Rihanna’s cosmetic line, Fenty Beauty not only spoke to the importance of providing inclusive foundation shades but it also proved the buying power women of color have. The line’s Pro Filt’r Soft Matte Longwear Foundation comes in 40 gorgeous shades for every single skin tone and is constantly selling out. In fact, it’s the darker shades that tend to sell out the most both online and in Sephora stores – proving once again how important the outcry for more inclusive shade offerings is.
You’d think after Fenty Beauty set that kind of example, that other beauty brands would immediately jump on the inclusivity bandwagon, but sadly that hasn’t been the case. Earlier this year, brands like Tarte and IT Cosmetics received a ton of backlash for releasing new foundation formulas that barely offered any shade options for women with dark or deep skin tones.
Tarte released not one, but two liquid foundation formulas at the beginning of January: Tarte’s Shape Tape Matte Foundation and Shape Tape Hydration Foundation, both inspired by the brand’s cult classic and constantly sold out Tarte Shape Tape Contour Concealer. In fact, the concealer is a beauty influencer fave, which is why folks lost their shit when they realized it’s new foundations didn’t cater to brown and Black women at all. They have released an apology earlier this year and have slowly started to expand their shade options.
Later that month, IT Cosmetics released their new collection of Bye Bye Foundations that came in 12 shades, offering only three for dark skin tones. It was straight up offensive and people went in on Twitter!
In August, BeautyBlender launched its first foundation and it was such a disappointment—especially to women of color. It came in 32 shades and only like a handful were for darker complexions.
Women of color have been wearing makeup for centuries now, so it’s nuts that there still aren’t enough shade options for us in 2018. And don’t get me started on the American Journal of Obstetrics and Gynecology’s report that discovered products that specifically target WOC consist of more toxic ingredients like mercury, paraben, formaldehyde, phthalate, phenol than other beauty products.
Fortunately, there are brands including Fenty Beauty (which I mentioned earlier) that actually get the importance of beauty diversity – check them out!