Creating A Culturally Sensitive Brand
Creating a culturally sensitive business is crucial in today’s growing, diverse world. Cultural sensitivity builds trust, creates a deeper connection with clients, and helps ensure that every customer and employee feels seen and understood. When I started Cinderella Bridez, I wanted to address the noticeable gap in beauty services for South Asian brides. From makeup that suited specific skin tones to respecting unique cultural traditions, I realized that establishing a culturally sensitive business was not just a way to stand out, but a necessity.
The Importance of Cultural Sensitivity in Beauty
For many, beauty is deeply connected with culture. A wedding, in particular, is a significant milestone where family traditions, rituals, and heritage play a key role. In the South Asian community, weddings are multi-day events filled with symbolism, from the type of jewelry worn to the henna patterns adorning the bride’s hands. As beauty professionals, respecting these details and approaching each client’s heritage thoughtfully is key.
Being culturally sensitive means understanding and appreciating these differences—not just for the big events like weddings, but for all the services we offer. Clients want beauty professionals who don’t just complete their service but will do so with a genuine understanding of what that service means in their culture.
How Cinderella Bridez Became a Culturally Sensitive Brand
During my wedding makeup trials, I had a HUGE struggle finding a makeup artist that could accurately match my skin tone, let alone help me connect with my culture so I ended up just doing my own makeup. This was a massive disappointment to me as a woman's wedding day is an important milestone and I wanted to feel special.
When I created Cinderella Bridez, I envisioned providing a service that goes beyond makeup and hair. I wanted to close the gap in South Asian beauty so that what happened during my wedding does not happen to anyone else.
Research and Training
I made it a point to research traditional South Asian bridal customs and beauty expectations. For example, understanding the preferred shades of red for certain ceremonies, or how to apply makeup that suits deeper skin tones without ashy undertones. My team and I continue to educate ourselves to stay attuned to these preferences, ensuring each bride’s individuality is respected.
I also ensure that I and/or my team members attend any networking events that could provide different points of view and insights. I find networking the most important when understanding how to be culturally sensitive as each person has their own experiences and opinions. It is essential to understand ALL points of view, not just one side of culture.
Hiring and Training a Diverse Team
Our team at Cinderella Bridez includes people from different cultural backgrounds who bring valuable perspectives to our work. We also train all our artists in understanding and honoring various cultural traditions, so that every member can approach clients with sensitivity, respect, and the right skill set. A diverse team allows us to cater to a broader spectrum of needs and makes clients feel seen.
Personalized Client Consultations
During initial consultations, we ask questions about our clients’ cultural backgrounds and traditions to gain a deeper understanding of their expectations for their service. For example, South Asian brides often request intricate hairpieces or tikka jewelry that our team has to be prepared for. Knowing these specifics helps us design looks that align with their cultural preferences and ensure they feel like the best version of themselves.
Creating a Culturally Inclusive Product Selection
We ensure our kit includes products suitable for a wide range of skin tones and types. South Asian skin tones vary widely, and foundations that don’t match precisely could RUIN photos. We’ve tested and curated products that work well for deeper complexions, ensuring brides look radiant without compromising on quality. We also have a deep understanding of the color theory to mix and match shades, giving us a wide range of color selections.
The Impact of Culturally Sensitive Practices on Brand Loyalty and Image
Cultural sensitivity in beauty isn’t only about respecting traditions; it’s about recognizing and validating the client’s identity. At Cinderella Bridez, we’ve worked with brides and families who return to us repeatedly, not just because we understand their beauty needs, but because we respect and value their culture. That loyalty comes from our commitment to making every client feel seen and understood in a way that goes beyond beauty—it’s about belonging. Even if your service does not involve a cultural root, respecting your client's values and beliefs is still important.
Empathy is Key: Understanding your client’s cultural background and needs requires a willingness to listen. Empathy fosters trust, and clients will often open up more when they feel understood.
Stay Educated and Evolve: Cultural trends in beauty are always evolving. Stay informed about changes, especially as traditions adapt with newer generations.
Celebrate Diversity: A culturally sensitive beauty business isn’t just about adapting to one group. By acknowledging and celebrating the beauty in all cultures, you not only expand your client base but enrich the work you do.
Be Open to Feedback: Every client brings new insight. Listening to feedback—positive or constructive—helps you improve and adapt your services to better meet the needs of a diverse clientele.
Creating a culturally sensitive beauty business is a rewarding journey. It requires effort, genuine care, and ongoing education. But the result—a thriving brand that serves clients with authenticity and respect—is worth every bit of that effort. Cinderella Bridez is a testament to the power of cultural sensitivity in building a brand that resonates, creating lasting relationships, and empowering clients to feel their most authentic selves.