Fashion brand

A growing repertoire of makeup brands with inclusive foundation shades

These are the beauty brands that embrace diversity.

The human eye can see 10 million colors, but makeup brands are always trying to convince us that a 25-shade foundation line is “diverse.” We have said it before and we will say it again: the Australian makeup industry has a inclusiveness problem. Brands continue to fail at BIPOC when they apply “miscellaneous” labels to collections that resemble a beige rainbow.

In 2018, Rihanna’s revolutionary “beauty for all” makeup line Fenty created shock waves in the industry. The brand made $ 100 million in sales in its first 40 days, proving how much consumers want full shade selections. The range has pushed competitors to do and be better, and has shown that not only can diversity be achieved, but it should also set the new benchmark.

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The “Fenty effect”, coupled with petitions and the reaction of social media against non-inclusive businesses, is driving significant change. While you don’t have to name and humiliate brands to know they need to respond to all skin tones, it works and change happens slowly.

We’ve scoured the web for the best beauty brands, creating lines of foundations that reflect real life. While we enjoyed compiling this list, we look forward to the day when this article becomes redundant and the beauty industry creates makeup for everyone.

Mac Cosmetics

Studio Fix Fluid SPF 15 Foundation: 67 shades

It’s no surprise that “individuality” is one of the five pillars of the Mac brand; it has been at the forefront of diversity with its products and marketing campaigns for decades. The brand tops our list, with 67 shades offered in its best-selling Studio Fix Fluid SPF 15 foundation. And that number is increasing. Mac also has a virtual try-on service, which means you can take a selfie and find your perfect shade from the comfort of your couch.

Estee Lauder

Make-up that holds in place Double Wear: 61 shades

Recently named finalist in Mecca 2021 Beauty Election Estée Lauder’s Make-up that holds in place Double Wear has amassed a bit of a following worship. With 61 shades in a range of cool, neutral and warm colors nuances, it’s easy to find a product that will blend in perfectly with your skin. For a crash course on the type of shade you have, check out our to guide.


Make-up Even Better ™ SPF 15: 56 shades

Designed for dry to combination oily skin, Clinique Even Better ™ Makeup SPF 15 promises to improve your complexion while you are to wear it. After 12 weeks of daily use, expect a reduction in dark spots due to acne, age, and sun damage. Plus, the broad spectrum SPF 15 helps protect against future fading.

Beauty Fenty

Pro Filt’r Long-Lasting Moisturizing Foundation: 50 shades

“Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures and races. Rihanna’s iconic words don’t just talk, they walk. With 50 shades in its Moisturizing Long-Wear, Long-Wear Matte and Soft Matte foundations, as well as Pro Filt’r Long-Wear Moisturizing Foundation (as a personal favorite), Fenty products appeal to a variety of skin types as well. than different shades.

Urban degradation

Stay Naked Weightless Liquid Foundation: 50 shades

Move over Christian Gray, Urban Decay has the only 50 shades I care about. Promising 24-hour coverage, Stay Naked Weightless Liquid Foundation is lightweight, vegan and breathable with a matte finish.

Cosmetics pie

Face Tape foundation: 50 shades

Cruelty-free makeup company Tarte is one of many brands that started out wrong. In 2018, his Shape Tape collection consisted of just 25 colors, causing an outcry online. The outcry finally resulted in his new 50 strong shadow Face Tape Foundation, which comes in five shades: neutral, sand, honey, beige and gold. The line uses a combination of snow fungus extract, apple extract, and hyaluronic acid to boost hydration, fight free radicals and promote firm skin.

Anastasia beverly hills

Luminous foundation: 50 shades

Romanian entrepreneur Anastasia Soare built a reputation as the “Eyebrow Queen of Beverly Hills” in the late 1990s. Over the past two decades, Anastasia Beverly Hills has gained worldwide fame for her “number of eyebrows” approach. gold ‘of beauty. The new reason to love the brand? His Luminous foundation, which offers five shade categories and three shades in 50 shades.

To play

Essential High Coverage Cream Foundation: 50 shades

In 2017, Play was dragged by the beauty vlogger Nyma tang for its ridiculously thin foundation line. But it seems the brand has taken note – with its Essential High Coverage Cream Foundation now catering to 50 different skin tones.


