Growing up as a person of color, finding beauty products that truly catered to my needs was a challenge. However, in recent years, I discovered solace in BIPOC-owned brands that were making waves in the beauty industry. One such brand is Topicals, a skincare company that focuses on science-backed products for chronic skin conditions while uplifting diverse voices.
Described as a barrier-building lip treatment, Topicals' high-gloss finish and nourishing properties instantly captivated me. But what sets this brand apart is its ability to craft engaging narratives to sell their products. They understand and address the skin concerns of their consumers through tongue-in-cheek marketing, making even mundane tasks like spot-treating scars feel less daunting.
Topicals goes beyond hyperpigmentation treatments and lip balm. With their aesthetic visuals, diverse casting, and unapologetic humor, the brand conveys the message that their products are for everyone. They authentically navigate an industry that often lacks inclusivity, especially for Black and brown companies.
To further strengthen their brand awareness, Topicals embarked on a brand trip to Accra, Ghana. They celebrated Detty December, a cultural spectacle, with a group of Black influencers. This unique marketing approach left a lasting impact on their audience by showcasing individualism, community service, and spreading awareness with purpose.
For the Black community, the opportunity to visit the motherland and connect with their roots was both powerful and meaningful. Topicals ensured that the trip was inclusive, with creators from various fields, follower counts, and countries. There were no quotas or criteria to fulfill—Topicals speaks to anyone with skin.
The brand's commitment to authenticity and inclusivity in influencer marketing is a game-changer. They prioritize understanding influencers and their audience, fostering transparency, and embracing Blackness. Other brands can learn from Topicals' bold leaps and strong community engagement.
Topicals is redefining beauty standards through their authentic approach and inclusivity. They have set a high bar for brands to prioritize key practices and invest in the culture that shapes their industry. As a proud member of the Topicals community, I'm excited to see their continued success.
