According to Estée Lauder, 40% of women buying skincare products between ages 18-44 are women of color. With such sizable buying power in a billion-dollar industry, it’s no wonder beauty brands are investing in models of color to be the face of their products.

Global beauty brand Estée Lauder recently added Puerto Rican-born supermodel, Joan Smalls to their roster of beauties including Hilary Rhoda, Carolyn Murphy, Elizabeth Hurley, Constance Jablonski and Liu Wen. “We are thrilled to introduce Joan to women around the world,” said Jane Hertzmark Hudis, Global Brand President, Estée Lauder as she announced the partnership. “She truly reflects Estée Lauder’s modern vision of global beauty.”

As part of their new philosophy that “Every Woman Can Be Beautiful,” the brand is also launching the Even Skintone Illuminator which addresses uneven skin tone in all ethnicities and the Eye Illuminator which combats dark circles and puffiness for every complexion.

Yves Saint Laurent’s latest campaign for the famous Touche Éclat Highlighter employs supermodel Jourdan Dunn as the face of the advertorial. Her campaign accompanies the release of updated shades of the Touche Éclat that perfectly match any complexion.

Dominican beauty Arlenis Sosa has appeared in ads as the face of Lancôme since 2009 and in addition to her lucrative deal with Victoria’s Secret, Chanel Iman also fronts the 2011 campaign for DKNY’s Be Delicious fragrance.

Major beauty brands have learned its profitable to invest in women of color while New York Fashion Week was conversely the “Whitest in Years.” Is fashion lagging behind?

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  • yes fashion is behind. in the 90’s thins were in the reverse.