Two former Google executives launched the SeeMe Index this week, an AI-driven report that assesses beauty brands and their commitment to inclusion. The report and measurement is meant to help brand leaders make inclusive marketing decisions and also help the public identify what beauty brands are leading the way when it comes to inclusion.
According to their report, only eight of the top 40 brands studied met their “Seal of Approval” standards for inclusion.
“Time and time again, I saw brands wanting to do right by consumers but falling short, which is exactly where our journey with SeeMe Index began: a vision to bridge the gap between brands and consumers,” said Asha Shivaji, Co-founder and CEO of the SeeMe Index. She noted that “ensuring that every individual is represented and acknowledged” is a core focus for the company’s efforts.
The SeeMe Index measurement methodology includes reviewing “inclusivity efforts across ads, products, and DEI commitments,” with a final score conferring a “certification of the brands' holistic inclusivity efforts,” according to a company release.
As part of their work, they acknowledge that with AI and data overall, data output can only be strong when the right input data is applied. The company partnered with Alltold, a company focused on responsible AI to power the work. As a further step, this was augmented by human oversight to validate the way the data is used.
The eight companies that earned the seal are listed below, in ranked order of the highest-scoring to lowest-scoring:
- MAC Cosmetics
- Dove
- Estee Lauder
- L’Oreal Paris
- NYX Cosmetics
- Maybelline
- Fenty
- e.l.f.
According to Shivaji, her time growing up in Minnesota as one of the few children of color at school helped her see “the importance of inclusion and its impact on development and growth.”
“The SeeMe Index allows brands to finally understand if their efforts lead the pack or if competitors are fostering a more equitable and representative consumer experience," said Jason R. Klein, Co-Founder and COO.
By assigning scores and benchmarks against the industry, highlighting areas for all to improve, the intent is to drive consumer-level transparency into brands' inclusivity efforts, enabling them to make informed choices and support brands that resonate with their values.
