Making Inclusive Makeup Accessible in Australia

The beauty industry has made remarkable progress over the years, yet for many people of colour, finding truly inclusive makeup services remains a challenge. Across Australia, countless individuals still struggle to feel represented, understood, or confident when booking professional makeup especially for important life moments.

At Own Tone Australia, inclusivity is not a trend or a checkbox. It is the foundation of everything we do.

The Gap in the Beauty Industry

For decades, mainstream beauty standards have been largely Eurocentric. Many makeup products, techniques, and services were designed with limited skin tones in mind, often overlooking deeper complexions, diverse undertones, and cultural aesthetics.

This has led to common experiences such as:

• Foundations that don’t match or oxidise on darker skin

• Makeup that appears ashy, grey, or flat in photographs

• Artists unfamiliar with cultural attire, jewellery, or traditions

• Clients feeling the need to “adjust” themselves rather than being celebrated

In a multicultural country like Australia, this gap is both significant and unnecessary.

What Inclusive Makeup Really Means

Inclusive makeup goes beyond offering a wider shade range. It means understanding:

• The science of undertones across different skin depths

• How pigments behave on melanin-rich skin

• Cultural preferences in makeup for weddings, festivals, and events

• Facial features that vary across ethnicities

• The emotional importance of representation and trust

True inclusivity is about expertise, empathy, and intention not just products.

Our Approach at Own Tone Australia

Own Tone Australia was built to challenge the one-size-fits-all approach to beauty. We specialise in working with people of colour, including Indian, African, Latino, and diverse multicultural communities across Australia.

Our approach is rooted in three key principles:

1. Expertise Across Skin Tones

We invest time in understanding undertones, textures, and techniques that enhance not mask—natural beauty. Every face is treated individually, never generically.

2. Cultural Awareness & Respect

From bridal makeup influenced by cultural traditions to event looks that align with attire and occasion, we approach each client with sensitivity and respect for their background.

3. Creating Safe, Trusting Experiences

Many clients come to us after disappointing past experiences. We prioritise calm, respectful consultations where clients feel heard, supported, and confident in our process.

Accessibility Beyond the Studio

Accessibility is not only about representation it’s also about convenience and availability.

That’s why Own Tone Australia offers mobile makeup services, travelling to clients for weddings, events, corporate functions, and creative projects. This removes barriers for busy professionals, large bridal parties, and clients who prefer familiar environments.

Inclusive beauty should be easy to access, not harder to find.

The Role of SFX in Inclusive Representation

Our work also extends into Special Effects (SFX) makeup, an area where diversity is often underrepresented. From film and creative projects to themed events, inclusive SFX ensures that people of colour are not limited to certain roles or aesthetics.

By combining traditional makeup artistry with SFX expertise, we expand the possibilities for creative expression across all skin tones.

Why Representation Matters

When clients see themselves reflected accurately and respectfully, it changes how they feel.

Inclusive makeup:

• Builds confidence during milestone moments

• Allows people to show up authentically

• Reduces anxiety around being misunderstood

• Creates lasting emotional connections, not just visual results

For brides, professionals, creatives, and everyday clients, this representation matters deeply.

Looking Ahead: The Future of Inclusive Beauty in Australia

Australia’s beauty landscape is evolving, and inclusivity is no longer optional, it’s essential. As conversations around diversity, equity, and representation continue to grow, so does the responsibility of beauty professionals to adapt with intention.

At Own Tone Australia, our mission is ongoing. We aim to:

• Continue advocating for inclusive beauty standards

• Educate through our work and visibility

• Collaborate with diverse creatives and organisations

• Ensure every client feels seen, respected, and celebrated