Sponsored
Fenty Pro Filt'r Foundation
Courtesy
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.
Here, a closer look at nine makeup brands that offer foundation in more than 50 skin tones.
Il Makiage
Woke Up Like This Flawless Base Foundation, $44 in 50 shades.
Jouer Cosmetics
Jouer Cosmetics Essential High Coverage Creme Foundation
Essential High Coverage Crème Foundation, $38 in 50 shades.
Tarte
Face Tape Foundation, $39 in 50 shades.
Pro Filt’r Soft Matte Longwear Foundation, $42 in 50 shades.
Uoma Beauty
Uoma Beauty Say What 2-in-1 Customized Complexion Solution Foundation Courtesy
Say What 2-in-1 Customized Complexion Solution Foundation, $29 in 51 shades.
Estée Lauder
Estée Lauder Double Wear Stay-in-Place Foundation Richard Pierce
Double Wear Stay-in-Place Foundation, $42 in 56 shades.
Clinique
Clinique Even Better Makeup Broad Spectrum SPF 15
Even Better Makeup Broad Spectrum SPF 15, $29 in 56 shades.
MAC Studio Fix Fluid SPF 15 Foundation. Courtesy
Studio Fix Fluid SPF 15 Foundation, $30 in 60 shades.
Morphe
Morphe Fluidity Foundation
Fluidity Full-Coverage Foundation, $18 in 60 shades.
Read more here:
Uoma Beauty: Foundation for the Post-Fenty World
Morphe Builds Product Assortment With Complexion Launch
Estée Lauder Teams Up With Kith
WATCH: Influencer Nikita Dragun Launches Dragun Beauty
![Consumers looking for a sweet escape are turning to swimwear – even with nowhere to go.
“At the end of the day, it’s [almost] summer; people want to be outside,” Nathan Romano, cofounder of lifestyle brand Onia, told WWD. “And they want to start enjoying themselves and kind of getting past this work-at-home period.”
That could explain why the number of swimwear styles that sold out in the U.S. — brands selling to retailer stores — was up 20 percent in the first three months of 2020, compared with 2019, according to retail analytics company Edited. The increase came mainly in the final week of March. But many firms have reported even further sales increases of swimwear, swim accessories and resort wear in April and early May.
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