For Patrick Ta, a makeup artist and founder of Patrick Ta Beauty, diversity and inclusion is central. Ta says it is “really important for me to make sure everyone is accounted for in campaigns or the product we make.” This direction comes from personal experience; growing up gay and Asian American, Ta says he rarely saw himself on billboards. “I wanted to make products that would empower people to feel comfortable in their own skin.” And he’s seeing that, particularly in younger fans. “I feel like kids these days are so lucky. I look at [them] and I’m like, God, you’re so unapologetically yourself and that makes me so happy.” Part of how Ta is making a difference for inclusive beauty is being visible in major retailers. “I feel really proud to be able to be in a brick-and-mortar such as Sephora because they are such a powerhouse.” But Ta knows that for a brand to succeed, the goal is to maintain interest and not always “wow,” which speaks to the natural and understated makeup he’s known for. “Instead of having constant peaks, we want to have a constant flow.”