Call it the Fenty effect.
While Rihanna’s Fenty Beauty shined a light on the importance of makeup brands offering inclusive shade ranges for their complexion products, many other brands have joined in on the effort, creating foundation shades in more than 50 different skin tones.
Rihanna first launched Fenty Beauty in fall 2017 with 40 foundation shades of the Pro Filt’r Soft Matte Longwear Foundation. Roughly a year and a half later, the singer has expanded the range to 50 shades and has introduced a complementary concealer also in 50 shades.
New to the market, Uoma Beauty, created by Sharon Chuter, a former executive at LVMH, Revlon and L’Oréal, is launching in the spring at Selfridges and Ulta Beauty with a 51-shade foundation as its hero product.
After facing controversy over its small — and primarily light — shade range for its Face Tape Foundation, Tarte expanded the shade range to 50 skin tones earlier this year. The foundation was introduced after the success of its concealer, Shape Tape, which comes in 30 shades.
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You asked, we listened. Introducing face tape foundation: Inspired by our iconic shape tape concealer to give you a flawless, natural matte finish. Actions speak louder than words, so we’ve been working around-the-clock behind the scenes over the past year to bring you the full-coverage foundation of your dreams! This foundation comes in 50 shades with 5 undertones, plus we pumped it up with a brand-new pump applicator (our first ever!). This baby is: 💜 #Vegan 💜 Waterproof, sweatproof & transfer-proof 💜 Formulated with skin-loving ingredients: snow mushroom extract, hyaluronic acid, & apple fruit extract to brighten, hydrate, & protect skin against environmental aggressors We love our tartelettes and when you ask for something, we listen. Coming soon to tarte.com & @ultabeauty 💜 Click the link in our bio to be the first to know when it launches! #shapetapenation #doubledutybeauty #matchmakermagic
Here, a closer look at nine makeup brands that offer foundation in more than 50 skin tones.
Woke Up Like This Flawless Base Foundation, $44 in 50 shades.
Essential High Coverage Crème Foundation, $38 in 50 shades.
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HEART our shape tape contour concealer? 💜 Then you'll *NEED* our NEW face tape foundation! HERE'S WHY: ⏰longwearing, full coverage with a natural matte finish 💧transfer-proof, waterproof & sweatproof to keep you flawless through work & play 🍎formulated with snow mushroom extract, apple fruit extract & hyaluronic acid to hydrate & brighten appearance SHOP now on tarte.com & @ultabeauty in 50 shades across 5 undertones! #crueltyfree #shapetapenation #doubledutybeauty #matchmakermagic #veganbeauty
Face Tape Foundation, $39 in 50 shades.
Pro Filt’r Soft Matte Longwear Foundation, $42 in 50 shades.
Say What 2-in-1 Customized Complexion Solution Foundation, $29 in 51 shades.
Double Wear Stay-in-Place Foundation, $42 in 56 shades.
Even Better Makeup Broad Spectrum SPF 15, $29 in 56 shades.
Studio Fix Fluid SPF 15 Foundation, $30 in 60 shades.
Fluidity Full-Coverage Foundation, $18 in 60 shades.
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