# Skin-Specific Cosmetic Brands IMAN Cosmetics Focuses on Women of Color with Its #Melaninarmy By Kalin Ned | Published 2018-11-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/iman-cosmetics References: [imancosmetics](https://imancosmetics.com/) & [imancosmetics](https://imancosmetics.com/pages/melanin-army) IMAN Cosmetics was launched back in 1994 to provide products that are useful for women with [skin of color](https://www.trendhunter.com/trends/eadem). Ten years later, the brand was picked up by Proctor & Gamble and today, it has thrived into an inclusive entity that celebrates and empowers diversity. From [skincare to cosmetics](https://www.trendhunter.com/trends/versed-makeup), IMAN provides products that are specifically designed for "the African American, Asian, Latina and multi-cultural women with skin tones in a myriad of shades." In a beautiful attempt to further push its agenda, IMAN Cosmetics launches a social media-friendly project that is dubbed Melanin Army. Currently, the initative has five representatives — Deeksha, Nzinga, Lucci, Alana, and Selangie. Each brand ambassador offers a quote of what their skin means to them and their go-to IMAN Cosmetics products. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 52% | Activity: 61% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Skin-specific Cosmetic Brands:** Disruptive Innovation Opportunity: Develop cosmetic brands that cater to the specific needs and shades of diverse skin tones. - **Inclusive Beauty Products:** Disruptive Innovation Opportunity: Create beauty products that celebrate and empower diversity by providing inclusive options for all skin types and tones. - **Social Media-friendly Marketing Campaigns:** Disruptive Innovation Opportunity: Design marketing campaigns that leverage social media platforms to promote and amplify messages of inclusivity and diversity. ### Industries Being Reshaped - **Cosmetics:** Disruptive Innovation Opportunity: Explore new formulations and product lines that cater to the specific needs and diverse skin tones of women of color. - **Skincare:** Disruptive Innovation Opportunity: Develop skincare products that address the unique concerns and requirements of women with diverse skin tones and types. - **Social Media Marketing:** Disruptive Innovation Opportunity: Create innovative social media marketing strategies that resonate with diverse audiences and promote inclusivity in the beauty industry. ## Related on Trend Hunter - [Black Skincare Makeup Ranges](https://www.trendhunter.com/trends/raissa-yame-makeup.md) - [Revitalizing Melanin-Targeted Skincare](https://www.trendhunter.com/trends/brownkind.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Inclusive Intimate Skincare](https://www.trendhunter.com/trends/beauty-below.md) - [Inclusive Toxin-Free Makeup Products](https://www.trendhunter.com/trends/defiance-beauty-by-nechami.md) - [Inclusive Skincare Brands](https://www.trendhunter.com/trends/inclusive-skincare-brands.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Skin-Caring Cosmetics](https://www.trendhunter.com/trends/versed-makeup.md) - [Life Stages-Focused Beauty Brands](https://www.trendhunter.com/trends/skincare-brand-stripes.md)