# All-Asian Beauty Campaigns Maybelline Face the Difference Features 40 Asian Pacific Trailblazers By Laura McQuarrie | Published 2025-05-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/maybelline-face-the-difference References: [businesswire](https://www.businesswire.com/news/home/20250502265361/en/Largest-Asian-Pacific-Beauty-Campaign-in-History-Debuts-with-Cultural-Changemakers-by-Maybelline-New-York-Bustle-Gold-House) & [bustle](https://www.bustle.com/beauty/face-the-difference-celebrating-asian-pacific-beauty)  To celebrate Asian Pacific American Heritage Month, the [Maybelline Face](https://www.trendhunter.com/trends/brave-together-program) the Difference campaign launched. Created in partnership with Bustle Digital Group and community partner Gold House, this campaign boasts "the most ambitious photoshoot in Bustle’s history—a meticulously curated lineup of 40 trailblazers from across the Asian Pacific diaspora." According to a 2024 Gold House Gold Paper, one in three Asian Pacific consumers report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising content, and this campaign takes action in a new direction. In addition to featuring game-changing leaders in fashion design, media, sports and food, the Face the Difference campaign spotlights [Maybelline New York’s](https://www.trendhunter.com/trends/mental-healthfocused) bestselling Fit Me Matte + Poreless Foundation, which comes in [40 true-to-tone shades](https://www.trendhunter.com/trends/find-your-match) and has a 97% match success rate. Image Credit: Lenne Chai ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 79% | Activity: 84% | Freshness: 40% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Representation-driven Campaigns:** Campaigns like Maybelline's Face the Difference drive innovation by addressing cultural underrepresentation in marketing strategies. - **Inclusive Product Lines:** The demand for more diverse product offerings, such as the 40 shades of foundation by Maybelline, highlights the shift towards inclusive beauty standards. - **Cultural Heritage Celebrations:** Celebrating cultural heritage months within marketing highlights opportunities for brands to engage more deeply with diverse consumer bases. ### Who This Affects Most - **Beauty Industry:** The beauty industry is evolving with an emphasis on inclusivity and diversity, providing room for brands that prioritize representation. - **Digital Media & Advertising:** Digital media and advertising increasingly focus on culturally inclusive narratives, impacting how brands curate their content. - **Fashion & Lifestyle:** Fashion and lifestyle sectors are witnessing a dynamic shift towards embracing diversity, reflected in campaigns spotlighting varied cultural influences. ## Related on Trend Hunter - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Empowering Cosmetics Campaigns](https://www.trendhunter.com/trends/lunar-new-year-2024.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Mental Health-Focused Brand Initiatives](https://www.trendhunter.com/trends/mental-healthfocused.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md) - [Tennis Champion Beauty Campaigns](https://www.trendhunter.com/trends/brave-together-program.md)