As International Women's Month unfolded last month, beauty brands and businesses reflected on the progress made and the challenges that remain in the pursuit of gender equality. The latest findings from the Ipsos International Women’s Day 2025 survey, conducted across 30 countries via the Global Advisor online platform, provided valuable insights into public perceptions of female leadership, feminism, workplace dynamics, and societal expectations.

For beauty brands, understanding these perspectives presents a unique opportunity to engage consumers through purpose-driven messaging and inclusive representation. As brands increasingly align with gender equity initiatives, the findings offer actionable insights into how beauty businesses can champion positive change and build deeper connections with their audience.

Consumer Perspectives on Female Leadership

• 59% believe things would work better with more women in leadership roles in government and companies
• 54% think women won’t achieve equality without more female leaders
• Women are more likely than men to support this view (60% vs. 47%)

Partnerships with female sports teams are currently the biggest marketing trend in beauty; it is no surprise that female power is attracting female consumers to products and brands. Consumers increasingly favor companies demonstrating gender-inclusive leadership; beauty brands should consider promoting and highlighting female executives and founders.

Feminism and Gender Perception

• 39% globally define themselves as feminists, with women more likely to do so than men (44% vs. 31%)
• Gen Z women lead in identifying as feminists (53%) compared to Gen Z men (32%)
• The share of people identifying as feminists has declined slightly (-3 percentage points (ppts) from 2024)

Consumers are aligning themselves with feminist values and will look for brands with a similar ethos. Campaigns focused on empowerment, self-expression, and inclusivity present the opportunity to tailor their messaging to resonate with the younger female audience. Brands such as Dove, whose 2024 campaign called "Real Beauty" focused on highlighting the beauty of everyday women, going against the artificial ideal of female stereotypes, are setting an example.  Although the proportion of self-identified feminists has declined slightly, authentic brand advocacy for gender equality remains a powerful differentiator.

Perceived Progress and Challenges

• 50% of people believe gender equality efforts have gone far enough, with men more likely to agree (55% vs. 44%)
• 46% feel men are expected to do too much to support equality
• 44% believe promoting women’s equality has led to discrimination against men

Brand focus should be on meaningful initiatives that create lasting impact as opposed to performative activism from brands. Makeup brand e.l.f. released the “So Many Dicks” campaign in 2024, revealing there are 19 times more men named Dick (Richard, Rich, Rick) than women of Middle Eastern descent on US corporate boards. The campaign champions the need for representation of underrepresented groups of people; sharing the responsibilities in the workplace and being transparent and educational in its messaging can help dispel misconceptions and foster constructive conversations.

Generational and Gender Gaps:

• Gen Z men are significantly more likely to believe women’s equality efforts have resulted in discrimination against men (57%) compared to Gen Z women (36%) 
• 28% of Gen Z men agree that staying home to care for children makes a man "less of a man," compared to 19% of Gen Z women
• 46% think parental leave applies more to women than men, while 44% see it as gender-neutral

Brands tailored for a younger audience should prioritize inclusive, balanced narratives that resonate with diverse viewpoints. Promoting progressive masculinity through storytelling and brand partnerships can challenge stereotypes. In 2018, Dove Men+Care’s “The Pledge for Paternity Leave” campaign advocated for paid paternity leave policies, challenging traditional gender roles and supporting fatherhood. Celebrating fathers in caregiving roles through marketing and advertising can further break down gender norms.

Workplace Representation and Favoritism

• 41% have had a female manager, indicating growing representation in leadership
• 18% report seeing women receive favorable treatment at work, while 27% of Gen Z women say men receive more favorable treatment

In Sephora’s “We Belong to Something Beautiful” campaign, the focus was on diversity and inclusion within their workforce, promoting gender equity, and providing mentorship and leadership programs for women. Beauty brands can support mentorship programs and leadership development for women, and by promoting workplace transparency and fair practices will strengthen employee trust and public perception, promoting gender equity and female empowerment.

Future Outlook and Societal Impact:

• 42% are optimistic about significant gender equality progress in the next five years
• 35% believe corporate gender equality policies have positively impacted society
• Gen Z men are more likely to see these policies as having had a negative impact compared to Gen Z women (14% vs. 9%)

Beauty brands can contribute to this progress by supporting community initiatives and advocating for equitable policies. Communicating the impact of gender-equity programs and partnerships can enhance brand reputation, but focusing on authenticity with the campaigns is critical. Brands can foster inclusive dialogue through educational content and meaningful advocacy.

Media and News Consumption:

• Social media dominates as a news source for Gen Z, with women relying on it more than men (70% vs. 62%). This reliance shapes perspectives on beauty standards and gender issues, influencing brand narratives.

Beauty brands should prioritize authentic and values-driven content on platforms like TikTok and Instagram to connect with younger audiences. With social media shaping perspectives on beauty standards and gender issues, brands have an opportunity to lead in promoting positive representation and inclusive storytelling while pushing their products on platforms that can foster instant virality. Fenty Beauty has built a strong digital presence, using Instagram and TikTok to champion inclusivity and engage younger consumers through authentic storytelling. Similarly, Glossier's “Body Hero” campaign celebrated diverse body types, resonating with Gen Z’s values on social media.

Implementing Equality in the Future

The findings from the Ipsos International Women’s Day 2025 survey highlight the complexities of gender perceptions across different demographics. For beauty brands, this presents both a challenge and an opportunity. By adopting authentic, inclusive narratives and supporting gender equity initiatives, brands can build deeper connections with their consumers. Empowering female leadership, addressing generational divides, and contributing to positive social change will not only strengthen brand reputation but also resonate with an increasingly values-driven audience. As the beauty industry continues to evolve, those who lead with purpose will stand out, fostering genuine progress and leaving a lasting impact on society.