A new lexicon—one that is inclusive, thoughtful and affirmative—is redefining the beauty industry.
On March 9, 2021, Unilever announced that the company is committing to removing the word “normal” across its beauty and personal care brands in a dedicated move to become more inclusive. The move is an acknowledgment of Unilever’s global influence and a reflection of evolving consumer values.
“With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives,” says Sunny Jain, president of beauty and personal care at Unilever. “We are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty.” In addition to removing the word “normal,” the company will ban excessive editing of models used in its advertisements.