THROWING SHADE
In the current beauty climate, the bar for inclusiveness is being set — arguably by Rihanna’s incredibly successful Fenty Beauty line — at new heights. Brands releasing foundations in a limited beige-based spectrum are feeling the wrath (and undeniable purchasing power) of keyboard warriors online, but others are meeting expectations admirably, meaning a wider range of customers are seeing their complexions represented for the first time.
Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation, $56, launched to acclaim last year with 40 shades, and this season Dior’s new diffusion Backstage line ushers in a Face & Body Foundation, $80, in 40 shades with six undertone variations. In this market both are online-only, which makes trialling tricky, but Benefit’s new lightweight Hello Happy Foundation, $54, has landed here and you can test every shade in store. There are only 12, but the brand insists the blendable formula has been carefully crafted with neutral undertones, so has the ability to ‘stretch’ over a broad number of skin colours.
It’s not only new formulations aiming for a more diverse representation — a number of existing bestsellers are also expanding their offerings. Most notably, Estée Lauder has just extended its famed Double Wear Stay-In-Place Makeup, $72, to a whopping 61 shades, with 40 available in store and the full range available online.