Fenty Pro Filt'r Foundation

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

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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

Jouer Cosmetics Essential High Coverage Creme Foundation 

Essential High Coverage Crème Foundation, $38 in 50 shades.


Face Tape Foundation, $39 in 50 shades.

Fenty Beauty

Pro Filt’r Soft Matte Longwear Foundation, $42 in 50 shades.

Uoma Beauty

diverse foundation ranges

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

Estee Lauder

Estée Lauder Double Wear Stay-in-Place Foundation  Richard Pierce

Double Wear Stay-in-Place Foundation, $42 in 56 shades.


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 Fluidity Foundation 

Fluidity Full-Coverage Foundation, $18 in 60 shades.

Read more here:

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