Sephora’s Best Skin: 50 Shades

While the United States claims 50 shades of The best Sephora skin, Australians have access to 44 shades not to sneeze. A unique combination of makeup and skin care, this foundation promises to look good and do your skin good. The formula is enriched with algae and natural hyaluronic acid to hydrate the skin and protect it from external pollutants.


Teint Idole Ultra Wear: 45 shades

that of Lancôme Best Selling Oil Free Long Lasting Liquid Matte Foundation Teint Idole Ultra Wear is available in 45 shades. Eight years of manufacturing, this diligent formulation was the brand’s very first 24-hour foundation.

NYX Cosmetics

Can’t Stop Won’t Stop Full Coverage Foundation: 45 shades

Developed in collaboration with the beauty vlogger Alissa ashley, Can’t Stop Won’t Stop Full Coverage Foundation claims to “jostle as hard as you” and mattify your complexion all day. Foundation is non-comedogenic (which means it’s less likely to clog your pores) and is suitable for almost all skin types. On the site, there are currently 43 tones.

Charlotte tilbury

Airbrush Flawless Foundation: 44 shades

Founded by MBE-awarded British makeup artist of the same name, Charlotte Tilbury is renowned for her luxurious makeup that is as beautiful as the bottle itself. Airbrush Flawless Foundation Not only promises to cloud your pores, it also uses 2% anti-aging ingredients replexium to reduce the appearance of wrinkles. Buy directly from the brand’s website, or wait until Mecca add the coveted British brand to his wallet in September.

Beauty KVD

Lock-It Liquid Foundation: 44 shades

KVD Beauty Lock-It Liquid Foundation comes in 44 shades and promises to be transfer resistant, which means there are no more face prints on your best friend’s black blazer.

Bobbi brown

Long-lasting weightless foundation: 43 shades

Favored by Oprah Winfrey and Naomi Campbell, Bobbi Brown has come a long way since her very first collection of 10 shades. His Lightweight long-lasting foundation is created using a high speed cold melting process and has been tested under extreme heat to prove its sweat and moisture resistance properties.


Matte foundation without filter: 42 shades

In 2020, ColourPop caught up with criticism for not showing enough representation of black creators – which resulted in the viral hashtag #ColorpopmeBLACK. BIPOC social media users flooded social media with ColourPop makeup looks to put diversity back on the brand’s radar. Not only did ColourPop share user-generated content, but it also made inroads with its selection of shades. The brand is very affordable Matte foundation without filter is now available in 42 colors.


True Match: 40 shades

In 2015, L’Oréal UK was lagging behind the competition. Cue, the Real match campaign. The initiative enabled L’Oréal to increase its selection of shades and engage a wide range of influencers to bring their new slogan to life: “We Are All Worth It”. As the world’s largest beauty brand, L’Oréal has recognized that “it is our responsibility to drive attitude changes in the industry”. Real match is available in 40 shades online.

Giorgio Armani

Luminous Silk Foundation: 40 shades

Giorgio Armani Luminous Silk Foundation – a rumored favorite of Kim Kardashian and Meghan Markle – is not cheap but the range of shades lives up to the 40 colors on offer.


Backstage Face & Body Foundation: 40 shades

There are 16 intensities and six shades in Dior’s natural finish Backstage Face & Body Foundation line. My barista is wearing this foundation and his face is so flawless that I want to rip it off and wear it Thesilenceofthelambs-style. That’s all.


Soft Focus Filter Effect Foundation: 40 shades

Affordable price and now available in Australia, Morphe Soft Focus Filter Effect Foundation is silky with buildable coverage. While on lockdown, Morphe extended their color match guarantee, which means you have 60 days to fall in love with the color, or just return it.

Beauty Blend

Bounce Liquid Whip Long-Lasting Foundation: 40 shades

BeautyBlender is another brand that got it wrong when it launched its collection of 32 deceptively pale shades. Buyers were angry that the brand’s beauty blenders were available in more colors than its foundation, and even Jeffree Star jumped on it. throw shade (see what I did there?) Since then eight shades have been added to the Bounce Liquid Whip Long Wear Foundation line.


Fit Me Matte + Poreless foundation: 40 shades

Maybe it’s a 40 shade foundation, maybe it’s Maybelline. Ideal for normal to oily skin, Fit Me Matte + Poreless Foundation is allergy tested and uses micro powders to soften pores.

Head here to check out a selection of black and Indigenous owned Australian beauty brands that you can support (and your money for).

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Hazel J. Edmonds

The author Hazel J. Edmonds

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