ELLE (Canada) - - Beauty -

Call it the Fenty ef­fect: Since the launch of Rihanna’s hugely pop­u­lar shade-in­clu­sive range of 40 foun­da­tions last fall, beauty brands have been ex­pand­ing their of­fer­ings to match. NB: Fenty Beauty was not the first brand to be in­clu­sive, and it won’t be the last—to which we say “Ex­cel­lent.” The more brands that fol­low suit, the more we all ben­e­fit. This sum­mer, May­belline Fit Me! Matte + Pore­less Foun­da­tion ($11) ex­panded from 24 to 40 shades, CoverGirl launched TruBlend Matte Made Foun­da­tion ($14) in 40 shades and Cover FX Power Play Foun­da­tion ($52) be­came the brand’s fourth foun­da­tion line to in­clude—you guessed it— 40 shades.

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