In recent years, beauty inclusivity has become a key narrative for cosmetic brands, especially within Indonesia’s diverse digital landscape. However, many brands, including ESQA, are often critiqued for promoting inclusivity as a symbolic label rather than a structural practice. This raises a communications issue: how public relations (PR) campaigns frame inclusivity and how audiences interpret those messages in real-world contexts. This research focuses on ESQA Cosmetics as the object of study, examining how its social media campaigns on Instagram and TikTok frame and communicate beauty inclusivity through visual content, captions, influencer collaborations, and consumer interactions. Using a qualitative netnography approach, the study analyzes ESQA’s digital campaigns and integrates findings from a focus group discussion and an expert interview. The research adopts Entman’s Framing Theory and Kozinets’ Netnography to uncover how inclusivity is defined, interpreted, and recommended within ESQA’s digital PR strategies. Findings show that while ESQA frames itself as inclusive through diverse models and ethical labels, its execution lacks depth in undertone variety and communication clarity. As a result, audiences perceive ESQA’s inclusivity as surface-level, driven more by branding than by structural change. This research highlights the need for brands to move beyond symbolic messaging by implementing structural tools and clearer education in PR campaigns to fulfill the growing demand for meaningful inclusivity.


Keyword: beauty inclusivity, public relations, netnography, framing theory