Makeup brands encouraged to bring diversity to foundation

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Looking for the right color foundation can be pretty tricky. It can be especially hard when makeup companies don’t provide a color match that’s for your complexion.

Tarte Cosmetics recently got called out for their lack of diversity in shades of foundation. The company released a new line of Shape Tape Foundations in both matte and hydrating formulas.

Like many other makeup brands, Tarte failed to provide enough variety in the shades in its new release to complement all skin tones. The release only included three shades for darker toned women, but a variety in medium and light tones.

Tarte’s Shape Tape Foundation

While Tarte is considered one of the most recent called out brands, other brands like ITcosmetics have also been in the media for their lack of inclusivity.

Mary Riley is an independent makeup artist from Michigan who has been working in the makeup industry for nine years. In her experience she has had the opportunity to learn and create looks using many different foundations.

“From a business standpoint if they want to try and cater to masses and they want to become a leader in the cosmetic  industry, I think it’s a key component to kind of have a wide range of foundation tones,” said Riley.

When working on clients, her preference of brands is typically on the higher end, however she admits,it can be hard to find the right shade with just one brand. 

“I know there are some cosmetic lines like Chanel that are successful because they have a niche market,” said Riley. “They only have a few shades, but I think they can get away with it because their brand already has a name behind it.”

In September, artist Rihanna launched her new Fenty Beauty cosmetic line. TIME magazine named Fenty one of the twenty-five best inventions of 2017.

One of the reasons TIME included Fenty in the rank for best inventions was because of the line’s inclusiveness in product and the branding of it.

Cosmopolitan magazine named the launch of Fenty Beauty  a “breakthrough for women of color.”

“There’s already that negative connotation that darker women are not deemed as beautiful,” said public health student Kianna Regulus. “So when they go into the store and have a hard time finding their shades, it’s like why didn’t they make my color, what’s wrong with my color?”

Regulus admits that she too has had issues finding her own shade in the brand she likes.

“Girls with darker complexion should never have to feel left out, we don’t pick our skin color,” said Regulus. “I would love to try and support many of these brands, but I can’t if they don’t have my shade.”

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