Neurodiversity refers to the concept of variations in brain function and behaviors that should be recognized and respected as part of human diversity. The term, coined in the '90s, refers to conditions such as autism, ADHD, dyslexia, and other neurological differences, emphasizing the value of different cognitive perspectives rather than viewing them as deficits. Common signs of neurodiversity include difficulty with social interaction, struggle with communication, sensory sensitivity, issues with focus and concentration, and intense interest in a particular topic of activity.

Despite an increase in recognition and acceptance of neurodiverse individuals from wider society in recent years, there is still a long way to go until true inclusivity is reached in the beauty industry. In 2019, it was reported that only 4% of beauty brands catered to this demographic, which has fueled several businesses to improve their products and services to ensure an accessible experience for all.

Beginning with Brands

While there is still a current lack of beauty brands specifically focused on neurodiverse needs, some pioneering companies are emerging with products designed to accommodate and celebrate neurodiverse consumers. These businesses aim to raise awareness and foster inclusivity in the beauty industry, striving to inspire broader change and acceptance. 

British brand Diverse Skincare Formulations is one of the growing number of businesses created explicitly for neurodiverse consumers who struggle with sensory issues, providing products tailored to be gentle, effective, and easy to use when it comes to the battle many experience daily.

"Our primary audience includes neurodivergent individuals who often struggle to find skincare products that cater to their unique sensory and practical needs," the Diverse Skincare Formulations website explains. "This audience is typically underserved in the skincare market. Neurodivergent individuals often face challenges with sensory processing. They need skincare products that are not only effective but also considerate of their sensory sensitivities and practical usability."

Tropic Skincare has also made efforts to accommodate neurodiverse customers. In 2022, the brand introduced a dyslexic-reader-friendly typeface across its branding after finding out that customers were experiencing difficulties understanding its website and communications.

"We were given the brief of designing Tropic their own bespoke typeface that was going to be much more accessible to dyslexic readers," commented Emily Fox, Studio Director of design agency Lewis Moberly, who oversaw the project. "What really excited me about this project is that we are moving into being much more inclusive in terms of products and designs. When we spoke to a few charities and got really into the subject, we realized that these days it's not just about dyslexia, but about neurodiversity in a much broader sense."

Retail at the Ready

Catering to neurodiverse people in beauty goes beyond just product offerings and brands; it also covers a broader spectrum including retail destinations. A recent study conducted by salon, spa, and fitness software company Vagaro highlighted the significant presence of neurodiverse professionals and consumers in the beauty industry, with 50% of participants identifying as neurodiverse.

Of the brands and retailers that participated in the survey, 43% said they offer services specifically tailored to meet the needs of clients who are neurodivergent or on the autism spectrum. While this is commendable, the 57% remaining gap still needs to be filled.

Superdrug has presented notable examples of efforts to cater to the neurodiverse customer. This includes a redesign of the retailer's website. The update included the addition of an Assist Me Tool, which enables accessibility enhancements that allow people to use the website based on their individual needs and wants. Content adjustment allows browsers to change the word or letter spacing for those with dyslexia, as well as the ability to adjust page saturation through dark and light contrast and inverted color options for those with impaired sight and colorblindness. Shoppers also have the option to mute sounds, stop animations, and activate a high-focus mode that highlights sections of text designed for those with ADHD in mind.

"We are thrilled to be updating our e-commerce site with these accessibility tools. We believe that true accessibility needs to be both offline and online and are proud to be one of the major high-street retailers who are making e-commerce shopping more inclusive," Matt Walburn, Superdrug e-commerce Customer and Marketing Director said at the time of the update. "This technology will allow our customers to modify the website to their own personal needs, helping them to navigate the thousands of health and beauty products we sell with ease and overall have a more enjoyable online shopping experience."

The website adjustment came after Superdrug's previous efforts to make neurodiverse consumers' shopping experience more accessible. In December 2021, the retailer introduced the quiet shopping hour every Saturday for the first hour of opening, hoping to make Christmas shopping easier for the neurodiverse, who often struggle in populated social environments. Radio stations were silent during the hour, and staff were instructed to be mindful of noise. A quiet room was also available in selected stores, providing a less stimulating environment for those who may become overwhelmed.

Setting Up Salons

Salon visits can be challenging for neurodiverse individuals due to sensory sensitivities to noise, smells, and physical touch, as well as the unpredictability of the environment. These factors can cause discomfort and anxiety, making it difficult for neurodiverse clients to enjoy or even complete their salon experience. Vagaro's findings were used to highlight the progressive ways salons and spa workers can cater to the neurodivergent.

These included verbalizing that the company provides a safe and non-judgmental environment. Another suggestion was adding a "chat or chill" sign to allow customers to choose what type of appointment they would prefer, as this will make it easier for those who do not like to make conversation to communicate their preferences.

It can also be important for salon staff to remember that verbal communication is not always the easiest way for neurodiverse customers to express their feelings. The reduction of the need to communicate verbally to book appointments is recommended, with the suggestion of allowing the option for virtual bookings and check-ins.

Asking about sensory needs is imperative, especially in a salon setting where noises and textures can become overwhelming. Stylists can be accommodating to this by discussing sensory triggers with clients before going ahead with the service, providing solutions such as covering the ears and face with a towel while washing hair to avoid water contact, tying the gown loosely, or recommending appointments are booked during quieter periods.

Welcoming the Workforce

Vagaro's survey also found that 27% of respondents work on a team with a neurodivergent peer. For many neurodiverse people, challenges are presented when it comes to the everyday workweek, and unfortunately, 51% of neurodivergent workers have quit or are willing to quit their jobs because they don't feel supported by their employer.

How can employers accommodate their neurodiverse workforce? The changes to be made are far more simple than one may think. To avoid exclusion, employers can begin with the recruitment process. Examples include adding audio or visual descriptors to job listings and including audio descriptions of key documents.

For office environments in particular, loud and noisy settings can be particularly daunting for those with sensory processing issues. Creating a peaceful environment that minimizes distractions will allow these individuals to perform to the best of their ability.

Education within companies is also essential when it comes to ensuring that all employees feel comfortable. Providing all of the workforce with training to understand neurodiverse workers cultivates a true understanding of neurodiversity and inclusion. This can come in many forms, but a good place to start includes workshops, seminars, and conversations that promote empathy and defuse misconceptions about neurodiverse conditions.

"Our survey showcases the growing dedication of salon and spa professionals to inclusivity and innovation," comments Charity Hudnall, Vagaro's Chief Marketing Officer. "By encouraging acceptance, celebrating diversity, and leveraging technology, we can create more accessible spaces for neurodivergent clients and industry professionals."

The increase of neurodiverse education in beauty holds a significant promise for advancing the industry by fostering innovation and inclusivity.  By embracing diverse working styles and accommodating the needs of neurodiverse individuals, beauty brands and retailers can unlock the full potential of their offerings, allowing for a more inclusive beauty scene. As 20% of the world's population is neurodiverse, the time is now to push beyond awareness to an era of embracing inclusivity. After all, it should not be about accommodating differences, but instead celebrating them.