The Evolution of Foundation Shade Ranges.
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The fight for inclusivity shows itself in all aspects of our lives, especially within our makeup shade ranges. Oftentimes it is common for a brand to include 5-10 shades for pale/white skin tones, with varying shades of pink, orange, and olive, but have only 3-5 shades for women with darker skin tones. The root of this problem exists in the staff of large corporations and has been pushed to the side. At first thought we think this is largely in regards to foundation; however, this is a misconception. Most makeup products such as blushes and bronzers also need to be catered to darker skin tones. It took millions of complaints and social media movements for brands to begin expanding their horizons, but in the last several years or so, brands have made a significant improvement.
The launch of Fenty Beauty by the well-known singer Rihanna in 2017 was a very important change in the makeup industry, with 40 shades of foundation ranges. Rihanna’s entire purpose for this large range was “so everyone can be included”, which she effortlessly achieved. Her range shifted the makeup industry and showed the importance of marketing inclusively, encouraging more brands to do the same. Rihanna made it clear in her marketing meetings that she wanted to “show, not tell”, so never once did she use the word “inclusive” in her marketing techniques. Rihanna is most commonly associated with paving the way for this marketing practice but it is important not to neglect other black women who have also contributed to this large movement.
In 2015, makeup artist Pat McGrath started her own collection with eyeshadow palettes and lipgloss and released a foundation range with 36 ranges in 2019. Her range is often comparable to that of Fenty beauty, but with light to medium coverage. Pat herself tells Fashionista in an interview “I remember when I was younger shopping in department stores and seeing all of these beautiful colors, that never worked on my skin”. She created her own inclusive brand with a one BILLION dollar net worth!
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Sharon Chuter, the founder of Uoma Beauty, created a makeup range that is “radical and unpromising, but for everyone”. She states her range is inspired by her African heritage, which is fun and vibrant and includes every skin tone. Her most popular product, the ‘Say What?’ Foundation comes in 51 shades, all of which are specially formulated for the major skin concerns of that skin tone. Sharon is listed as one of the 50 most forward-thinking executives shaping the future of the beauty industry. She has a mission of a hands-on approach and groundbreaking innovation, suitable for all women.
Image Courtesy: Uoma Beauty
Strike Out,
Writer: Christina Zaprianova
Athens
