By Alyssa Asick, Contributing Writer
In recent years, the cosmetic industry has been heald accountable for their lack of shades in the deep and dark skin tone ranges. Social media has given a platform to many people of color and other influencers that forced brands to finally listen to their consumers.
For example, Jackie Aina, a popular Youtuber, teamed up with Too Faced to include darker and deeper shades in their foundation. Aina responded on Instagram to her collaboration.
“I’m so glad that all of the awareness we’ve created about inclusiveness is finally being heard,” Aina said.
Rihanna’s website, Fentybeauty. com, states that her inspiration for creating her Pro Filt’r Foundation was “to make sure that women of all skin tones were covered so they could be included in what (she) created.”
NYX Professional Makeup, another makeup brand, have used other influencers in their marketing for their Can’t Stop Won’t Stop foundation.
Other brands have added shades to their collections due to backlash on social media. People do have a voice, and it has opened up a space in the market for other women of color to flourish.
Beauty Bakerie is a company founded by women of color, and CEO Cashmere Nicole created a very successful makeup line that also sponsors orphanages through donations.
The demographics of the United States are changing and becoming more diverse, so brands are re-branding and adapting by creating larger shade ranges. While this is a great step in the right direction, there is another issue with a lack of knowledge in how to formulate the undertones for deeper skin tones.
While there is still a long way to go as far as equal representation, a lot of progress has been made in the past decade. Collaborations and new companies like the ones mentioned will help narrow this gap eventually, and more options will hopefully be available in the upcoming years.
Here are some makeup brands that have expanded their foundation shades:
The Morphe Fluidity Full Coverage Foundation, $18, is sweat-proof, water resistant, transfer-resistant, works for all skin types, and has 60 different shades. Fenty Beauty Pro Filt’r Longwear Foundation, $34, is a buildable medium to full coverage, has a matte finish, and has 50 shades.
NYX Can’t Stop Won’t Stop Full Coverage Foundation, $15, is lightweight, waterproof, non-transferable, and has a matte finish. It is best for normal, oily, combo and sensitive skin, and has 45 shades.
With these various types of foundations, makeup artists across the globe can be more confident in finding a foundation shade that best compliments them and wear it proudly.
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