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Fashion isn’t just about throwing a look together. Thosae outside of the industry, or any of the

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Eryca Freemantle

Global Beauty Strategist

Eryca Freemantle is one of the worlds leading makeup and beauty experts, having been in the industry for over 30 years. She has worked with celebrities, mainstream brands and leading world renown beauty institution. Former advisor on the panel for London College of Fashion and co founder of LBS: LUXE BEAUTY SOIREE & EATOW: EMBRACING ALL TONES OF WOMEN business school of diversity, there isn’t anything about the beauty space she doesn’t know. Eryca is a leading expert on diversity in beauty. Eryca believes diversity is something that should be celebrated and should never be tacked on as an after thought or as a gimmick. This rings true through the beauty industry to all corners and its high time more of an effort is made to ensure all consumers of all creeds and colours were marketed to as standard not as an after thought.

There’s a huge market that is missed out on by refusing to diversify while you can easily market to the same audience with the same old products year in, year out, people are growing more and more confident in their own skin and brands such as Fenty are really sweeping up with their standardised approach to diversity in skin tones and colours. It should also be noted encouraging and appealing to diversity can be tackled across all manner of beauty products and skin care treatments not just make-up. What’s stopping bigger names from branching out? It does seem rather odd in a world that is supposedly growing more inclusive as the days go by.

Diversity should no longer be treated as a tick box or as something that needs to be adhered to for statistical purposes it’s something that should be celebrated, and not as a fashion statement or as a gimmick. The beauty industry on a whole is seemingly slow to pick up on the way society is moving forward. from shampoo to skin care and more besides, all manner of skin, shades and colours can benefit from some of the best products on the market t’s high time big name brands step with renewed vigour, and to approach inclusivity as something to be proud of, not to shy away from.

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You can’t finish a look without fashion and makeup working together – makeup lines are developed and directly influenced by rising trends in fashion, what’s turning heads on the catwalk, and what’s flying off the most important shelves.