THE WHAT? Elf Beauty is going for the shock factor in a bid to draw attention to the lack of diversity in boardrooms across the US. The brand’s ‘So Many Dicks’ campaign centers around the fact that there are more men called Dick (Richard, Rich and Rick) on corporate boards than entire groups of underrepresented people.

THE DETAILS Indeed, there are twice as many men named Dick than Hispanic women sitting at the table in America’s boardrooms, while Black women and Asian women barely outnumber men named Dick. There are 19 times more men named Dick than women of Middle Eastern descent and there are only three Native American women serving on boards.

THE WHY? Elf Beauty revealed that it was on a mission to improve diversity at the top, quoting a statistic from McKinsey & Company that boards with more gender diversity are 27 percent more likely to outperform less gender-diverse boards and boards with more people of colour are 13 percent more likely to outperform less diverse boards.

Elf Beauty is one of the four publicly traded companies to have a board that is two-thirds women and one-third divers – and it even has its own Dick (Richard)!