Why Topicals has Proven to be More than a Skincare Brand

It’s been proven time and time again that the beauty industry wasn’t created with everyone in mind. Controversies surrounding beauty brands, like Tarte , that exclusively cater to white influencers on press trips and beauty brands that fail to meet diversity quotas have been well noted. Topicals, a Black-owned beauty brand that focuses on hyperpigmentation and skincare, has consistently kept its finger on the pulse of culture since its arrival. Founded in 2020 by Olamide Olowe, who was able to raise $2.6 million in venture capital funding, the brand serves a diverse clientele.

Topicals acknowledges and caters to a community that has been ignored for too long. They have built a loyal community by consistently including this diverse consumer group in visual campaigns and advertisements. Featuring figures, like Teyana Taylor and Rico Nasty, in their campaigns, Topicals is breaking away from traditional marketing and beauty norms.

For Topicals, representation is just as important as product quality. While other brands focus on the same influencers, Topicals ensures a diverse group of influencers who resonate with their audience. Their viral press trip, #TopicalsGoneToGhana, saw influencers sharing moments during the festive ‘Detty December.’

This trip received positive feedback on social media with its mood board-worthy moments. It also made sense to bring 12 BIPOC influencers on a week-long trip to Accra, Ghana.

“Brand trips have often faced criticism primarily due to a lack of inclusivity and the perception that participants don’t contribute positively to the places they visit,” Olowe tells Vogue Business in an interview. “We recognized the importance of giving back and engaging in cultural exchanges during our brand trips.”

This included a cultural exchange day where influencers visited local markets and businesses. These initiatives, along with their extravagant press trips and engaging visual campaigns, have helped Topicals build a strong community.

What Makes Topicals the It-Brand of the Time?

Topicals fosters community through their ambassador Slack channels and forums. There, brand lovers share ideas and test products early. Beyond these initiatives, Topicals hosts extravagant events, such as their Juneteenth celebration atop the Moxy Hotel. This night perfectly matched the high vibes of the day and left attendees with their favorite products in hand.

Topicals’ commitment to community extends beyond marketing and products. They invest in meaningful real-life experiences for customers and ambassadors. These events are more than promotions. They are curated to celebrate and empower the diverse community they serve. By prioritizing experiences and creating spaces for connection, Topicals shows they truly care about their people. Leading them to be a beauty brand where everyone can be seen and heard.

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