# Inclusive Clean Lipsticks Shade M Supports Diversity & Expression with Cruelty-Free Cosmetics By Laura McQuarrie | Published 2020-11-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shade-m References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/The_makeup_brand_embracing_art_cultural_diversity_and_self_expression/171754) & [shadembeauty](https://shadembeauty.com/) Red Hot, Foxy and [Fierce](https://www.trendhunter.com/trends/fierce-renewal-hair-booster) are some of the colors of Shade M's highly pigmented, long-lasting [MUSE](https://www.trendhunter.com/trends/glassesusacom) matte liquid lipsticks and they're clean, halal certified, vegan-friendly and cruelty-free. Made with the Muslim woman in mind, the lipsticks from the brand champion diversity and representation, and help the brand fill gaps in the beauty world. In the collection of matte liquid lipsticks, Mauj is a deep and dark shade that gets its name from the Arabic word for waves. Inspiring women to embrace the truest versions of themselves, the brand invites consumers to share #IAMMYOWNSHADE on social media. Shade M got its start earlier this year with MUSE, which just won the Pure Beauty London 2020 Gold award for the Best New Inclusive Makeup Product. Image Credit: Shade M ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 20% | Activity: 17% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Inclusive Cosmetics:** Creating cosmetics that cater to diverse demographics and promote inclusivity in the beauty industry. - **Clean Beauty:** Developing cosmetics that are cruelty-free, vegan-friendly, and free from harmful ingredients, meeting the growing demand for clean beauty products. - **Halal Cosmetics:** Producing cosmetic products that adhere to halal standards, catering to the needs of Muslim consumers and expanding into the halal cosmetics market. ### Where This Applies - **Beauty:** Disruptive innovation opportunities in creating diverse, clean, and halal cosmetics to meet the changing preferences and demands of consumers. - **Social Media:** Exploring opportunities to leverage social media platforms for brand promotion and encouraging consumers to share their unique shade and beauty experiences. - **Awards and Recognition:** Capitalizing on industry recognition and accolades to build brand credibility and gain a competitive edge in the cosmetics market. ## Related on Trend Hunter - [Dazzling Lipstick Collections](https://www.trendhunter.com/trends/in-the-spotlight-collection.md) - [Versatile Long-Lasting Lipsticks](https://www.trendhunter.com/trends/longlasting-lipstick.md) - [Versatile Finish Lipstick Sets](https://www.trendhunter.com/trends/dress-code-set.md) - [Inclusive Toxin-Free Makeup Products](https://www.trendhunter.com/trends/defiance-beauty-by-nechami.md) - [AI-Personalized Lipsticks](https://www.trendhunter.com/trends/maison-m.md) - [City-Inspired Bold Lip Glosses](https://www.trendhunter.com/trends/bold-lip-gloss.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Conditioning Glossy-Wet Lipsticks](https://www.trendhunter.com/trends/rabanne-beauty-dramalips.md) - [Collaboration Women Empowerment Lipsticks](https://www.trendhunter.com/trends/tlb-nonstop-liquid-matte-lipstick.md)