Beauty has come a long way. Not just in its latest innovations, ingredients, and general ingenuity, but also, in social inclusion.
Growing up, I was hard pressed to find a girl who looked like me in beauty campaigns and that lack of representation included the lack of foundation, bronzer and concealer shades that were available to someone who looked like me. I was often limited and struggled when it came to product selection and so most of the time I wore the wrong shades, because I had no other choice.
Until now. Some of the biggest beauty brands in the world including COVERGIRL (who could forget when they announced their first coverBOY James Charles!), Fenty Beauty and M.A.C, have heard our calls and are listening to ALL of their consumers by creating makeup shades for all skin tones. They have started to break the typical beauty mould by celebrating women of all colours, sizes, genders and ages. These women are now being spotlighted and celebrated in huge campaigns, on our TV screens and on social media. That’s because women from all walks of life are speaking out about wanting to see more real and accurate depictions of other women, mirrored back to them. After all, there is no one definition of beauty. Beauty comes in all forms.
We applaud and champion these brands who have taken the initiative to diversify their product ranges to suit all skin tones, body shapes and genders.
Scroll down to see a few of the beauty brands that are setting new beauty standards.
Tan Tootie – “a tan for everybody”
With the tagline ‘a tan for everyBODY’, this cruelty-free Australian-owned tanning brand highlights all shapes and booties. Their products are paraben free and some include natural goodies like Aloe Vera and Green tea as well as coffee and guarana seed for skin tightening! A brand that promotes body-positivity is one worth noting.bh loves:Tan Tootie Self tanning mousse, Tan Tootie For Your Booty, Tan Tootie Tanning Mitt Duo
FENTY Beauty – “beauty for all”
All hail queen Riri. Setting the beauty benchmark for many companies/brands who then followed suit, Fenty Beauty has been specifically designed and curated for all skin tones. The singer’s beauty line is known for being an inclusive makeup brand and even cast model (and woman of colour) Amanda Stenberg to be the face of its brand last year.
Rihanna extended the brand’s initial 40 shade Pro Filt’r Foundation range to 50! Because you know, she’s here to give the people what they want. The FENTY Beauty line also includes an extensive concealer shades range with each concealer complimenting a foundation shade. Their inclusive products also include 8 translucent setting powders and their highly pigmented and sought-after Killawatt highlight made for “any skin tone” Colours include: light, medium, tan and deep.bh loves: Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation ($52, Sephora.com.au), Fenty Beauty Match Stix Trio ($79, sephora.com.au), Fenty Beauty Killawatt Freestyle Highlighter Duo ($54, sephora.com.au)
COVERGIRL – “I Am What I Make up”
A cult classic drugstore brand, global cosmetic giant COVERGIRL has many celebrity ambassadors including Katy Perry, Sofia Vergara and Ellen DeGeneres. But their most impressive ambassadors, include their first model with a skin condition Amy Deanna (who has vitiligo), A 69 year old model Maye Musk and their first CoverBOY, famous beauty vlogger, James Charles.
One of the most affordable beauty brands, COVERGIRL created an entire collection inspired by women of colour. The “full spectrum line” not only has the TRue Blend Matte Foundation that includes 40 different shades, but a diverse colour palette of eye shadows, lipsticks, primer and face palettes which were made for shading and colour correcting.
COVERGIRL is intentionally including women and men of all ages, skin tones and ethnicities and we.are.here. for.it. Global Manager of COVERGIRL Johanne Richard told refinery29 in an article, “many of my friends and family have told me stories about mixing foundation shades, so we really wanted to create a collection that addressed the special nuances of our skin.” She added, “Through our research we were able to get a better understanding of the undertones of dark skin — not only to deliver on shades but on finish, too,”
M.A.C – ”All ages, all races, all sexes.”
Another big player in the beauty world, M.A.C wasn’t too far behind with its inclusive range aimed at making people feel happy and embrace their true selves no matter their appearance. M.A.C also rolled out an extra 18 shades of its Studio Fix Fluid SPF 15 foundation, so their entire range now includes 60 shades. Further to that, they now have 53 shades of their Powder Plus Foundation and 33 shades of their 24hr concealer. Impressive!
Beloved brand Benefit is mostly known for its brow products and its much-loved Hoola bronzer. I always wanted to jump on the Benefit Hoola bronzer bandwagon as it seemed like a makeup bag staple that all my friends and colleagues owned. I would see so many girlfriends with this incredible cheek bronze that wasn’t too shiny and looked like it blended into their skin perfectly. But every time I tried a shade, it would either look like yogurt on my olive skin or you just wouldn’t be able to see it at all. Well now, I can get on board. Benefit has introduced two, new, darker shades -‘caramel’ and ‘toasted’ to its Hoola bronzer range which are better suited to olive and darker skin tones. YAS, gimme.bh loves: Benefit Hoola Bronzer , Benefit Hoola Caramel, Benefit Cheekleaders Bronze Squad, Benefit Hoola Brush
BOUNCE by Beauty Blender
The Beautyblender bounce foundation is one that I have personally tried and absolutely loved. I have a unique complexion; I am olive-skinned but often find a lot of foundations out there are either too dark or too light, until this product entered my life – game changer. I have finally found a shade that mimics my skin-tone and even enhances it. I was given this foundation by another beauty editor who received the whole ferris wheel of 40 different hues that Beautyblender has to offer. True to its product description the Bounce beautyblender foundation has a ‘velveteen-matte finish’ is long-lasting that stays in tact all.day (I actually get compliments on my skin every time I wear this foundation).
Free from sulphates and parabens, the Beautyblender Bounce Liquid Whip Foundation is a little on the exxier side, but well worth it.bh loves: Beautyblender longwear foundation ($60, sephora.com.au)
bh community, what do you think about brands extending their product ranges to suit all women? Would you like to see more beauty brands do this?