Let’s be real: “one-size-fits-all” doesn’t work in beauty. Makeup should be for everyone, yet its only recently that brands have caught on to true inclusivity. So, here’s a look at the brands that do it right, plus a few smaller names making waves!
Big brands who just ‘get it’
Let’s start with the big players – brands with the resources and reach to make a difference.
• Fenty Beauty: Rihanna shook up the industry with her 40-shade foundation launch back in 2017, which was honestly ground-breaking. Today, Fenty’s Pro Filt’rFoundation range is up to 50 shades, and they continue to create inclusive options across all product lines.
• MAC Cosmetics: An industry veteran, MAC has been known for celebrating diversity long before it was trendy. Their Studio Fix line comes in over 60 shades, with options for different undertones and MAC is a solid choice if you’re looking for reliable, all-inclusive base makeup.
• Maybelline: This drugstore classic has expanded its Fit Me foundation line to around 40 shades, making it an affordable option that doesn’t sacrifice diversity.
Smaller Brands Worth Watching
Indie brands are often the most innovative in inclusivity. Here’s some worth keeping an eye on.
• Uoma Beauty: Nigerian-born founder Sharon Chuter’sSay What?! Foundation comes in six custom formulas that cater to different skin types and tones, recognising that inclusivity isn’t just about colour – it’s about texture and formula, too.
• Mented Cosmetics: Founded by two Black women frustrated by the lack of nude lipsticks, Mented offers stunning, inclusive shades for medium and deeper skin tones, making it a go-to for nude makeup lovers.
• Vive Cosmetics: This Latinx-owned brand offers highly pigmented lip products that pop on medium to darker complexions. Plus, they’re cruelty-free and vegan!
Why Inclusivity in Makeup Matters
Beauty has historically been exclusive, prioritising certain skin tones and types while leaving many out. But makeup that includes all skin tones isn’t just fair, it’s a necessity. No one should have to mix multiple shades or feel left out by a brand that just doesn’t get it.
Inclusive makeup says; “We see you, and you belong here.”
So, What’s Next?
We’re all for supporting these trailblazers – and for holding brands accountable to make sure that inclusivity isn’t just a buzzword. Here’s to makeup that’s as diverse as we are, so everyone can look and feel their best!
Edited by Marianne Hamilton
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