There’s been a long overdue movement in the beauty industry calling for greater inclusivity within makeup brands. It’s 2019 and releasing a line with 7 different shades of white is not going to cut it anymore. Drugstore and luxury brands alike have made strides to feature a diverse range of both men and women in their advertisements. Of course, Queen Rhianna set an example in the beauty community when she created Fenty, which features 50 foundation shades. Other brands have joined in the movement towards creating a more inclusive and diverse market. Here’s a list of makeup companies with a wide range of shade options.
Flesh is a newer brand being sold exclusively at Ulta. Their Thickstick foundation is quickly gaining cult status with rave reviews for their 40 different shades. Flesh’s products are certified cruelty free, fragrance free, and paraben free. This foundation stick offers bendable, medium coverage with a dewy finish that won’t appear ashy or grey on darker tones. Their shades include a diverse range of undertones to perfectly match a variety of skin types. The thickstick is a multipurpose product that can be used to conceal, highlight, and contour. Best of all it’s only $18 dollars.
Obviously, this list would be incomplete without mentioning Rhianna’s Fenty Beauty. Badgalriri made waves in the beauty industry with the release of her first makeup line, further proving that she can pretty much do it all. Living true to their “beauty for all” slogan, Fenty includes 50 foundation shades. Their website features a helpful shade finder quiz if you’re feeling a little lost in the world of undertones. Allure granted Fenty’s Soft Matte Longwear foundation with the Beauty Breakthrough Award. The foundation provides medium to full coverage that never feels heavy or appears cakey. It’s perfect for anyone with normal to oily skin that needs their foundation to stay put throughout the day.
Cover Fx has created 40 foundation shades with a smart shade system based off of undertones. Light shades are labeled 0-20, medium shades range from 25-40, medium deep 50-85, and deep 90-125. Undertones are labeled “P” for pink, “N” for neutral, and “G” and “G+” for golden. Cover FX also offers a shade match guarantee which provides free returns for incorrect shades. Their best selling Power Play Liquid foundation is waterproof and sweat-proof. All products are vegan and cruelty free, so you can feel good about what you’re wearing.
In terms of shade ranges, PÜR reigns supreme with 100 different shades available for their Longwear Foundation and Concealer. This groundbreaking 4-in-1 product is a serum, foundation, concealer, and corrector all in one. The buildable formula includes vitamin B and ginseng to help your skin fight against environmental pollutants. The foundation finish is both natural and seemingly flawless, so prepare yourself for an influx of compliments. PÜR is vegan, eco-friendly, cruelty free, and made in the U.S.
Drugstore foundations aren’t known for their wide shade ranges – most companies offer anywhere from 5 to 10 foundation options, usually severely neglecting darker tones. However, Maybelline is breaking the mold by offering 40 shades with both matte and dewy finishes. Appropriately named their Fit Me Foundation, the inclusive product offers a wide range of shades with skin type in mind. The matte and poreless version includes micro-powders great for oily skin. The dewy and smooth finish is great for dry skin that requires a little more hydration. The formula is non-comedogenic, SPF 18 and dermatologist tested. Unfortunately, you can’t swatch foundation shades within the drugstore, but Maybelline does offer a virtual try-on feature. If you pick the wrong shade, don’t worry too much because the product is only $7.99.
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