scrub, $34.95. Shop here
“Innovation, inclusivity, and intentional beauty” – POC Beauty is set to redefine melanin-rich skincare in 2025. With a lineup in development, the brand is expanding into cosmetics that seamlessly blend skin-loving ingredients with high-performance formulations. While details remain under wraps, expect solutions that address pigmentation, hydration, and barrier repair, ensuring every product enhances and celebrates diverse beauty. Inclusive beauty isn’t a trend – it’s the future, and POC Beauty is here to lead the way.
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