The calendar suggests that Asian American, Native Hawaiian and Pacific Islander Heritage Month has arrived, which means that beauty brands are once again preparing to demonstrate their commitment to diverse consumers — at least until June.

A new analysis from SeeMe, the inclusivity research firm, suggests that the industry's embrace of AANHPI consumers remains more rhetorical than actual. According to the company's 2026 Inclusivity Index, Asian American and Pacific Islander talent accounts for just 12.3 percent of beauty advertising screen time, despite the group's status as one of the fastest-growing consumer segments in the country.

The numbers grow more stark at the intersections. Less than 0.5 percent of beauty advertising features AANHPI women over 45, according to SeeMe. For South Asian women over 45, the figure drops below 0.1 percent. (In practical terms, you would need to watch roughly 1,000 beauty advertisements to encounter one.)

"Brands were operating on assumptions, not data," said Asha Shivaji, a co-founder of SeeMe and a first-generation Indian American who previously worked in the beauty industry. "Instead of deeply understanding consumers, many simply repeated what had been done before."

The disconnect is particularly notable given that Asian beauty innovations — Korean skincare routines, cushion compacts, sheet masks — have reshaped the global industry. Yet only 4 percent of beauty brands have developed AANHPI-specific initiatives, according to the index. Most fold Asian consumers into broader diversity efforts without acknowledging the considerable differences among subgroups.

Ms. Shivaji pointed to a handful of exceptions. Gillette, she noted, is the only brand in the index with a Pacific Islander-specific campaign, celebrating Polynesian N.F.L. athletes. Kulfi, an independent brand, has developed products like brow formulas and concealers infused with saffron and amla that reflect South Asian beauty traditions rather than retrofitting Western products with additional shades.

The beauty industry has spent the last several years proclaiming its commitment to inclusion. The data suggests that the proclamations have outpaced the follow-through — which is, of course, a tradition as old as advertising itself.

Original story published in campaignlive.com: "SeeMe Inclusivity Index: Why beauty brands are still falling short for AANHPI consumers | Campaign US"