# Lifestyle Inclusion Self-care brands owned by WOC challenge the industry's stereotypical target. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 14, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/lifestyle-inclusion ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## What is the Lifestyle Inclusion trend? **Lifestyle Inclusion:** Wellness and lifestyle-related industries have long been exclusionary in the demographics they appeal to and target, but this is now changing with the growth of brands in this space that are owned by women of color. Businesses in this space include everything from hair care collections created by and for black women and women of color, and women and minority-supporting subscription boxes. ## The consumer insight behind the Lifestyle Inclusion trend Consumers are increasingly demanding representation and equal opportunity in a range of industries, and are now quicker to call out brands and industries that have failed to meet their standards--whether that's in opportunities for minorities, the treatment of minorities, or in exclusionary targeting. With growing knowledge around how discrimination in various industries is impacting many minorities--particularly black and minority women--consumers are turning to brands that are owned by the demographics that have previously received less representation. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 15, 2019 to Oct 10, 2020 - Published: Jul 14, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Lifestyle Inclusion trend ### Inclusive Demographic Targeting Brands owned by minorities, women and people of color are gaining popularity as consumers demand for equal representation in both entertainment and commerce. ### Simplified Editing for Minimalism Product lines that cater to the minimalist woman, using high-quality, clean and locally sourced ingredients, are growing in popularity in the haircare and beauty industry. ### Innovative Retail Subscription Services Subscription services that promote inclusivity and diversity in retail, focusing on minority-owned businesses, are becoming a more accessible, and more popular way for consumers to shop, explore, and discover new brands. ## What the Lifestyle Inclusion trend means for industry ### For Entertainment Inclusive content creation industries, like audio, editorial and visual media, are increasingly demanded by minority consumers as under-representation is challenged and attitudes regarding race and identity evolve. ### For Haircare/Beauty The high demand for clean, locally-sourced minimalistic products points to an opportunity for the haircare and beauty industry to break from large batches of manufacturing and exploration of clean health, developing a more mature and sophisticated industry. ### For Retail/Subscription Services The boom of innovative subscription-type retail services presents endless opportunities to explore diverse markets and suppliers, opening businesses to wider audiences while retaining key authentic product aspects and the benefits of community diversity. ## Workshop question How is your brand authentically presenting opportunities for women of color? ## Trend signals for Lifestyle Inclusion Trend score 3.7 out of 10, from popularity 50%, activity 52%, freshness 9%. - Popularity: 50% - Activity: 52% - Freshness: 9% ## Examples of the Lifestyle Inclusion trend 4 featured examples from Aug 15, 2019 to Oct 10, 2020. - [Minority-Supporting Subscription Boxes](https://www.trendhunter.com/trends/the-izzy-box): The Izzy Box Spotlights Minority- & Women-Owned Businesses (Category: Business) Implication: The subscription box industry has the opportunity to tap into the growing demand for diverse and socially conscious products while providing a personalized experience for consumer… - [Minimalist Curly Haircare Lines](https://www.trendhunter.com/trends/clean-haircare-brand): BREAD is a Clean Haircare Brand Catering Primarily to WOC (Category: Fashion) Implication: Disruptive innovation opportunity: revolutionize the beauty and personal care industry by introducing clean, minimalist haircare brands that meet the needs of diverse consumers. - [Nearly Seamless Period Panties](https://www.trendhunter.com/trends/bliss-collection): Ruby Love Unveiled the New Bliss Collection for National Period Day (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrate period-proof technology into mainstream fashion by creating innovative and stylish designs. - [Inclusive Motherhood Lifestyle Brands](https://www.trendhunter.com/trends/sugaberry): Sugaberry is a Lifestyle Brand for and by Moms of Color (Category: Lifestyle) Implication: Opportunities for media companies to create diverse and inclusive content for mothers, such as podcasts, videos, and articles. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)