Fenty Beauty definitely wasn’t the first to have a foundation line that featured 40 or more shades. Maybelline added 16 more shades to their Fit Me Foundation line back in May of last year and Lancôme added 5. Meanwhile, Makeup Forever’s HD Foundation had 40 shades before Fenty dropped (a fact the brand was quick to brag about until Rihanna shut them down).
Still, Fenty was the first to spark any major change in the makeup industry. After the brand’s release, Rihanna set a new standard for makeup companies to meet and sent many brands scrambling to show that they too could cater to their darker-skin consumers. Now brands are pushing out complexion products in all kinds of colors besides beige, and 40 seems to be the magic makeup number. Take a look at the latest makeup brands meeting the mark.
1. Colourpop Cosmetics
With the expansion of their #NoFilter concealers, Colourpop had us all waiting for when they’d release more complexion products, and did they ever deliver. The liquid formula foundation comes in six shade categories: fair, light, medium, medium dark, dark, and deep dark. Whether or not you’ll be to find your shade is no worry. You can find a match from a foundation you already own.
Image via Colourpop
2. Covergirl Cosmetics
Covergirl really came through with their revamp by finally debuting a diverse foundation line. TruBlend Matte Made comes in 40 shades, and for $11 you get a medium to full coverage foundation that leaves a matte and natural feeling finish.
Image via CoverGirl
3. Dior
Dior debuted their Backstage collection during their Cruise 2019 show in Chantilly, France. Between the eyeshadow quads and the contour quads, the Face and Body Foundation with 40 shades easily stole the show.
Image via Dior
4. Too Faced Cosmetics
When it comes to diversity, there’s no makeup brand Beauty vlogger Jackie Aina won’t drag if they don’t deliver for dark skin women. Fortunately for us, Too Faced took her constructive criticism and teamed up with Aina to extend their Born This Way Foundation shade range. 11 new shades will be added to the mix making it the darkest its ever been.
Image via TrendMood
5. Tarte Cosmetics
Tarte clearly missed Fenty’s memo last year when they launched their Shape Tape Foundation at the beginning of the year. Despite coming in two formula types (matte and dewy) only 2 out 15 shades in the line were for dark skin. Following some backlash, the company quickly apologized promising that they’d do better. Now it looks like the brand is back and trying to makeup for the mishap by extending not only their Amazonian Clay Full Coverage Foundation line to 40 shades but also their Creasless Concealer line to 30.
Image via Tarte
Featured Image via Too Faced Cosmetics
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