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Brief Published: 4 Sep 2018

New Beauty Brand SPKTRM Champions Anti-Perfection Movement


New York-based start-up SPKTRM is showing the beauty industry how to promote inclusivity with its refreshing Instagram-led campaign.

Launched in August 2018, the colour cosmetics company has pledged to never retouch the appearance of its models. In the brand’s inaugural Instagram-based campaign, ‘flaws’ such as fine lines and freckles were left clearly visible on multiracial models’ faces.

SPKTRM’s efforts on Instagram attempt to challenge millennials’ focus on the perfect selfie, with the brand seeking to counteract the negative effects resulting from consumers’ constant exposure to unrealistic and distorted photos. Filters and body-altering apps are arguably contributing to a rise in body dysmorphia, with more than half (55%) of American surgeons reporting a surge in patients wanting to alter their features to look better on camera (AAFRPS, 2018). 

Further tapping into inclusive beauty ideals, SPKTRM’s first product launch is You+ – a sheer foundation available in over 50 hues with warm, cool and neutral undertones. The vast number of shades satisfies consumers’ growing enthusiasm for broader representation within the beauty industry. 

While SPKTRM’s offering is the most inclusive yet (other similar ranges come in at around 40 shades), brands should consider how else they can promote openness. “Inclusivity doesn’t just mean adding more shades to your foundation offering,” says Stylus’ senior Beauty editor Lisa Payne. “Skin is so much more than the colour alone.”

SPKTRM’s inclusive ethos extends to its social media engagement strategy, which starts with the hashtag #MeInMind. It encourages consumers to celebrate their authentic selves and post make-up-free selfies, while nominating others to do the same. For deeper insights into promoting values of self-love, see Millennial Beauty: Advocating Realness and Reality Check.

For more on inclusive beauty, see Inclusive Beauty: 5 Key Lessons.